【毕业论文】浅析影楼促销策略分析.docVIP

沈阳彩丰影楼促销策略分析 PAGE \* MERGEFORMAT IV 摘 要 随着影楼行业竞争的不断加剧，传统的促销方式已经不能让其在市场经济中立于不败之地。沈阳彩丰影楼为了迅速适应这一变化，提出了很多促进企业销售额的促销方案活动。但是面对着沈阳众多品牌影楼的威胁，如何争取消费者，抢占市场，都是沈阳彩丰影楼面对的问题。 在沈阳彩丰的促销活动中，沈阳大众市场和学校市场都是各大影楼的重要促销目标。目前，每个大学虽然都在影楼市场中占有重要份额，但是，影楼在学校的投资及影响力却依然很低，主要的原因就是影楼促销策略的选择问题。 此文是本人通过在沈阳彩丰实习期间的学习和总结，针对彩丰影楼的促销活动，运用所学的相关知识对其促销策略进行的分析，发现其中存在广告宣传单一以致企业知名度不够、营业推广方式单一、促销方案实施性差及员工整体素质偏低几个问题。并提出了相关的解决建议：加大广告宣传提升企业知名度、促进促销方案创新性、促销方案完善性和完善内部员工培训激励体制，希望能为企业的发展提供一些积极效果。 本文共分为五章，第一章主要是对沈阳彩丰的企业状况进行介绍；第二章是分别从宏观和微观环境来分析企业的市场环境；第三章通过SWOT分析法来分别对企业的优势、劣势、机会和威胁做出分析，为下文的分析奠定基础；第四章通过对沈阳彩丰影楼的促销策略进行综合分析，了解其促销策略的问题；第五章是在以上几章的综合分析下，提出企业问题和相关的改革建议。 关键词：促销策略；影楼；服务业 Abstract With the increasing competition in the industry of the studio, and the traditional way can make the sales promotion in the market economy, the invincible position. Shenyang color abundant photography to rapidly adapt to this change, puts forward many promoting enterprise sales promotion activity. But faced many brands of shenyang, how to get the threat studio, seizes the market and consumers are shenyang color abundant photography. In shenyang color abundant promotions, shenyang mass market and the market is big studio is an important goal of sales promotion. At present, although each university in the studio market share, but occupies an important in school, the investment and the studio is still low, the influence of the main reasons is the studio marketing strategy selection problem. This is divided into five chapters, the first chapter basically is the color of shenyang enterprise condition are introduced, The second chapter is separately from the macroscopic and microcosmic environment to analyze the market environment; enterprise The third chapter through SWOT to enterprises strengths, weaknesses, opportunities and threats for analysis, the foundation of the analysis; below, The fourth chapter through the abundance of shenyang colour photography promotion strategy analysis, understand its promotion strategy, The fifth chapter is