浅析影楼促销策略分析

沈阳彩丰影楼促销策略分析I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；服务业沈阳彩丰影楼促销策略分析IIAbstractWiththeincreasingcompetitionintheindustryofthestudio,andthetraditionalwaycanmakethesalespromotioninthemarketeconomy,theinvincibleposition.Shenyangcolorabundantphotographytorapidlyadapttothischange,putsforwardmanypromotingenterprisesalespromotionactivity.Butfacedmanybrandsofshenyang,howtogetthethreatstudio,seizesthemarketandconsumersareshenyangcolorabundantphotography.Inshenyangcolorabundantpromotions,shenyangmassmarketandthemarketisbigstudioisanimportantgoalofsalespromotion.Atpresent,althougheachuniversityinthestudiomarketshare,butoccupiesanimportantinschool,theinvestmentandthestudioisstilllow,theinfluenceofthemainreasonsisthestudiomarketingstrategyselectionproblem.Thisisdividedintofivechapters,thefirstchapterbasicallyisthecolorofshenyangenterpriseconditionareintroduced,Thesecondchapterisseparatelyfromthemacroscopicandmicrocosmicenvironmenttoanalyzethemarketenvironment;enterpriseThethirdchapterthroughSWOTtoenterprise'sstrengths,weaknesses,opportunitiesandthreatsforanalysis,thefoundationoftheanalysis;below,Thefourthchapterthroughtheabundanceofshenyangcolourphotographypromotionstrategyanalysis,understanditspromotionstrategy,Thefifthchapterisabovechaptersinthecomprehensiveanalysisoftheproblemandputforwardenterpriseundertherelevantsuggestion.Reform.Thisismyinternshipinshenyangrichlycoloredbylearningandsummarized,theperiodforcolorabundantphotographypromotions,useknowledgeofthemarketingstrategyfortheanalysisofexistingproblems,andputsforwardsomeproposalsforreform.Hopecanprovidesomeofthepositivedevelopmentoftheenterprise.Keywords:MarketingStrategy;Studio;Services沈阳彩丰影楼促销策略分析III目录摘要..............................................................................................................................................................IAbstract........................................................................................................................................................II绪论.............................................................................................................................................................11企业概况...............................................................................................................................................21.1企业状况.......................................................................................................................................21.2业务介绍.......................................................................................................................................22市场环境分析......................................................................................................................................32.1宏观环境分析..............................................................................................................................32.1.1政策环境分析...................................................................................................................32.1.2经济环境分析...................................................................................................................42.1.3人口环境分析...................................................................................................................42.1.4社会环境分析...................................................................................................................52.2微观环境分析..............................................................................................................................52.2.1企业内部环境分析..........................................................................................................52.2.2竞争者环境分析..............................................................................................................72.2.3消费者环境分析..............................................................................................................73SWOT分析........................................................................................................................................103.1优势..............................................................................................................................................103.2劣势..............................................................................................................................................113.3机会.............................................................................................................................