汕头市盛彩广告策划有限公司营销策略分析摘要：随着中国的经济开始从国内走向国外再到全球，中国经济步入高铁时代，各种需求和生产力如雨后春笋般喷发出来，广告行业的市场越来越大，企业之间的竞争也越来越多，对每个企业来说是挑战的同时也是机遇。本文先分析了汕头市盛彩广告策划有限公司的现状，然后从外部营销环境和内部营销环境两个方面来分析盛彩广告策划有限公司面临的市场竞争状况，最后提出符合实际情况的市场营销策略。基于汕头市盛彩广告策划有限公司在运营之中存在的不足，在对其进行深入研究的基础上，提出以下几点策略：(1)创新企业产品组合：(2)构建前后协调一致的宣传体系：(3)科学规划组织结构，让组织结构更贴合市场需求：(4)科学压缩产品成本，让产品具备更多的价格优势：(5)改变人员管理机制，避免过大的营销人员流动。关键词：广告策划，市场营销，策略Analysis on Marketing Strategy of Shantou ShengcaiAdvertising Planning Co.,LtdAbstract:As China's economy starts to move from the domestic to the foreign and then to the global,China's economy enters the era of high-speed railway,all kinds of demands and productivity spring uplike bamboo shoots after a Spring Festival,the market of advertising industry is getting bigger andbigger,and the competition between enterprises is getting bigger and bigger,which is not only achallenge but also an opportunity for every enterprise.This paper first analyzes the status quo ofShantou Shengcai advertising planning co.,LTD.,and then analyzes the market competition situation ofShengcai advertising planning co.,Itd.from the extemal marketing environment,internal marketingenvironment,Finally,the marketing strategy in line with the actual situation is proposed.Based on the deficiencies in the operation of Shantou Shengcai advertising planning co.,LTD.,onthe basis of in-depth research,the following strategies are proposed :(1)innovation of enterprise productportfolio;(2)to build a coherent publicity system;(3)scientific planning of the organizational structure,so that the organizational structure more in line with market demand;(4)scientific reduction of productcost,so that products have more price advantage;(5)change the personnel management mechanism toavoid excessive turnover of marketing personnel.Keywords:Advertising Planning,Marketing,Strategy目录第1章绪论…11.1.2本课题的研究意义.…1.2文献综述及市场营销理论21.2.1国内研究…21.2.2国外研究.…21.2.3市场营销理论31.3课题研究方法和内容1.3.1研究方法.…2.2企业外部营销环境分析62.2.1人▣因素62.2.2经济因素.72.2.4科技因素................2.2.5政治和法律因素82.3.1组织架构.…2.3.2人员情况..82.3.3企业文化…2.3.4业务经营和盈利模式.2.4波特五力模型分析992.4.2同行竞争对手分析92.4.3供应商分析。10第3章汕头市盛彩广告策划有限公司营销现状及问题分析........113.1盛彩广告策划有限公司营销现状.。113.2盛彩广告策划有限公司STP战略分析.…11113.2.2目标市场123.2.3市场定位..123.3盛彩广告策划有限公司营销策略问题分析133.3.1缺乏产品组合系统.…133.3.2缺乏规范的宣传体系.…133.3.3组织管理不合理...14