DH集团纸箱数码打印机营销策略的研究.pdf

摘要摘要 IH III Y2402829 本文运用市场营销的理论和方法,在总结已有研究成果的基础上,结合我国纸箱印刷行业的发展和竞争态势以及DH集团的实际情况,研究了DH集团纸箱数码打印机的市场营销策略,并就如何实施DH集团纸箱数码打印机的市场营销策略提出了具体的对策措施。本文认为,第一,DH集团纸箱数码打印机相对于传统纸箱印刷技术具有明显的技术优势,无需制版、颜色没有限制、图文打印精度高、小批量纸箱打印立等可取。第二,通过SWOT和五力模型分析, 本文认为DH集团应该采取以抢占市场占有率、建立行业领导品牌的营销策略。第三,为了实施市场占有率、行业领导品牌的营销策略,DH集团应该在资金、人员等方面加大投入,以及建立一支“专业、快速、放心”的售后服务团队。关键词:纸箱数码打印机;营销策略 ABSTRACT ABSTRACT 111epaper uses thetheory and methods ofmarketing,based Oilthesummary of existing research bined witllthe actual situation ofthe carton printing industry and petitive situation and DH Group,the DH Group cartons digital printermarketing strategy,and marketingstrategy put forward specific measures on how toimplement DH Group cartons paper argues thatthe first DH Group cartons digitalprinter relative tothe traditional carton printing technology has acleartechnological advantage,no plate,no limit coloL Graphic print high precision,small quantities of carton printingCan bedelivered , SWOT and fiveforcesmodel paper considers the DH Group marketing strategy should betaken inorder toseizemarket share,industry leading brands. order to implement the market share oftheleading brandmarketing strategy,DH Group should increase inthefunds,personnel and otherinputs,as well as theestablishment ofa”professional,fast,rest assured”after-sales service team. KeyWords:The cartons digitalprinter;marketing strategy 目录目录第1章绪论????????????????????????????1 ???????????????????????1 ???????????????????????一1 ???????????????????????一2 ??????????????????????2 ???????????????????????6 第2章营销理论概述????????????????????????8 ????????????????????8 ????????????????????????8 ??????????????????????????????一8 ????????????????????????10 ????????????????????????.1 第3章DH集团纸箱数码打印机市场环境分析与营销策略选择??????14 ???????????????.14 ?????????????15 ????????????????