琴行在中国的营销策略研究—以柏斯琴行为例【摘要】本文通过对我国著名的乐器行业企业—柏斯琴行的市场营销情况进行分析，发现柏斯琴行在市场营销的过程中存在市场拓展缓慢、营收结构失衡，生产的钢琴质量较差等问题，本文通过调查分析的方法，发现导致这些问题出现的原因分别是营销活动针对性不强、营销模式单一、高层次人才的缺乏，并在此基础上提出柏斯琴行应该进行具有针对性的营销、进行多元化市场营销、加快高水平人才的挖潜培养等具有针对性的解决措施。希望通过本文对柏斯琴行市场营销战略的研究，能够为其他琴行应对激烈的市场竞争，制定市场营销策略方面提供借鉴和参考。【关键词】营销策略；柏斯琴行；市场转型StudyonMarketingStrategyofMusicalMusicinChina:ACaseofPerth【Abstract】AfteranalyzingChina'sfamousinstrumentindustry-Parsonsmarketingsituation,foundthatParsonsslowmarketdevelopment,existingrevenuestructureimbalanceinthecourseofmarketing,thepoorqualityofpianoproductionproblems,thisarticlethroughthesurveyanalysismethod,findthereasonsoftheseproblemsarethemarketingactivitiesthepertinenceisnotstrong,simplemarketingmode,thelackofhigh-levelpersonnel,andbasedonthis,Parsonsshouldcarryouttargetedmarketing,diversificationofmarketing,acceleratethehighleveltalentscultivationpotentialtargetedsolutions.IhopethatthroughthisresearchonthemarketingstrategyofParsons,otherpianotodealwiththefiercemarketcompetition,andprovidethereferencetodevelopmarketingstrategies.【keywords】MarketingStrategy；PerthMusicGroup；FinancialTransformation目录1绪论..................................................................................................................................11.1研究背景...............................................................................................................11.2研究目的及研究意义...........................................................................................11.3研究方法及研究内容...........................................................................................12市场营销的相关理论概述..............................................................................................32.1市场竞争战略.......................................................................................................32.2核心能力理论.......................................................................................................32.3营销组合4P理论.................................................................................................43柏斯琴行在市场营销方面存在的问题..........................................................................63.1市场拓展缓慢......................................................................................................63.2营收结构失衡.......................................................................................................63.3生产的钢琴质量较差...........................................................................................74柏斯琴行在市场营销方面存在问题的原因分析..........................................................84.1营销活动针对性不强...........................................................................................84.2营销模式单一.......................................................................................................84.3高层次人才的缺乏...............................................................................................95解决柏斯琴行市场营销问题的措施....................................
