摘 要
CODC 是一家专注于为户外广告市场提供服务的咨询公司，公司主要产品为上刊数据、评估与调研、监测产品，以及正在积极研发的统一货币产品，公司服务的主要客户群包括户外媒体公司、广告代理公司以及广告主。CODC 于 1998 年成立，经过 16 年的发展，在上刊数据产品领域市场份额高达 58%,处于市场垄断地位，评估与调研、监测产品也处于行业中游地位，市场占有率分别为 19 和 30%.
但 CODC 依然面临重大压力，直接竞争对手 CTR 等凭借品牌优势、价格优势抢占市场份额，潜在竞争对手益普索、秒针等也动作频频，开始研发户外广告咨询市场相关产品，CODC 面临的竞争环境越发激烈。同时，户外广告市场环境迎来了重大变革，原最大的客户群广告代理公司客户以及媒体公司客户数量减少，客户对原有产品质量、服务标准等也提出了更高要求，且议价能力加强。面临不断变化的市场环境，以及越发激烈的竞争环境，通过对户外咨询市场所有产品的业务分析、CODC 目前业务情况分析、竞争对手之间产品竞争力分析得出，CODC 将继续定位于户外广告咨询领域这一细分市场，在这一细分市场中主要精力放在评估与调研产品、上刊数据产品、监测产品，同时积极开发统一货币产品。在评估与调研市场 CODC 通过实施复制领导者策略等策略努力拓展在评估与调研市场份额。在上刊数据产品市场 CODC 实施领先者战略，通过培养客户消费意识等扩大整体市场份额，通过培养产品核心竞争力等保护现有市场份额。在监测产品市场，CODC 实施市场挑战者战略，通过建对标行业标杆弥补产品不足等营销策略抢夺市场份额。在统一货币产品市场，加快研发脚步，并在产品中形成独特卖点，并通过有效的促销策略积极把新产品推广市场，并成功实现销售。通过不同产品市场行之有效的营销策略应对竞争对手，满足客户新需求，稳定并扩大市场份额，实现公司持续稳定发展。
关键词：CODC,户外广告咨询行业，波特五力模型，产品组合分析，行业吸引力分析，战略选择，营销策略
Abstract
CODC is a consulting company which focuses on providing services in theoutdoor advertising market, the main products include published data,assessment and research, monitoring products, and products of a unifiedcurrency are under active development. The main customers include outdoormedia companies, advertising agencies and advertisers. CODC was founded in1998, after 16 years of development, the product market share reached as high as58% in the published data field, which means it was in a dominant marketposition. The assessment and research, monitoring products also lie in the middleposition in the industry, which market shares were 19% and 30% respectively.
CODC still faces a major stress, such as direct competitors, CTR relies on brand,price advantage that gained market share, and the potential competitors Ipsos,Miaozhen System also began to develop related products on the outdooradvertising consulting market, so that CODC is facing the increasingly fiercecompetition environment. Meanwhile, the outdoor advertising market ushered ina significant change. The number of the original biggest customer groupadvertising agency and media company customer are decreasing, and thecustomers also put forward higher requirements on the original product quality,service standards, and bargaining. Facing the changing market environment, aswell as the increasingly fierce competition environment, in combination with thepractical situation of CODC current product line and competitors analysis,CODC will continue to focus on the field of outdoor advertising consultingmarket. CODC devoted main energy to assessment and research, published data,monitoring products, and to develop unified currency. In assessment andresearch market, CODC make effort to expand market share through leaderreplication strategy. In published data products market, CODC implementleader strategy, by cultivating customer consumer consciousness to expand theoverall market share, by cultivating the core competitiveness and so on to protectthe existing market share. In monitoring product market, CODC implementchallenger strategy, through learning benchmark to narrow the product gap tograb market share. In the unified currency market, accelerate development pace,and form the unique selling point in the product, and through effectivepromotion strategy put the new product promotion market actively, and achievesales success. Through different product to satisfy customers require. Based onthe marketing strategy, including product strategy, price strategy, promotionstrategy timely adjustment, dealing with competitors, meeting new customerdemand, we need to stable and expand market share, sustainable and stabledevelopment of the company.
Keywords:CODC, outdoor advertising consulting, Michael Porter diamondModel, Product portfolio analysis, analysis of industry attractiveness, strategicoption, marketing strategy
目录
第 1 章
引言 …… 1
1.1户外广告咨询行业的作用……1
1.2CODC 户外广告咨询公司简介 ……2
1.2.1 CODC 成立背景…… 2
1.2.2 CODC 发展历程…… 2
1.2.3 CODC 现状…… 3
1.3研究问题和研究内容……5
1.3.1 研究问题 …… 5
1.3.2 研究内容 …… 5
第 2 章环境分析 …… 5
2.1宏观环境……5
2.1.1 经济环境 …… 6
2.1.2 政策环境 …… 6
2.1.3 技术环境 …… 7
2.2微观环境……8
2.2.1 客户分析 …… 8
2.2.2 客户变化趋势 …… 10
2.3竞争者分析……12
2.4替代者分析……14
2.5CODC 面临的环境分析小结 ……15
第 3 章营销战略 …… 17
3.1战略分析……17
3.1.1 业务吸引力分析 …… 17
3.1.2 公司业务组合分析 …… 18
3.1.3 产品竞争分析 …… 19
3.2战略选择……22
第 4 章营销策略 …… 22
4.1评估与调研产品……23
4.1.1 复制领导者策略 …… 24
4.1.2 建立产品卖点 …… 24
4.1.3 引进先进技术 …… 24
4.1.4 大客户和重点客户策略 …… 25
4.2上刊数据产品……25
4.2.1 扩大整体市场份额 …… 25
4.2.2 保护市场份额 …… 26
4.3监测产品……29
4.3.1 建立产品核心竞争力 …… 29
4.3.2 精准定价保证成本 …… 30
4.3.3 通对标行业标杆弥补产品不足 …… 31
4.4统一货币产品……31
4.4.1 选好市场突破口 …… 32
4.4.2 新产品发布会 …… 32
4.4.3 新产品试用 …… 32
4.4.4 有效的促销 …… 33
第 5 章结论与展望 …… 33
5.1结论……33
5.2进一步建议……35
5.2.1 引进专业人才 …… 35
5.2.2 成立销售部 …… 35
5.2.3 进行质量认证 …… 35
5.3展望……36
参考文献…… 37
致谢 39
