Research On The Marketing Strategy Of Dalian Fuda Online Photo Processing Company

In recent years, with the digital camera industry and the Internet, mobile networks, the rapid development of Internet-based and wireless communications networks, the gradual rise of digital printing. Network printing its low cost and convenience stores to traditional printing methods to form a not a small impact on the development potential can not be belittled. Europe's largest printing companies Cewe Color competitive advantage of network marketing in 21 countries have set up printing shop; the United States, Shutterfly Inc., was established in 1999 to 2006, turnover reached 350 million U.S. dollars. Camera & Imaging Equipment Industry published data indicate that in 2007 worldwide sales of 84.87 million units the camera, but will always maintain a high growth trend. According to the China Video Industry Research Center, the statistical analysis of 2007 turnover of the domestic digital photo printing up to 70 billion yuan in the year 2010 could reach 100 billion level. Printing personalized products and specialty products share of close to 30% of the total printing and profit contribution rate will have to account for 50% or even higher. Major printing agencies to expand distribution channels and a variety of distribution means, at any cost to compete for customers, network printing competition, price war is in full swing, point of sale terminals facing the low-profit or even negative profits. Dalian Dalian printing industry, Fidelity is well-known enterprises, their development is also facing similar problems.Therefore, how the company Dalian Fidelity under the enterprise's own brand to expand the enterprise market share, has become an urgent need to Dalian Fidelity's problems.In this paper, team Dalian Fidelity the company's marketing network printing issues in-depth study, and strive for the company's marketing strategy decision-making and long-term development of the views of some reference, but also want to be able to Dalian local network printing industries play "attract valuable comments," The effect. Paper is divided into five chapters. Chapter I Introduction section, which mainly describes the background of this study, company profile, and research ideas. Chapter II, Dalian Fidelity targeted marketing environment of the in-depth analysis, mainly including market demand and forecasts, macroeconomic analysis, competitive environment analysis, network printing market analysis, internal environmental analysis. Conducting competitive environment analysis, the use of the Porter five-force model. The third chapter is a network of printing companies in Dalian Fidelity objective decision-making research, mainly on the company's SWOT analysis, the company's target market selection and the company's market positioning. The fourth chapter in Dalian Fidelity against a number of marketing problems-solving strategies, respectively, from the product, price, promotion and channel launched four major aspects of explanation. Chapter V Dalian Fidelity has put forward the company's marketing strategy to implement a number of safeguards.In short, research papers on the basis of marketing theory in order to Dalian Fidelity network specific object of study, through empirical analysis and research, presented Fidelity's marketing strategy in Dalian improvement measures, the development of the company has some significance.