Marketing Analysis Of Children Animation Microfilm In Shanghai Area For S Company

In recent years,with the economic development,parents pay more and more attention on the emotional investment on their children.Children photography,as the most popular approach to record the children's growing up,has been widely accepted by the society.Based on the development status and trend of children's photography industry,this thesis emphasized the research on the market positioning and marketing strategy of S company's children animation microfilm products in Shanghai area.The purpose of this research is to change the major issues in the current children photography market,such as low profit and competitive pressure,and therefore,to improve the efficiency of children's photography companies and increase the performance of S company,in order to provide better choices to customers.The core of this thesis is to utilize PEST analysis,STP theory,4P marketing mix theory,and other relevant theoretical knowledge,to analyze the sales data and marketing strategy of S company's children's animation microfilm products in Shanghai area,and therefore to find the marketing problems related to the S company's children animation microfilm products,and put forward corresponding improvement strategies.This thesis consists of eight parts.The first chapter is the introduction,which briefly introduces the origin,background,significance,theory and method of this research topic,and explains the whole structure of this thesis.The second chapter illustrates the marketing theory involved in this thesis and the related literature materials which have been analyzed on the related issues.In the third chapter,the environment of the children photography in China has been thoroughly studies based on the PEST theory and the Five-Force-Model of Potter.The fourth chapter introduces and analyzes the operation of S company,and points out the major issues related to the marketing process of the children's animation microfilm products.The fifth chapter is customer survey and customer analysis in Shanghai area.The sixth chapter further classifies the customers of the children animation microfilm by using STP theory,and selects the target market and performs the market positioning.The seventh chapter aims at the problems in the marketing process of children's animation microfilm products proposed in the fourth chapter by using 4P theory,and proposed the specific solutions based on the four aspects: product and service,price,channel,advertising and promotion.The eighth chapter,as the summary chapter,further elaborates the significance and conclusions of the research,as well as the limitations of this research,and finally points out the future development potentials on the market of the children animation microfilm.