艺术摄影欧亿·体育（中国）有限公司在我国兴起和发展已有二十余年。当前，以婚纱摄影为典型代 表的大、中、小型商业摄影服务机构遍布于我国城市大街小巷。在艺术摄影欧亿·体育（中国）有限公司 的快速发展的背后其实存在许多问题：缺乏欧亿·体育（中国）有限公司规范和监管规章制度，产品、服 务良莠不齐；从业人员素质参差不齐；同质化竞争激烈，摄影产品和服务形式陈 旧，新生市场有待开发等。针对这些问题，摄影企业如何在激烈的竞争中生存下 来并获得持续发展壮大是摄影企业经营者们思考的重要问题。 本文以广东省罗定市的一家处于创业初期的摄影服务企业——H艺术摄影 公司作为研究对象，运用PEST分析法、波特五力模型从宏观和欧亿·体育（中国）有限公司两个角度评 估H艺术摄影公司所处的创业营销环境，发掘H艺术摄影公司的市场潜力；使 用SWOT分析法对H艺术摄影公司的优势、劣势、机会和威胁因素进行分析， 明确H艺术摄影公司的创业营销战略；通过访谈、消费者问卷调查等调研方式 对市场需求进行调查，结合市场营销STP分析理论，从战略、关系、操作层面 融合公司的创业优势资源及市场需求风向，综合运用市场营销创新和过程整合思 维，制定出能充分发挥出公司创业优势的4P营销策略组合，力求达到发挥H艺 术摄影公司的创业营销优势，突破欧亿·体育（中国）有限公司内同质化竞争的现状，提高公司的竞争能 力，迅速获取市场份额，提高创业绩效，在激烈的市场竞争中站稳脚跟的目的。 本研究成果可为处于创业初期的H艺术摄影公司突破营销瓶颈，提高营业 绩效提供实践指导。同时，对其他创业企业制定和实施营销策略也具有一定的参 考意义。 关键词：艺术摄影；创业营销；市场战略 II RESEARCHONTHEENTREPRENEURIALMARKETINGSTRATEGYOF HARTPHOTOGRAPHYCOMPANYINLUODINGCITY ABSTRACT TheartphotographyindustryhasbeenrisinganddevelopinginChinaformore than20years.Thelarge,mediumandsmall-scalecommercialphotographyservice institutions,representedbyweddingphotography,arealloverthestreetsandlanesof citiesinChina.Behindtherapiddevelopmentofartphotographyindustry,thereare manyproblems:lackofindustrynormsandregulatoryrulesandregulations,goodand badproductsandservices;unevenqualityofpractitioners;fiercehomogenization competition,obsoletephotographyproductsandservices,newmarketstobe developed,etc.Inviewoftheseproblems,howtosurviveinthefiercecompetition andgetsustainabledevelopmentandgrowthisanimportantissueforphotographic businessoperators. Inthispaper,Hartphotographycompany,astart-upphotographyservice enterpriseinLuodingCity,GuangdongProvince,istakenastheresearchobject,and theentrepreneurialmarketingenvironmentofHartphotographycompanyis evaluatedfromtwoperspectivesofmacroandindustrybyPESTanalysisandPorter's fiveforcesmodel,soastoexplorethemarketpotentialofHartphotographycompany; theadvantagesanddisadvantagesofHartphotographycompanyareanalyzedby SWOTanalysisAnalyzetheopportunityandthreatfactors,makeclearthe entrepreneurialmarketingstrategyofHartphotographycompany,investigatethe marketdemandthroughinterviews,consumerquestionnairesandotherresearch methods,combinetheSTPanalysistheoryofmarketing,integratethecompany's advantageousresourcesandmarketdemandwinddirectionfromthestrategic, relationalandoperationallevels,andmakecomprehensiveuseofmarketing innovationandprocessintegrationthinkingMakea4Pmarketingstrategy III combinationthatcangivefullplaytothecompany'sentrepreneurialadvantages,soas togivefullplaytohartphotographycompany'sentrepreneurialmarketingadvantages, breakthroughthestatusquoofhomogeneouscompetitionintheindustry,improvethe company'scompetitiveness,quicklyobtainmarketshare,improveentrepreneurial performance,andstandfirminthefiercemarketcompetition. TheresearchresultscanbeusedaspracticalguidanceforHartphotography companytobreakthroughthemarketingbottleneckandimprovebusiness performance.Atthesametime,italsohasacertainreferencesignificanceforthe formulationandimplementationofmarketingstrategiesofotherenterprisesinthe initialstage. KEYWORDS:ArtPhotography;EntrepreneurialMarketing;Market Strategy IV 目录 摘要..........................................................................................................................I ABSTRACT.......................................................................................................................II 第一章绪论..................................................................................................................1 1.1研究背景和意义..............................................................................................1 1.1.1研究背景...............................................................................................1 1.1.2研究意义..............................................................................................2 1.2研究思路和主要方法......................................................................................2 1.2.1研究思路和技术路线...........................................................................2 1.2.2研究方法...............................................................................................4 第二章相关理论及研究综述......................................................................................6 2.1营销的概念及理论..........................................................................................6 2.1.1STP理论...............................................................................................6 2.1.24P营销组合.........................................................................................7 2.2创业营销的定义及研究现状.........................................................................7 2.2.1创业营销的定义...................................................................................7 2.2.2创业营销的研究现状...........................................................................8 2.2.3创业营销与传统营销的比较...............................................................9 2.2.4创业营销过程整合模型.....................................................................10 第三章H艺术摄影公司外部创业营销环境分析.....................................................12 3.1H艺术摄影公司基本情况和主要业务........................................................12 3.1.1H艺术摄影公司的基本情况.............................................................12 3.1.2H艺术摄影公司的主要业务.............................................................12 3.2H艺术摄影公司宏观环境分析....................................................................13 3.2.1政治法律环境分析............................................................................13 3.2.2经济环境分析....................................................................................14 3.2.3社会环境分析....................................................................................15 3.2.4技术环境分析....................................................................................15 3.3竞争环境分析...............................................................................................15 3.3.1新进入者的威胁................................................................................16 V 3.3.2替代品的威胁....................................................................................16 3.3.3供应商的议价能力............................................................................17 3.3.4顾客的议价能力................................................................................17 3.3.5现有竞争者分析................................................................................18 第四章H艺术摄影公司内部创业营销环境分析...................................................19 4.1艺术摄影市场的特点和市场调查................................................................19 4.1.1艺术摄影市场的特点........................................................................19 4.1.2罗定市艺术摄影产品服务市场调查................................................19 4.2H艺术摄影公司创业营销SWOT分析..........................................................23 4.2.1H艺术摄影公司的优势分析.............................................................23 4.2.2H艺术摄影公司的劣势分析.............................................................24 4.2.3H艺术摄影公司面临的机会.............................................................24 4.2.4H艺术摄影公司面临的威胁.............................................................25 4.3H艺术摄影公司创业营销STP分析...........