MBA学位论文
作者：屈季春
春晓知识产权服务公司知识产权业务营销策略研究
春晓知识产权服务公司知识产权业务营销策略研究
中文摘要
春晓知识产权服务公司隶属于东阳光集团，将由东阳光集团内部的知识产
权团队独立后成立。注册资金拟为 1000万元，是东阳光公司集团内部的知识产
权团队独立后成立的公司，致力于为企业和个人提供优质的知识产权服务，以
带给顾客价值作为知识产权服务的核心。但是由于其缺少企业运营和营销的经
验，在市场方面迟迟不能打开局面，因此面对目前激烈的知识产权市场竞争，
春晓知识产权服务公司应该如何找准其自身的市场定位，扬长避短，在知识产
权市场中赢取一席之地，已成为春晓知识产权服务公司内部刻不容缓急需解决
的问题。
本文以春晓知识产权服务公司为研究对象，结合相关的服务营销理论以及
知识产权服务欧亿·体育（中国）有限公司的特点，针对春晓知识产权服务公司所面临的经济、社会、
技术和法律环境等外部环境进行分析，结合春晓知识产权服务公司内部的优劣
势，明确市场顾客的需求，对春晓知识产权服务公司所面对的市场进行市场细
分、市场选择并找准相应的市场定位，结合7P、4C理论为其制定相应的营销
策略，以帮助春晓知识产权服务公司快速发展，使其日后在日益严峻的市场竞
争环境中处于一定的优势地位。也为与春晓知识产权服务公司类似的公司提供
一定的研究模型，为此类知识产权服务机构在其营销策略的制定过程中提供一
定的参考。
关键词：服务营销、营销策略、专利代理、知识产权
I
MBA学位论文
作者：屈季春
春晓知识产权服务公司知识产权业务营销策略研究
RESEARCH ON THE MARKETING STRATEGIES OF
INTELLECTUAL PROPERTY SERVICE OF CHUN
XIAO INTELLECTUAL PROPERTY COMPANY
Abstract
Chunxiao IntellectualProperty Service Co., Ltd.belongs to theDongyang
Sunshine Group and will be established by the independent intellectual property team
within the Dongyang Sunshine Group. The registered capital is planned to be 10
million yuan. It is a company established after the independence of the intellectual
property team within the Dongyang Sunshine Group. It is committed to providing
high-quality intellectual property services for enterprises and individuals, and taking
value to customers as the core of intellectual property services. However, due to its
lack of experience in enterprise operation and marketing, it has been unable to open
up the market for a long time. Therefore, in the face of the current fierce intellectual
property market competition, how should ChunxiaoIntellectual Property Service
Company identify its own market positioning, promote strengths and circumvent
weaknesses, and Winning a place in the intellectual property market has become an
urgent issue within Chunxiao Intellectual Property Services Company.
Thispaper takesChunxiao IntellectualProperty ServiceCompanyas the
researchobject,combinestherelevantservicemarketingtheoriesandthe
characteristics of the intellectualproperty service industry, analyzes the external
environment such as the economic, social, technological and legal environment faced
by Chunxiao Intellectual Property Service Company. The internal advantages and
disadvantages of theintellectual property service company, clarifythe needs of
market customers, conduct market segmentation, market selection and identify the
corresponding market positioningfor the market faced byChunxiao intellectual
propertyservice company,andformulatecorresponding marketpositioningin
combination with 7P and 4C theories In order to help Chunxiao Intellectual Property
Service Company to develop rapidly, it will be in a certain dominant position in the
II
MBA学位论文
作者：屈季春
春晓知识产权服务公司知识产权业务营销策略研究
increasingly severe market competition environment in the future. It also provides a
certain researchmodel for companiessimilar to ChunxiaoIntellectual Property
Service Company, and provides a certain reference for such intellectual property
service organizations to formulate their subsequent marketing strategies.
Key words: Marketing management, Marketing strategy, Agency, Intellectual
property right
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