【作者】 张莹；

【导师】 常亚平；

【作者基本信息】 华中科技大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 LED显示产业正在经历一个重大的转变,传统的LED电子大屏市场近乎饱和状态,增长速度大幅度减缓。目前,在新技术的推动下,LED显示应用领域不断扩大,开始向影视拍摄,虚拟内容制作新兴领域拓展。基于LED新技术的LED虚拟拍摄应运而生,逐渐替代了传统的绿幕和实景拍摄,成为影视拍摄,内容制作新一代内容生产的技术方案。截止2024年8月,LED虚拟拍摄发展迅速,市场增长率超过了50%,成为LED显示产业新的增长点。X公司是一家有着30多年历史的LED显示企业,过去三年传统的LED显示业务面临营收增长乏力和利润持续下跌的局面。为了应对行业变化,同时抓LED新技术带来的市场的机会,X公司计划从LED虚拟拍摄业务入手,拓展新的市场,提升公司的营收和利润。基于以上的背景,本文研究首先梳理了营销策略相关理论和LED虚拟拍摄相关研究的进展;其次使用营销环境的分析方法和相关工具,对X公司所面临的内部和外部环境进行了深入分析;然后从企业特征,产品和服务需求,以及选择因素等维度调研了LED虚拟拍摄业务的市场需求。在以上研究基础上,提出了X公司LED虚拟拍摄业务营销策略和实施保障。具体来说,明确了在五年内分两个阶段实现行业前二以及30%以上的市场份额的营销策略目标和路径。确定了以”北美欧洲、中国、以及中东和东南亚的影视、广告、以及直播/娱乐等行业,且有影视内容制作、广告拍摄和虚拟直播为主的LED虚拟拍摄需求的企业”为主要目标市场,以“专业LED虚拟拍摄一站式解决方案提供商”为市场定位的STP策略;同时匹配了相应的4P营销组合策略和营销保障策略。更多还原

【Abstract】 The LED display industry is experiencing a major transformation.The traditional large-scale LED electronic screen market is nearly saturated,with its growth rate slowing down significantly.At present,driven by new technologies,the application fields of LED displays are constantly expanding,reaching into emerging areas such as film and television shooting and virtual content production.LED virtual production based on new LED technologies has thus emerged,gradually replacing traditional green-screen and real-scene shooting,and becoming a new-generation technical solution for content production in film and television shooting and content creation.As of August 2024,LED virtual production has witnessed rapid development,with a market growth rate exceeding50%,making it a new growth point in the LED display industry.Company X is an LED display enterprise with a history of over 30 years.In the past three years,its traditional LED display business has faced sluggish revenue growth and a continuous decline in profits.To adapt to industry changes and seize market opportunities brought by new LED technologies,Company X plans to initiate with the LED virtual production business,expand into new markets,and boost the company’s revenue and profits.Based on the above-mentioned background,this research first sorts out the relevant theories of marketing strategies and the research progress of LED virtual production.Secondly,it uses marketing environment analysis methods and related tools to conduct an in-depth analysis of the internal and external environments faced by Company X.Then,from dimensions such as enterprise characteristics,product and service requirements,and selection factors,it surveys the market demand for the LED virtual production business.On the basis of the above research,this research proposes the marketing strategy and implementation guarantee for Company X’s LED virtual production business.Specifically,it clarifies the marketing strategy goals and paths to achieve the top-two position in the industry and a market share of over 30%within five years in two phases.It determines the STP strategy with"enterprises in the film and television,advertising,live-streaming/entertainment industries in North America,Europe,China,the Middle East,and Southeast Asia,which have demands for LED virtual production mainly for film and television content production,advertising shooting,and virtual live-streaming"as the main target market,and positions itself as a"professional one-stop solution provider for LED virtual production".At the same time,it matches the corresponding 4P marketing mix strategy and marketing safeguard strategy.更多还原