商铺户外LED滚动字幕机的营销问题研究
毕业论文关键词：LED字幕机；AIDMA法则；商铺营销
Abstract As a Multi-functional and the most able to attract people's attention outdoor advertisements, shop’s outdoor LED rolling subtitles machine play a role of bridge between the shops and passers-by in daily life. This paper focuses on explaining how to correctly use LED scrolling so as to make it has the unique value of the shops marketing tool, which makes it effectively improve store sales and boost the popularity, becoming a beautiful scenery line in bustling city. On the base of the previous research, this paper mainly combined with the current shops outdoor LED subtitles rolling machine status through survey and interviews with the masses of result analysis, and selects the classic marketing theory AIDMA principle for LED rolling subtitles machine to measure and analysis in order to find existing problem in the actual operation. According to the current problem and access to relevant data, respectively put forward a series of targeted and practical suggestions to the shops themselves, LED rolling subtitles machine industry and government three subjects as a reference for the industry to improve and standardize.
Key Words: LED display; AIDMA rule; shop marketing
目 录
导言1
一、商铺户外 LED 滚动屏研究概述2
（一） 商铺户外LED滚动屏的研究目的2
1.研究的意义2
2.研究的目的2
（二）商铺户外LED滚动屏的研究角度2
1.构思依据2
2.研究方式3
二、商铺户外 LED 滚动相关文献综述4
三、商铺户外 LED 滚动屏现状分析6
（一）户外LED字幕PEST机环境分析6
1.政治环境6
2.经济环境6
3.社会环境6
4.法律环境6
（二）商铺户外LED字幕机特点分析7
（三）商铺户外LED字幕机内容分析7
四、商铺户外 LED 字幕机问题探析9
（一）缺乏重视，使用更新不及时9
（二）内容空泛，营销效用待提升9
（三）管理不善，店家政府俱有责10
（四）信息零散，营销效果存瓶颈10
五、商铺户外 LED 字幕机改进对策11
（一）对商铺建议11
1.调整外形，提高受众注意11
2.丰富信息，增加受众兴趣12
3.改善内容，促进客户购买12
4.简化内容，方便受众记忆13
（二）对市场建议13
（三）对政府建议14
1.完善条例，参照谷歌广告14
2.加强宣传，引导商铺自律14
3.呼吁群众，加强社会监督15
六、商铺户外 LED 滚动屏研究结论16
（一）LED滚动屏研究总结16
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