| ACKNOWLEDGEMENTS | 第4-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第7-9页 |
| LIST OF ABBREVIATIONS | 第9-20页 |
| 1 Introduction | 第20-24页 |
| 1.1 Background of topic selection | 第20-21页 |
| 1.2 Purpose and Meaning of Research | 第21-23页 |
| 1.2.1 Purpose of research | 第21-22页 |
| 1.2.2 Meaning of research | 第22-23页 |
| 1.3 Research Methods | 第23页 |
| 1.4 Major Research Content | 第23-24页 |
| 2 Literature Review | 第24-34页 |
| 2.1 Basic Concepts | 第24-26页 |
| 2.1.1 Definition of intellectual property service industry | 第24-25页 |
| 2.1.2 Definition of marketing | 第25页 |
| 2.1.3 7Ps marketing theory | 第25-26页 |
| 2.2 Foreign and domestic research achievements | 第26-31页 |
| 2.2.1 Domestic research achievements | 第26-29页 |
| 2.2.2 Foreign research achievements | 第29-31页 |
| 2.3 Definition of intellectual property service industry | 第31-34页 |
| 3 The Introduction of RT Intellectual Property Company | 第34-47页 |
| 3.1 Background of RT Intellectual Property Company | 第34-35页 |
| 3.2 Competitor analysis | 第35-37页 |
| 3.2.1 The enterprise management companies - taking Guangdong Hengze Business Management Co., Ltd as an example | 第35页 |
| 3.2.2 Other intellectual property agencies in specialty | 第35-36页 |
| 3.2.3 Core competitors | 第36-37页 |
| 3.3 Marketing status of RT Intellectual Property Company | 第37-47页 |
| 3.3.1 Service product status | 第37-39页 |
| 3.3.2 Price status | 第39-41页 |
| 3.3.3 Promotion status | 第41-43页 |
| 3.3.4 Personnel status | 第43-44页 |
| 3.3.5 Physical evidence status | 第44-45页 |
| 3.3.6 Channel status | 第45-47页 |
| 4 Analysis on the Marketing Environment of RT Intellectual Property Company | 第47-64页 |
| 4.1 Analysis on the Macro Environment of RT Intellectual Property Company | 第47-57页 |
| 4.1.1 Political environment | 第47-52页 |
| 4.1.2 Economic environment | 第52-54页 |
| 4.1.3 Social environment | 第54-55页 |
| 4.1.4 Technical environment | 第55-57页 |
| 4.2 Analysis on the Micro Environment of RT Intellectual Property Company(SWOT Analysis) | 第57-64页 |
| 4.2.1 Strength analysis | 第58-59页 |
| 4.2.2 Weakness analysis | 第59页 |
| 4.2.3 Opportunity analysis | 第59-61页 |
| 4.2.4 Threat analysis | 第61-64页 |
| 5 Major Marketing Problem of RT Intellectual Property Company | 第64-67页 |
| 5.1 Lack professionals to meet the demand of daily workload, unreasonable structure | 第64-65页 |
| 5.2 Often miss the market and policy opportunities | 第65页 |
| 5.3 Lack of 7Ps marketing philosophies, weak service marketing awareness in the management team | 第65-66页 |
| 5.4 Slow construction of informatization and seriously inadequate investment | 第66-67页 |
| 6 Marketing Optimization Strategy Based on 7Ps Theory | 第67-85页 |
| 6.1 Product Optimization Strategies | 第67-71页 |
| 6.1.1 To focus on the innovation in electric agent institution business | 第68-69页 |
| 6.1.2 To design new product based on customer demand | 第69-70页 |
| 6.1.3 To master policy orientation so as to grasp the market opportunity | 第70页 |
| 6.1.4 To actively develop agent products | 第70页 |
| 6.1.5 To explore new marketing channel | 第70-71页 |
| 6.2 Pricing optimization strategies | 第71-74页 |
| 6.2.1 To emphasize service pricing strategy | 第71-72页 |
| 6.2.2 To make innovation in pricing mode | 第72-73页 |
| 6.2.3 To complete cost accounting | 第73页 |
| 6.2.4 To establish flexible price mechanism | 第73-74页 |
| 6.3 Sales channel optimization strategies | 第74-77页 |
| 6.3.1 The mode of intellectual property service transmission | 第74-75页 |
| 6.3.2 Distribution selection | 第75-76页 |
| 6.3.3 Service transmission in virtual space | 第76页 |
| 6.3.4 Channel strategies aiming to target market | 第76-77页 |
| 6.4 Multiple Promotion Optimization Strategies | 第77-79页 |
| 6.4.1 Routine promotion optimization strategies | 第77-78页 |
| 6.4.2 Internet promotion optimization strategies | 第78-79页 |
| 6.5 Service process optimization strategies | 第79-81页 |
| 6.6 Optimization strategies on physical evidence | 第81-83页 |
| 6.6.1 To provide the differentiated display of agent institution image | 第82页 |
| 6.6.2 To provide warn and comfy environment display | 第82-83页 |
| 6.6.3 To provide standardized personnel display | 第83页 |
| 6.7 Optimization strategies on human resource | 第83-85页 |
| Conclusion | 第85-87页 |
| RERERENCE | 第87-90页 |
