MBA论文

XX服装企业市场营销策略案例研究

入库:2009年1月20日16:5



摘要


我国加入WTO以后,服装产业的市场竞争规则和竞争对手发生了很大的变化,作为服装企业也应该根据竞争态势、竞争要素和对手的变化调整今后的发展战略。作为中小服装企业,更加面对激烈的市场竞争和多变的内外部环境,如何开拓服装业务新的领域,扩大市场份额,建立行之有效的营销系统,实现向市场要效益。

本文首先对市场营销的相关理论,如市场细分与目标化理论、市场竞争理论、市场营销组合理论等进行回顾。然后对 X公司内外部环境,包括宏观环境PEST分析和行业环境进行分析,然后对 X公司市场营销竞争环境进行五力分析、并进一步分析服装业背景与竞争态势以及 X公司发展面临的困难。在环境分析的基础上,依据市场细分的理论,进一步对适合×公司进入的细分目标市场进行了重新界定,运用营销组合理论并结合市场调研的结果详细分析了产品的营销组合策略。进而制定了全新的产品策略、渠道策略、价格策略和促销策略;

关键词:营销策略,中小服装企业,PEST分析,五力分析 ;市场营销策略

ABSTRACT

China's accession to the WTO, the garment industry market competition rules and competition has changed, as a garment enterprises should also be the basis of competition, competitive factors and changes in the opponent's adjustments in future development strategies. As small and medium-sized garment enterprises, and more the face of fierce market competition and volatile external environment, how to open up new areas of apparel business, and expand market share, the establishment of an effective marketing system to achieve efficiency to the market.

This article first marketing theory, such as market segmentation and target theory, competition in the market theory, portfolio theory, such as marketing review. X company and then the external environment, including macroeconomic environment PEST analysis and industry analysis of the environment, and then X-company marketing five forces competitive environment analysis and further analysis of the garment industry background and competition as well as the X company's development problems. In the environment based on the analysis, based on market segmentation theory, further suitable × companies to enter the breakdown of the target market has been a redefinition of using the marketing mix theory and market research combined with the results of a detailed analysis of the product's marketing mix strategy. And then developed a new product strategy, channel strategy, pricing strategies and promotional strategies;

Key words marketing strategy, small and medium-sized garment enterprises, PEST analysis, five forces analysis; Marketing Strategy

 

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