上海SN拉链有限公司营销策略研究

发布时间：2018-01-23 12:48

本文关键词： 拉链营销策略 SWOT分析　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：拉链行业是传统行业,其需求呈刚性状态。作为拉链行业中的中高端品牌,市场发展空间和企业效益空间都很巨大。目前,我国国内拉链企业虽然数量多,但是受限于技术、资本、管理等方面的原因,企业规模小,生产产品质量低,其竞争多数集中于低端市场或是中低端市场,而中高端市场几乎被国外品牌垄断,日本的YKK和瑞士的RIRI两个品牌主导了一流市场。在此背景下,本文探讨了SN公司作为行业的新进入者,如何凭借自身具备的优势抓住环境变化的契机,从而打入拉链行业。本文运用PEST模型,波特五力模型和SWOT分析方法,分别对企业所处的一般宏观环境,行业环境和自身资源进行了分析。发现服装行业总体需求量大,但不确定因素多,对拉链产品的品质要求提高；同业竞争激烈,目标市场客户竞争激烈,新进入威胁大；SN公司作为新进入者在产品品质、设备、信息化管理等方面具备优势,但同时成长时间短,市场占有率低,品质稳定性不足等缺点也制约了其发展壮大。在此基础上,本文加以市场细分和产品定位,提出了以营销策略为主的几个促进SN公司产品经营的策略和建议。产品策略上,以保证产品优秀品质为中心,提供差异化产品服务,突出“为设计师开发”服务为特色,并加强生产设备改造创新能力,提高自动化流水生产水平,有选择性的引进国际先进技术等方法促进产品品质改良；促销策略上,本文建议在专业杂志中进行广告推广,比如《中国制衣》杂志,同时利用网络等新兴媒体进行品牌推广,并加强员工销售培训,定期参与国内外展会；分销策略中,采取中国布局全球渗透的策略,建立合理的营销中心,必要时选择合理的国外分销中间商；价格策略中,对新市场采用渗透定价,对细分市场采用差异化定价。此外,还从公司的整体运营方面提出了建议：选择挖掘超级原材料供应商和设备供应商；完善信息化管理,提高效率；加强管理团队建设和人才培养；拓展公司融资能力；完善企业管理机制和服务理念,加强知识产权保护。
[Abstract]:Zipper industry is a traditional industry, its demand is rigid. As a middle and high-end brand in zipper industry, market development space and enterprise benefit space are huge. At present, domestic zipper enterprises in China have a large number of zipper enterprises. But limited by technology, capital, management and other reasons, small enterprises, low product quality, its competition is mostly concentrated in the low-end market or low-end market, while the high-end market is almost monopolized by foreign brands. Japan's YKK and Switzerland's RIRI two brands dominated the first-class market. In this context, this paper discusses SN company as a new entrant of the industry, how to use its own advantages to seize the opportunity of environmental change, so as to break into the zipper industry. This paper uses PEST model. Porter's five-force model and SWOT analysis method, respectively, the general macro environment, industry environment and their own resources are analyzed. It is found that the total demand of clothing industry is large, but there are many uncertain factors. Improve the quality of zipper products; Fierce competition in the same industry, fierce competition among customers in the target market, and great threat to new entry; SN company, as a new entrant, has advantages in product quality, equipment and information management, but its development is restricted by its short growth time, low market share, low quality stability and so on. On this basis, this paper gives market segmentation and product positioning, and puts forward several strategies and suggestions to promote SN company's product management, which are based on marketing strategy. In product strategy, the center is to ensure the excellent quality of the product. To provide differentiated product services, highlight the "development for designers" service as a feature, and strengthen the innovation of production equipment transformation, improve automation income production level. Selective introduction of international advanced technology and other methods to promote product quality improvement; On the promotion strategy, this paper suggests advertising in professional magazines, such as "China clothing" magazine, at the same time using network and other emerging media to promote the brand, and strengthen staff sales training. Regular participation in domestic and foreign exhibitions; In the distribution strategy, we should adopt the strategy of global penetration of China's layout, establish a reasonable marketing center, and select a reasonable foreign distribution middleman if necessary; In the pricing strategy, penetration pricing is adopted for the new market and differential pricing is used for the subdivision market. In addition, suggestions are made from the overall operation of the company: mining super raw material suppliers and equipment suppliers; Perfecting information management and improving efficiency; Strengthen management team building and talent training; Expand the financing ability of the company; Improve enterprise management mechanism and service concept, strengthen intellectual property protection.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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