ACE公司面向英国市场营销策略研究

发布时间：2018-01-11 01:31

本文关键词：ACE公司面向英国市场营销策略研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着全球经济一体化进程的加快,各地区、各国之间的经济贸易越来越频繁,全球范围内的贸易竞争也愈发激烈,纺织服装业作为我国传统的产业,具有劳动力密集型的特点,在国际市场竞争中存在低价格、低成本、产品数量多这些明显的优势,但是也存在制约我国纺织服装业可持续发展的因素,例如产品品牌附加值低、产品技术力量薄弱和拓展国际市场能力弱。从国内外宏观形势看,世界政治格局稳定、经济处于稳定持续发展中,国外新兴地区的纺织服装企业增长,国内经济继续发展,但劳动力成本上升,原材料成本上升,汇率上升等问题导致我国企业出口成本大大增长,因此在激烈的国际市场竞争环境中,如何在竞争中立于不败之地,如何进一步扩大国际市场份额,如何制定有效的国际营销政策是国内纺织服装企业所面临的关键问题。本文选取ACE公司所处的英国市场为研究对象,首先整理和回顾国际市场营销相关理论,以及纺织服装业营销理论发展历程,从理论的角度阐述国际市场营销以及纺织服装产品营销相关知识。然后分析了ACE公司现状以及英国市场现有营销策略,总结和归纳其问题和不足;接着分析英国市场营销环境条件,分别从政治、经济、环境和技术四方面进行阐述;再运用经销商访谈和市场调研的办法,终端客户问卷调查分析休闲服装产品终端客户群体、终端客户购买行为、终端客户需求分析以及竞争现状分析,运用经销商访谈分析经销商对服装产品、价格和服务满意度。最后从产品策略、价格策略、渠道策略和促销策略这四方面,改进和优化英国市场的营销策略。本文分析、整理了纺织服装行业和企业大量的资料和数据,理论联系实际,详细分析ACE公司在英国市场存在实际问题,为开拓英国市场提供了针对性和创新性的市场营销解决方案,对企业拓展国际市场具有较好的现实指导意义,同时也对相关企业的开拓国际市场运用的营销策略起到一定的借鉴意义。
[Abstract]:With the acceleration of the process of global economic integration, the economic and trade between different countries is becoming more and more frequent, and the global trade competition is becoming more and more fierce. Textile and clothing industry as the traditional industry of our country. With the characteristics of labor-intensive, in the international market competition, there are low prices, low costs, the number of products these obvious advantages, but there are also constraints on the sustainable development of textile and clothing industry in China. For example, the added value of the product brand is low, the technical strength of the product is weak and the ability to expand the international market is weak. From the macro situation at home and abroad, the world political structure is stable and the economy is in stable and sustainable development. The growth of textile and clothing enterprises in foreign emerging areas and the continued development of domestic economy, but the rise of labor costs, rising raw materials costs, exchange rates and other issues have led to a great increase in export costs of Chinese enterprises. Therefore, in the fierce international market competition environment, how to remain invincible in the competition, how to further expand the international market share. How to formulate effective international marketing policy is the key problem that domestic textile and garment enterprises face. This paper chooses the British market of ACE company as the research object. First of all, it reviews the relevant theories of international marketing, and the development of textile and clothing industry marketing theory. This paper expounds the knowledge of international marketing and textile and garment products marketing from a theoretical point of view. Then it analyzes the current situation of ACE Company and the existing marketing strategies in the UK, summarizes and summarizes its problems and shortcomings. Then it analyzes the British marketing environment conditions, respectively from the political, economic, environmental and technical aspects of the elaboration; Then using the method of dealer interview and market research, the end customer questionnaire survey is used to analyze the terminal customer group of leisure clothing products, the purchase behavior of terminal customer, the demand analysis of terminal customer and the analysis of the current situation of competition. Using dealer interviews to analyze dealers' satisfaction with clothing products, prices and services. Finally, from four aspects: product strategy, price strategy, channel strategy and promotion strategy. Improve and optimize the British marketing strategy. This paper analyzes and collates a large number of materials and data of textile and garment industry and enterprises, combines theory with practice, and analyzes in detail the practical problems of ACE in the UK market. It provides a targeted and innovative marketing solution for the development of the British market, and has a good practical significance for enterprises to expand the international market. At the same time, it also plays a certain reference to the marketing strategies used by related enterprises in the development of international markets.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.81

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