HQ公司纱线产品市场营销策略优化研究

发布时间：2018-01-13 13:21

本文关键词：HQ公司纱线产品市场营销策略优化研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：纺织是我国国民经济发展的支柱产业,同时也是经济发展好坏的晴雨表,有著名的“女士裙子”经济研究,也反映出经济好坏决定着服装原料采购总量的增减。同时,毛纺织加工行业作为我国纺织工业的重要组成部分,是以羊毛、羊绒、动物纤维及新型化学纤维为原料进行纺、织、生产的活动,对毛纺织品进行漂白、染色、印花等工序的染整精加工。毛纺织加工行业主要包括4个子行业,即毛条加工、毛纺织、毛染整精加工和毛针织品及编织品制造。毛纺织加工行业的产品主要作为下游纺织服装行业的原材料,制成各种毛衣、面料、西服、休闲服、防寒服、童装、内衣等成品。上游毛纺织决定着下游毛织成品的成本和成品的风格,而下游的纺织服装行业的发展决定着毛纺织加工行业的产品开发方向、需求规模和价格提升空间。随着我国经济的稳步增长和人工成本的提高,一些产品的市场逐渐被拥有人口红利的印度、越南、缅甸、老挝等国家占据。我国的毛纺工厂如何在当前竞争格局中保持自身的竞争优势,并扩大产品和品牌知名度,是所面临的严峻问题。中国毛纺织加工企业结合自身定位,通过产品升级、产业升级、差异化营销等市场营销策略优化等方案,增强企业核心竞争力。hq公司是一家专业生产毛纺纱线的企业,本文将从市场营销理论出发,以hq公司纱线产品为研究对象,运用所学习的经典管理理论、专业知识、行业经验,对hq公司纱线产品目前市场营销的现状做详细分析,并对竞争对手作对比研究,找出现行营销策略的不足之处。对hq公司产品客户群(经销商和品牌客户)进行实地问卷调研,获取他们对于hq公司纱线产品市场的需求预期,通过客户对产品的四种需求进行详细的分析,即产品需求、价格需求、促销需求和服务需求。通过对竞争对手分析和针对调研获取的客户数据信息进行分析,并根据hq公司纱线产品目前营销现状,本文针对hq公司纱线产品市场营销提出优化方案。主要通过市场定位、产品组合策略、产品价格策略、渠道扩张与管理策略、促销策略、服务营销策略六个方面进行优化改进,期望HQ公司纱线产品在市场竞争中占据优势。
[Abstract]:Textile is the pillar industry of the national economic development of our country, and it is also the barometer of the economic development. There is a famous "ladies' skirt" economic research. At the same time, as an important part of China's textile industry, wool, cashmere is an important part of the industry. Animal fiber and new chemical fiber as raw materials for spinning, weaving, production activities, bleaching, dyeing, printing and other processes of dyeing and finishing. Wool textile processing industry mainly includes four sub-industries. The products of woolen textile industry are mainly used as raw materials of downstream textile and garment industry, making all kinds of sweaters, fabrics and suits. Casual wear, cold clothing, children's clothing, underwear and other finished products. Upstream woolen textile determines the cost of downstream woolen products and the style of finished products. The development of the downstream textile and clothing industry determines the direction of product development, demand scale and price improvement space. With the steady growth of our economy and the increase of labor costs. The market of some products has been gradually occupied by India, Vietnam, Myanmar, Laos and other countries which have demographic dividend. How to maintain their competitive advantage in the current competitive pattern of woolen textile factories in China. Chinese woolen textile processing enterprises combined with their own positioning, through product upgrading, industrial upgrading, differentiated marketing and other marketing strategies optimization. HEC is a professional manufacturer of woolen yarns. This paper will start from the marketing theory, take the yarn products of hq company as the research object, and apply the classical management theory. Professional knowledge, industry experience, to analyze the current situation of hq yarn products marketing in detail, and to make a comparative study of competitors. Find out the shortcomings of the current marketing strategy. Survey the customer base (dealers and brand customers) of hq company on the spot, and obtain their expectation of demand for the yarn market of hq company. Through the customer to the product four kinds of needs detailed analysis, namely the product demand, the price demand, the promotion demand and the service demand, through the competitor analysis and the customer data information which the research obtains carries on the analysis. And according to the current marketing situation of the yarn products of hq company, this paper puts forward the optimized scheme for the marketing of the yarn products of hq company, mainly through market positioning, product combination strategy and product price strategy. The channel expansion and management strategy, the promotion strategy, the service marketing strategy are optimized and improved, and the yarn products of HQ company are expected to occupy the advantage in the market competition.
【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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