A纺织品公司营销策略存在的问题与对策研究

发布时间：2018-03-03 14:09

本文选题：纺织行业　切入点：市场定位　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年是纺织行业机遇与挑战并存的一年。“中国制造2025”吹响了制造业向“智造”进军的号角,“互联网+”、“十三五纺织计划”为纺织行业指明了与信息技术融合发展的数字化、信息化、智能化的发展主线,使纺织企业在政策上面临着利好与机遇;而行业下行压力不断加大,外贸出口明显下滑,原材料、水洗、人工成本上涨,又给纺织企业的发展带来诸多压力和挑战。众多纺织企业在传统与变革、升级与创新中不断成熟,稳中求进。A纺织品公司为河北省高阳县纺织行业的龙头企业,从事纺织行业二十多年,在当地产业集群中占有一定优势,目前主要经营内销“三巾”类产品。面对市场环境的变化,A纺织品公司先后三次提出“创业”口号,调整企业发展方向。目前,A纺织品公司现行的营销策略存在一定问题,究其根源缺乏清晰明确的营销战略。面对严峻地外部环境和经济形势,如何调整营销战略、如何修正营销策略成为A纺织品公司亟待解决的问题。笔者从宏观、微观角度对A纺织品公司的营销环境进行分析,以不断变化的消费者需求为出发点,对A纺织品公司的营销策略存在的问题进行总结。结合SWOT矩阵显示的内容,笔者清晰地分析了A纺织品公司的市场定位,并把定位作为根本出发点,提出了营销策略的对策建议。简要概括如下:A纺织品公司首先要结合目标客户需求展开新品研发,加大品牌建设力度;其次,定价方法要灵活多样化;第三,除现有渠道维护外,积极拓展国内渠道终端,建立强大的渠道网络;第四,将促销与品牌形象相结合,加强企业市场关注度。本文通过文献研究法、对比分析法和总结归纳法对论题进行研究,笔者通过与公司人员访谈获得一手资料,从公司内刊、知网、互联网等网络搜集大量二手资料,期望提出的对策建议能助力A纺织品公司经营水平更上新台阶,提高其营销能力和竞争实力。同时,为A纺织品公司相似的纺织企业提供的参考,具有理论和实践的双重价值。
[Abstract]:In 2016, the textile industry had both opportunities and challenges. "made in China 2025" sounded the trumpet of "smart manufacturing". The "Internet" and "13th Five-Year Plan" pointed out the digitalization of the integration with information technology for the textile industry. With the development of information technology and intelligence, textile enterprises are faced with favorable policies and opportunities. However, the downward pressure on the industry is increasing, the export of foreign trade is obviously declining, raw materials, water washing, and labor costs are rising. The development of textile enterprises has brought a lot of pressure and challenges. Many textile enterprises are becoming mature in tradition and reform, upgrading and innovation. The textile company "A" is the leading enterprise in the textile industry of Gaoyang County, Hebei Province. Engaged in textile industry for more than 20 years, it has a certain advantage in local industrial clusters. At present, it is mainly engaged in domestic sales of "three towels" products. In the face of changes in the market environment, textile companies have put forward the slogan of "starting a business" three times. Adjust the development direction of the enterprise. At present, there are some problems in the current marketing strategy of the textile company, the root cause of which is lack of clear and clear marketing strategy. In the face of the severe external environment and economic situation, how to adjust the marketing strategy, How to correct the marketing strategy has become an urgent problem for A textile company. The author analyzes the marketing environment of A textile company from the macro and micro angles, taking the changing consumer demand as the starting point. This paper summarizes the problems existing in the marketing strategy of A textile company. Combined with the content of SWOT matrix display, the author clearly analyzes the market positioning of A textile company and regards the positioning as the fundamental starting point. The countermeasures and suggestions of marketing strategy are put forward. The following are briefly summarized as follows: firstly, we should develop new products according to the needs of our target customers, and increase the strength of brand building; secondly, the pricing methods should be flexible and diversified; thirdly, In addition to the existing channel maintenance, actively expand the domestic channel terminal, establish a strong channel network; 4th, the combination of sales promotion and brand image, strengthen the enterprise market attention. Comparative analysis and summary inductive research on the topic, the author through interviews with company personnel to obtain first-hand information, from the company's internal publications, knowledge of the Internet and other networks to collect a large number of second-hand information, It is expected that the proposed countermeasures and suggestions can help A textile company to raise its management level to a new level and to improve its marketing ability and competitive strength. At the same time, the reference provided for similar textile enterprises of A textile company is of both theoretical and practical value.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.81

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