M公司儿童品牌服饰营销包装的采购策略研究

发布时间：2018-02-24 11:31

本文关键词： 绿色环保营销包装采购管理　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：产品包装是产品营销管理过程中的重要的组成部分,卓越、有效的产品包装运营策略是提高企业营销收入以及利润,推动企业发展获得良好业绩的新营销形式下的重要环节之一。同时,国内的儿童品牌服饰行业的竞争非常激烈,若想夺得国内儿童品牌服饰一席之地,通过进一步深入研究儿童品牌服饰产品包装运营策略是儿童品牌服饰企业的必经之路和重要的研究课题。本文研究了产品的绿色环保包装的营销功效以及辅助营销作用的产品包装运营策略,目的是为了分析基于儿童品牌服饰的产品包装在运营管理中可能存在的误区,并通过进一步重新认识,梳理,优化和改进,用于构建较为完整的,更高价值和有效的产品运营管理策略,推进企业在产品包装运营管理走上正确的科学之路,扩大产品包装在营销中的实际效用,提高企业的业绩和影响力。本文首先归纳了产品包装在企业营销战略发展中的突出作用,对重新认识产品包装功效这一观点提出并分析。然后,国内儿童品牌服饰产品及包装产业状况做了概述和分析,归纳出儿童服饰产品包装的发展趋势。其次,进一步分析包装营销策略,指导产品包装采购决策。再次,在营销驱动的采购管理策略中所包括的采购策略、采购业务流程化策略、供应链信息化策略、产品包装成本的管控与降低策略等方面进行细分研究。营销驱动的采购管理策略符合公司的发展需要,深入研究指导实践具有十分重要的意义。本文中的营销功能的产品包装运营管理方法是理论结合实际的管理方法,同时对于其他相似的企业也会有一定的借鉴意义和参考价值。
[Abstract]:Product packaging is an important part in the process of product marketing management. At the same time, the competition of children's brand clothing industry in China is very fierce, if you want to win a place of domestic children's brand clothing, Through further research on children's brand clothing product packaging operation strategy is the only way and an important research topic for children's brand clothing enterprises. This paper studies the marketing effect and auxiliary camp of the green and environmentally friendly packaging of the products. Marketing strategy for product packaging, The purpose of this paper is to analyze the possible misunderstandings in the operation and management of the product packaging based on children's brand clothing, and to use it to construct a more complete product through further rethinking, combing, optimizing and improving. Higher value and effective product operation management strategy, to promote the enterprise to take the correct scientific road in product packaging operation management, to expand the actual utility of product packaging in marketing, This paper first summarizes the prominent role of product packaging in the development of enterprise marketing strategy, and puts forward and analyzes the viewpoint of re-understanding the efficacy of product packaging. This paper summarizes and analyzes the situation of children's brand clothing products and packaging industry in China, and sums up the development trend of children's clothing products packaging. Secondly, it further analyzes the packaging marketing strategy to guide the purchasing decision of product packaging. In the marketing driven procurement management strategy, including the procurement strategy, procurement business process strategy, supply chain information strategy, Product packaging cost control and reduction strategies are subdivided. Marketing driven procurement management strategy meets the needs of the company's development. It is of great significance to study and guide the practice deeply. The marketing function of this paper is the management method of product packaging operation, which combines theory with practice, at the same time, it will also have certain reference significance and reference value for other similar enterprises.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.86

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