陋饰铭公司手工皮具市场营销策略研究

发布时间：2018-07-10 02:53

本文选题：微型企业 + 文化皮具　；参考：《吉林大学》2013年硕士论文

【摘要】：企业要发展需要盈利，微型企业要发展更需要盈利。陋饰铭是一家从事手工皮具行业的微型企业，深刻感受到在当今机械化规模化生产为主导的经济社会里，想要做出规模，就必须要把特色和主流结合起来，也就是既要有自己的特色产品，同时还要有好的营销策略。由于现有的关于小微企业的研究理论虽然不少，但大多集中在理论层面，很少结合具体小微企业进行深入的剖析。陋饰铭公司的具体问题还要具体分析。本文首先对陋饰铭公司的历程进行深刻反思，提出当前陋饰铭公司所面临的困境。在分析内部资源和外部环境的基础上，利用SWOT分析，对以往战略进行了总结，对未来的发展方向也从战略的高度提出自己的看法，即从以前的WT战略向WO战略转换，并且为ST做准备，最终要实现SO。通过问卷调查的方式从皮具的材质，环保性，艺术加工，品牌敏感度等方面了解消费者心理和行为的变化。在进一步对市场进行细分的基础上重新为陋饰铭产品进行定位。在扩大产品的差异性的同时，抓住市场规律，总结模式，从而扩大规模，探索一条从特色到模式再到规模的道路。并且从多个维度寻求突破企业瓶颈的方法，即产品开发上打造文化皮具，礼品皮具，以中端产品带动高端和低端产品。价格定位上力求物超所值，并且在高，中，低端市场满足不同的消费需求。渠道建设上充分利用网络建立客户关系平台，走以终端消费者带动组织购买者的路线,直接面对零售商，逐步搭建公司与零售商以及各零售商之间的网络平台。通过改善包装及提倡环保的社会效应提升品牌形象等。希望通过对陋饰铭公司的深入剖析，找到一条使微型企业依靠自身的管理和技术的提升走出逆境，并且不断壮大的道路，这样才能保证国家对微型企业的扶持政策发挥最大的效力。不但对众多的微型企业有所帮助，还能保证国家的扶持资金不会付之东流。本文还尝试建立以特色为支点的杠杆模型，帮助定性分析企业内力和市场外力之间的关系，，以及企业的变革与市场效应之间的关系，还可以看出来企业发展壮大的过程中，支点该如何变化，以及模式如何调整。
[Abstract]:Enterprises need profit to develop, micro enterprises need profit more to develop. Huo Ming is a micro-enterprise engaged in the handmade leather industry. It deeply feels that in today's economic society where mechanized large-scale production is the dominant factor, it is necessary to combine the characteristics with the mainstream in order to make the scale. That is, not only have their own characteristics of products, but also have good marketing strategies. Although there are a lot of theories about small and micro enterprises, most of them are concentrated on the theoretical level, and few of them are deeply analyzed in combination with specific small and micro enterprises. The specific problems of Huo Ming Company need to be analyzed concretely. In this paper, we first reflect deeply on the course of Shao Ming Company, and put forward the predicament faced by Shao Ming Company. Based on the analysis of internal resources and external environment, this paper summarizes the past strategies by using SWOT analysis, and puts forward its own views on the future development direction, that is, the transformation from the previous WT strategy to the WO strategy. And to prepare for St, the ultimate implementation of SO. The changes of consumer psychology and behavior were investigated from the aspects of leather material, environmental protection, art processing, brand sensitivity and so on. In the further subdivision of the market on the basis of re-positioning for shabby decoration products. At the same time, we should grasp the market law, sum up the model, expand the scale and explore a road from characteristic to pattern to scale. And from many dimensions to find ways to break through the bottleneck of enterprises, that is, product development to create cultural leather goods, gift leather goods, with mid-end products to drive high-end and low-end products. Price positioning strive for value for money, and in the high, medium and low end of the market to meet different consumer demand. The channel construction makes full use of the network to set up the customer relationship platform, take the route that the terminal consumers lead the organization buyers, face the retailers directly, and build the network platform between the company, the retailer and the retailers step by step. Improve the brand image by improving packaging and promoting the social effect of environmental protection. I hope to find a way to help micro-enterprises to get out of adversity and grow up by their own management and technological improvement through the deep analysis of the Burrow inscription Company. Only in this way can we ensure the maximum effectiveness of the state's support policy for micro-enterprises. Not only for many microenterprises, but also to ensure that the state's support funds will not be lost. This paper also tries to establish a leverage model with characteristics as the fulcrum to help qualitatively analyze the relationship between enterprise internal force and market external force, as well as the relationship between enterprise transformation and market effect. It can also be seen that the process of enterprise development and growth can be seen. How the fulcrum should change and how the pattern is adjusted.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.85

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