OP户外用品公司营销策略研究

发布时间：2018-02-28 04:21

本文关键词： 户外用品 OP公司营销策略营销组合　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：OP户外用品公司是一家专业户外运动生产运营商，国内第一家专营背囊品牌。在登山、攀岩、徒步、潜水等专业户外运动中开发设计产品，糅合户外运动和时尚元素，打造出专业，时尚的独特户外装备风格。OP公司目前的产品已形成以背囊为主，增加了登山鞋、冲锋衣、帐篷、睡袋等户外旅行所必备的产品，价格在中等价位左右，非常适合我国大部分地区的消费水平。目前公司销售网络主要由专卖店和大型百货商场构成，辅以国外订货商采购。国外市场，公司生产的背囊20%出口俄罗斯、新加坡、马来西亚、香港、台湾、尼泊尔、泰国、印尼、西班牙等国家。在国内市场，产品在新疆、内蒙古、黑龙江、吉林、广东、江苏、湖北、陕西、辽宁、北京、河南、浙江、福建、广西等22个省份和直辖市建立了自营店或入驻了当地商场，其中自营店主要开在广东片区，而其品牌在广东地区的发展也是最好。本文选取OP户外用品公司为研究对象，，希望对公司未来的市场推广和营销策略给予参考。第一章交代了研究背景、研究意义，并对品牌、STP理论、4P营销组合理论作了综述。第二章主要是对公司发展历程及营销发展现状进行分析，找出公司营销困境原因。第三章对OP公司宏观环境和户外市场行业环境进行分析。第四章运用SWOT分析工具对公司营销战略进行分析，在此基础上提出公司未来的营销战略。第五章运用STP营销理论对户外用品市场细分，目标市场选择，最后市场定位，重新调整OP公司的营销策略，为OP公司提出4P营销组合策略和体验营销策略，借此帮助OP公司推广产品与品牌，提高品牌知名度和美誉度，从而达到企业持续发展目的。
[Abstract]:Op Outdoor supplies Company is a professional outdoor sports production operator, the first specialized backpack brand in China. In mountaineering, rock climbing, hiking, diving and other professional outdoor sports development and design products, a mix of outdoor sports and fashion elements, To create a professional, stylish unique outdoor equipment style. The current products of op Company have been formed mainly in rucksack, adding mountaineering shoes, emergency clothing, tents, sleeping bags and other essential products for outdoor travel. The price is around the middle price. It is very suitable for the consumption level in most parts of our country. At present, the company's sales network is mainly composed of specialty stores and large department stores, supplemented by foreign orders.In foreign markets, 20% of the rucksack produced by the company is exported to Russia and Singapore. Malaysia, Hong Kong, Taiwan, Nepal, Thailand, Indonesia, Spain, etc. In the domestic market, products in Xinjiang, Inner Mongolia, Heilongjiang, Jilin, Guangdong, Jiangsu, Hubei, Shaanxi, Liaoning, Beijing, Henan, Zhejiang, Fujian, Guangxi and other 22 provinces and municipalities have established self-owned stores or entered local shopping malls. Among them, self-employed shopkeepers will open in Guangdong areas, and their brands will also be the best in Guangdong. This paper selects op Outdoor supplies Company as the research object, hoping to give a reference to the company's future marketing and marketing strategy. The first chapter describes the research background, research significance, The second chapter mainly analyzes the history of the company's development and the current situation of the marketing development. The third chapter analyzes the macro environment of op company and the outdoor market environment. Chapter 4th uses SWOT to analyze the marketing strategy of the company. On this basis, the future marketing strategy of the company is put forward. Chapter 5th uses STP marketing theory to subdivide the outdoor products market, select the target market, finally position the market, readjust the marketing strategy of op company. This paper puts forward 4P marketing combination strategy and experience marketing strategy for op company, which can help op company to popularize products and brands, improve brand popularity and reputation, so as to achieve the purpose of sustainable development of enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

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