古吴绣皇公司营销策略研究

发布时间：2018-03-09 21:59

本文选题：古吴绣皇　切入点：营销策略　出处：《扬州大学》2015年硕士论文　论文类型：学位论文

【摘要】：苏绣是中华民族博大精深人文思想的结晶。随着全球经济一体化的加快,欧美大牌称霸国际市场,我国苏绣企业饱尝微利之痛,举步维艰,部分杂牌企业则减产或滞销,濒临出局,面临生死存亡的考验。在全球产业网络框架下,苏绣业越来越难通过粗放的业务扩张来实现盈利增长,集约发展、挖掘潜力、提升效率是获得国际竞争力的关键。古吴绣皇公司近年来苏绣产量和销售额均居行业榜首,其国际营销环境和面临的问题极具代表性。面对严峻的国内外形势,研究古吴绣皇公司营销策略并优化,促进苏绣企业发展具有十分重要的意义。本文首先阐释论文研究的背景与意义,国内外研究现状、研究方法、论文基本构架及相关基本理论。其次,概述了古吴绣皇公司营销现状,运用PEST方法,五力模型,对其营销的宏观和微观环境展开剖析,并进行了SWOT矩阵分析,发现古吴绣皇既有作为行业领跑者的优势,又有不少隐患和挑战,进而探讨了可行的营销战略,对古吴绣皇产品的市场细分、市场定位策略优化展开了STP分析,提出公司应在形成一定市场影响力与营销实力的基础上将产品延伸到中高端市场,还存在市场反应不够灵敏、产品组合深度不够等问题,为古吴绣皇设计了相应的产品、价格、渠道、促销、服务营销组合策略,最后提出完善营销策略的保障措施：从整合资源、提升传播广度和深度；加强设计,增加产品吸引力；拓宽营销渠道,将苏绣与“快时尚”理念结合,紧跟潮流,款多量少,“勤进快销”。推出体验营销,通过LBS和020平台模式结合,使供需匹配,效益提高,以顺应优胜劣汰的丛林法则,树立适应全球多元文化的品牌理念。本文以古吴绣皇公司经营所面临的问题为切入点,结合本人MBA所学理论知识以及企业的市场拓展及营运管理的经验,对我国苏绣行业的变革具有一定的启示和指导意义,对同类中小企业营销策略的开展带来诸多借鉴。
[Abstract]:Suzhou embroidery is the crystallization of the Chinese nation's broad and profound humanistic thinking. With the acceleration of global economic integration, the large European and American brands dominate the international market, and our Suzhou embroidery enterprises suffer from the pain of little profit and struggle, while some of the miscellaneous brands have reduced production or been unmarketable. Under the framework of the global industrial network, it is increasingly difficult for the Suzhou embroidery industry to achieve profit growth, intensive development, and tap its potential through extensive business expansion. Promoting efficiency is the key to gain international competitive power. In recent years, Suzhou embroidery production and sales volume of Guwu Xiuhuang Co., Ltd. is the first in the industry, and its international marketing environment and problems are very representative. Faced with the severe domestic and international situation, It is of great significance to study and optimize the marketing strategy of the ancient Wu Xiuhuang Company and to promote the development of Suzhou embroidery enterprises. Firstly, this paper explains the background and significance of the paper, the current research situation at home and abroad, and the research methods. Secondly, the paper summarizes the marketing situation of ancient Wu Xiuhuang Company, analyzes the macro and micro environment of its marketing by using PEST method and five-force model, and carries out the SWOT matrix analysis. It is found that the ancient Wu Xiu emperor not only has the advantages as the industry leader, but also has many hidden dangers and challenges, and then discusses the feasible marketing strategy, and carries out STP analysis on the market segmentation and market positioning strategy optimization of the ancient Wu Xiu emperor's products. It is pointed out that the company should extend its products to the middle and high-end market on the basis of forming certain market influence and marketing strength, and there are still some problems such as not being sensitive enough in the market reaction and not being deep enough in the product combination. The corresponding products and prices have been designed for the ancient Wu Xiuhuang. The channel, promotion, service marketing mix strategy, finally proposed the consummation marketing strategy safeguard measure: from the conformity resources, enhances the dissemination breadth and the depth; strengthens the design, increases the product attraction, expands the marketing channel, The combination of Suzhou embroidery and "fast fashion" concept, closely follow the trend, more and less, "hard to quickly sell". The introduction of experience marketing, through the LBS and 020 platform model combination, so that supply and demand matching, efficiency improvement, in order to comply with the survival of the fittest law of the jungle, Set up the brand idea that adapts to the global multiculturalism. This article regards the problem that the ancient Wu Xiuhuang company faces as the breakthrough point, unifies the MBA to study the theory knowledge as well as the enterprise market expansion and the operation management experience, It has certain enlightening and guiding significance to the reform of Suzhou embroidery industry in our country, and brings a lot of reference to the development of the marketing strategy of the similar small and medium-sized enterprises.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J523.6;F274

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