代理模式下N公司固特异品牌营销策略研究

发布时间：2018-05-17 14:37

本文选题：固特异 + 品牌营销　；参考：《东华大学》2015年硕士论文

【摘要】：改革开放30多年来，面对我国社会主义市场经济的快速发展，以及日益激烈的市场竞争所带来的机遇和挑战，各行各业如何在这场优胜劣汰的激烈的市场竞争中生存下来，，并成为最终胜利者。在原材料、生产技术、生产设备及市场营销人员配备基本一致的情况下，企业只有建立一个相对完善的营销策略体系，才能在日益白热化的激烈市场竞争中获得自己理想的相对份额和不错的销售业绩。而随着中国社会分工日渐精细化，法制日渐完善，同国际上的接轨越来越近，接触也越来越紧密，很多的外国生产商及供应商早就开始在中国投资，开设工厂，建立生产、研发基地等，并在国内多个省区选择代理商，推广和销售自己的产品。 N公司是专业销售进口工业皮带及配件的公司，公司成立于2005年，是美国固特异品牌工业皮带授权代理商。公司总部设在上海，在重庆、天津设有办事处。长沙、青岛、广东、深圳、沈阳有五个经销商，目前销售网络初步形成。文章结合市场营销相关理论和方法，对代理模式下N公司固特异品牌工业皮带营销策略开展研究。首先，本文对品牌代理，营销策略及其相关理论进行了简要阐述，为后面N公司的营销现状进行分析奠定了理论基础。然后文章从N公司宏观市场营销环境、N公司微观市场营销环境、N公司固特异品牌工业皮带市场竞争及N公司市场营销环境进行分析。本文还利用SWOT理论对固特异品牌工业皮带在国内的营销情况进行优势、劣势、机遇、挑战分析，得出固特异品牌工业皮带的市场定位。然后，利用营销管理的4P理论，从产品、价格、营销和服务四个方面构建固特异品牌的营销策略，即产品策略和价格策略、营销策略与服务策略；最后，研究代理模式下N公司营销策略的实施及营销绩效评价。总之，本文通过探讨代理模式下N公司固特异品牌营销案例，运用营销策略的系统理论，从代理模式下营销队伍的组建、营销方案的制定、营销绩效评价上做尝试性的探索，在制定代理模式下N公司有效的营销策略规划的同时，努力为行业内其他代理企业在做营销策略决策过程中提供有益的参考和借鉴。
[Abstract]:After more than 30 years of reform and opening up, in the face of the rapid development of our socialist market economy and the opportunities and challenges brought by the increasingly fierce market competition, various industries have survived the fierce market competition of survival of the fittest. And become the ultimate victor. When the raw materials, production technology, production equipment and marketing personnel are basically the same, the enterprise must establish a relatively perfect marketing strategy system. In order to get their ideal relative share and good sales performance in the increasingly fierce market competition. And as China's social division of labor becomes more and more refined, its legal system is becoming more and more perfect, and its integration with the international community is getting closer and closer, many foreign producers and suppliers have long begun to invest in China, set up factories and set up production. Research and development base, and selected agents in a number of provinces in China, promote and sell their own products. Company N is a professional sales of imported industrial belts and accessories companies, founded in 2005, is the United States Goodyear brand industrial belt authorization agent. The company is headquartered in Shanghai and has offices in Chongqing and Tianjin. Changsha, Qingdao, Guangdong, Shenzhen, Shenyang has five dealers, the current sales network is initially formed. Based on the theory and method of marketing, this paper studies the strategy of industrial belt marketing of Goodyear brand of N Company under agency mode. Firstly, this paper briefly expounds the brand agency, marketing strategy and related theories, which lays a theoretical foundation for the analysis of the marketing situation of N Company. Then the article analyzes the macro marketing environment of N company and the micro marketing environment of N company and the market competition of Goodyear brand industrial belt of N company and the marketing environment of N company. This paper also analyzes the advantages, disadvantages, opportunities and challenges of Goodyear brand industrial belt marketing in China by using SWOT theory, and obtains the market orientation of Goodyear brand industrial belt. Then, using the 4P theory of marketing management, the paper constructs the marketing strategy of Goodyear brand from four aspects of product, price, marketing and service, that is, product strategy and price strategy, marketing strategy and service strategy. This paper studies the implementation of marketing strategy and evaluation of marketing performance of N Company under agency mode. In a word, by discussing the case of Goodyear brand marketing of company N under agency mode, using the systematic theory of marketing strategy, this paper tries to explore the formation of marketing team, the formulation of marketing scheme, and the evaluation of marketing performance in the mode of agency. While making the effective marketing strategy planning of N Company under the agency mode, we try our best to provide useful reference and reference for other agent enterprises in the process of making marketing strategy decision.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.85

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