澳袋熊品牌市场推广策略分析与研究

发布时间：2018-03-27 09:29

本文选题：澳袋熊　切入点：童装品牌　出处：《浙江理工大学》2014年硕士论文

【摘要】：市场推广策略的制定，对于确立新品牌和新产品市场优势竞争地位具备重要影响。在我国国内童装品牌市场竞争日趋激烈的背景下，澳袋熊童装品牌的市场竞争压力相对较大，正确认识内外部环境，合理构建推广策略，对于澳袋熊童装品牌发展具备重要意义。本文研究以澳袋熊童装品牌的市场推广为研究对象，结合对市场推广阶段营销的理论概述，明确童装品牌在市场推广阶段营销的特殊性及主要推广步骤，为后文研究奠定理论基础。进而，，对澳袋熊品牌市场推广环境进行分析，结合其市场推广策略及市场表现，分析目前该品牌市场推广策略存在的主要问题及原因。最后，结合市场推广策略的相关理论，进一步结合对澳袋熊市场营销环境的综合分析，构建以市场需求为导向的市场推广策略内容体系，解决其在市场推广中存在的相关问题，促进澳袋熊品牌市场推广效果的改进。
[Abstract]:The formulation of marketing promotion strategy has an important influence on the establishment of new brand and new product market competitive position. Under the background of the increasingly fierce market competition of children's wear brand in China, the market competition pressure of Australian koala children's wear brand is relatively large. The correct understanding of the internal and external environment and the rational construction of the promotion strategy are of great significance to the brand development of koalas. This paper studies the marketing of koala children's wear brand as the research object, combined with the marketing theory of the marketing stage, clear the particularity and the main promotion steps of the children's clothing brand in the market promotion stage. Then, the paper analyzes the marketing environment of the Australian wombat brand, and analyzes the main problems and reasons of the current brand marketing strategy combined with its marketing strategy and market performance. Combined with the relevant theories of marketing strategy and the comprehensive analysis of the marketing environment of Australian wombat, this paper constructs a market demand-oriented marketing strategy content system to solve the related problems in market promotion. Promote the improvement of Australian wombat brand marketing effect.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

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