互联网背景下凯雷纺织品公司营销策略研究

发布时间：2018-04-04 07:29

本文选题：互联网　切入点：纺织品公司　出处：《河北大学》2017年硕士论文

【摘要】：随着电子商务在各个行业的迅速普及,现代企业纷纷开始探寻网络背景下的营销策略。近年来,我国经济水平的提升、居民消费纺织品能力的增强,以及“十三五”期间我国纺织工业的产业结构升级,都为我国纺织企业的发展带来宝贵机遇。对于位于河北省保定市的凯雷纺织品公司来说,原有的营销工作已经难以满足企业发展的迫切需求,必须制定互联网时代背景下新的营销策略。本次研究采用文献研究法、定性分析法、案例分析法等,进行了凯雷纺织品公司营销策略的研究。文章认为,当前企业互联网营销策略存在的问题包括产品缺乏网络竞争优势、未能构建完善价格体系、线上市场渠道拓展不足、网络促销工作尚未开展等。针对上述问题,可采取运用网络打造产品优势、依托网络完善价格体系、通过网络拓展营销渠道、利用网络开展促销活动等方式,进行互联网背景下凯雷纺织品营销策略的改进。此外,还提出了建立先进性信息平台、完善企业配套设施、培育网络服务人才、构建管理保障体系等凯雷纺织品互联网营销工作的保障措施。通过上述研究,希望转变企业原有落后的互联网营销状况,并实现企业国内外市场的开拓及自身利润与影响力的同步提升。通过本文的研究,能够为凯雷纺织品拓展市场与客户资源,帮助企业提高自身利润与竞争力水平,有效提升企业的行业竞争力,并有助于相关行业的良性发展。借助于凯雷纺织品企业网络营销策略研究,我国的纺织企业能够客观地分析产品市场、清晰自身行业定位、找准时代发展契机,实现自身市场竞争力与管理水平的同步提升。
[Abstract]:With the rapid popularization of electronic commerce in various industries, modern enterprises have begun to explore marketing strategies under the network background.In recent years, the improvement of China's economic level, the enhancement of consumer textile capacity and the upgrading of the industrial structure of China's textile industry during the 13th Five-Year Plan period have brought valuable opportunities for the development of China's textile enterprises.For Carlyle Textile Company, located in Baoding City, Hebei Province, the original marketing work has been difficult to meet the urgent needs of the development of enterprises, so it is necessary to formulate new marketing strategies under the background of the Internet era.This research adopts literature research method, qualitative analysis method, case analysis method and so on, carries on the Carlyle textile company's marketing strategy research.The paper points out that the problems existing in the current Internet marketing strategy of enterprises include the lack of network competitive advantage of products, the failure to construct and perfect the price system, the insufficient expansion of online market channels, and the lack of network promotion work, etc.In view of the above problems, we can use the network to create product advantages, rely on the network to improve the price system, expand marketing channels through the network, and use the network to carry out promotional activities.Under the background of the Internet Carlyle textile marketing strategy improvement.In addition, the paper also puts forward some safeguard measures for Carlyle textile Internet marketing, such as establishing advanced information platform, perfecting supporting facilities of enterprises, cultivating network service talents, and constructing management guarantee system.Through the above research, we hope to change the original backward Internet marketing situation of enterprises, and to realize the development of domestic and foreign markets and the simultaneous promotion of their own profits and influence.Through the research of this paper, it can expand the market and customer resources for Carlyle textiles, help enterprises to improve their profit and competitiveness level, effectively enhance the industry competitiveness of enterprises, and help the benign development of related industries.With the help of the research on the network marketing strategy of Carlyle textile enterprises, the textile enterprises in our country can objectively analyze the product market, clearly define their own industry position, find the right opportunity for the development of the times, and realize the simultaneous improvement of their market competitiveness and management level.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.81;F274

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