东浪公司营销战略研究

发布时间：2017-12-30 19:45

本文关键词：东浪公司营销战略研究　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,中国鞋业发展迅速,已逐步成为世界上最大的鞋业制造基地和出口国,安全鞋作为其中之一,同样是世界最大的制造基地和出口国。然而,我国作为一个安全鞋制造大国,却是一个缺少知名安全鞋品牌的国家。随着国外著名品牌逐步进入我国,以及原材料的上涨,国内安全鞋行业的竞争日趋激烈。国际贸易中行行色色的贸易壁垒,加上人民币升值的压力,安全鞋行业面临着越来越大的挑战。在此形势下,东浪安全鞋发展有限公司如何根据自身情况确定目标市场,如何制定适合于企业的、切实可行的营销战略,扩大企业市场份额,已成为当前东浪安全鞋发展有限公司迫切需要解决的问题。本文运用PEST分析方法分析了政治、经济、社会和技术等外部环境,采用波特五力竞争模型分析了东浪安全鞋发展有限公司面临的产业环境,运用SWOT分析并构建了SWOT矩阵,进行了战略匹配,对公司现存的营销问题提出一些解决办法,分别从产品、价格、促销和渠道四个方面进行说明。最后,对营销战略实施的保障措施加以阐述,确保操作流程的可控性,营销战略得以贯彻执行。总之,本文在对营销理论研究的基础上,以东浪安全鞋发展有限公司为具体研究对象,提出了公司营销战略的改善措施,对公司的长期发展具有一定的参考价值。
[Abstract]:In recent years, China's shoe industry has developed rapidly, and has gradually become the world's largest shoe manufacturing base and export country, safety shoes as one of them, is also the world's largest manufacturing base and export. China, as a large country in the manufacture of safety shoes, is lack of well-known brand of safety shoes. With the foreign famous brands gradually entering our country, and the rise of raw materials. The competition of domestic safety shoes industry is becoming fiercer and fiercer. The international trade barriers and the pressure of RMB appreciation make the safety shoes industry face more and more challenges. Donglang Safety shoes Development Co., Ltd. How to determine the target market according to its own situation, how to formulate a suitable and feasible marketing strategy for enterprises, and expand the market share of enterprises. Has become the current Donglang Safety shoes Development Co., Ltd. urgent need to solve the problem. This paper analyzes the external environment of politics, economy, society and technology by using PEST analysis method, and analyzes the industrial environment of Donglang Safety shoes Development Co., Ltd by using Porter's five-force competition model. Using SWOT to analyze and construct the SWOT matrix, carry on the strategic matching, put forward some solutions to the existing marketing problems of the company, respectively from the product, the price. Finally, the guarantee measures of the implementation of the marketing strategy are expounded to ensure the controllability of the operation process and the implementation of the marketing strategy. In a word, on the basis of the research of marketing theory, Donglang Safety shoes Development Co., Ltd. is the specific research object, and puts forward the improvement measures of the company's marketing strategy. For the long-term development of the company has a certain reference value.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.8

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