北京艾克户外用品有限责任公司营销策略研究

发布时间：2018-01-05 07:16

本文关键词：北京艾克户外用品有限责任公司营销策略研究　出处：《河北工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：户外行业在中国是一个新兴的快速成长的朝阳行业。随着户外行业越来越深入普通百姓生活,人们对于户外用品的消费不仅仅关注产品本身的实用性,而且也越来越关注品牌效应。实用性和品牌效应,是户外行业发展的主要趋势特征。本文通过对户外用鞋消费者的相关调查分析,得出以下结论:目前从事户外运动的以男性居多,年龄阶段以20-30岁的年轻人为主,大多具有两双以上的运动鞋且更换频率较快。在选择户外用鞋时,对性能、舒适度和价格关注比较多,购买途径主要是通过网上或者专业户外店,在网上购买时比较关注网友们对这款产品的评价等信息。基于对消费者的上述分析,艾克公司的品牌定位是:专注于在校大学生和公司白领的,产品具有高性价比的户外用鞋供应商和服务商。在艾克公司经营策略方面,根据公司的市场定位与价格定位,艾克公司产品策略主要是生产和销售兼具专业性和实用性的户外用鞋,满足大学生和部分城市白领的需求,同时公司代理部分专业性高、品质过硬的高端专业户外用鞋品牌,满足专业驴友的个性化需求。公司的定价策略根据自有产品和代理产品分别采用不同的策略。公司自有产品的定价策略是总成本定价法为主的渗透定价策略,辅以顾客差别定价;公司代理产品的定价策略则根据供应商的要求采用限制定价法为主,需求导向定价为辅。同时,鉴于艾克公司目前处于初创期,缺乏资金,经营规模小,其销售能力和可提供的服务水平及发货能力均有限,所以选择短和窄的渠道。目前,公司的渠道方式以网络营销为主,实体营销以户外运动俱乐部的活动为主,其他手段为辅。在促销策略方面,公司根据消费者主体不同,对大学生和在职年轻人分别采用不同的促销策略,主要以网络促销为主,实体促销为辅。为了更好的执行上述营销策略,做好营销活动过程中的每一个环节,确保公司按照上述预期的目标和工作内容顺利完成上述营销策略,艾克公司拟通过完善公司组织架构和内部管理制度、相关销售活动的过程和结果控制,保证营销策略得到良好执行,达到期望的效果。本论文旨在对中国户外用品市场进行理论化分析,据以探讨艾克公司的市场营销策略,同时希望对同类型户外用品市场开发提供一些借鉴和思考。
[Abstract]:The outdoor industry is an emerging industry in the rapid growth of Chaoyang Chinese. With the outdoor industry more and more deeply the life of ordinary people, people's consumption for outdoor equipment not only concerned about the practicality of the product itself, but also pay more attention to the brand. The practicability and brand effect, is the main trend of the development of the outdoor industry characteristics. This paper based on the outdoor investigation shoes consumer analysis, draw the following conclusions: currently engaged in outdoor sports to males, age 20-30 years old young people, mostly with more than two pairs of sports shoes and replacement rate faster. In the choice of outdoor shoes, on the performance, comfort and price more attention. The main way is to buy through the Internet or outdoor shop, pay more attention to the netizens information about this product evaluation on online purchases. Based on the above analysis of consumers, The brand positioning of AIKE company is focused on college students and white-collar workers, products with high cost-effective outdoor shoes suppliers and service providers. In the aspect of business strategy of AIKE company, according to the company's market positioning and price positioning, product strategy of AIKE company is the production and sale of shoes and usefulness of the outdoor professional and meet the students and white-collar workers in the city, at the same time the company agent of some professional, high-end professional outdoor shoes brand with excellent quality, to meet the personalized needs of professional tour pal company's pricing strategy. Adopt different strategies according to their own products and products. The company's own product pricing strategy is the total penetration pricing strategy cost pricing, differential pricing with customer; company product pricing strategy according to the supplier requirements by limit pricing, demand Demand oriented pricing method. At the same time, given that AIKE is currently in the start-up period, lack of funds, small scale of operation, the ability to sell and provide a level of service and delivery capabilities are limited, so the choice of short and narrow channels. At present, the company's approach to network marketing as the main marketing entity, the Sporting Club Hotel to outdoor activities mainly, supplemented by other means. In the promotion strategy, the company according to the consumers in different subjects, for college students and in-service young people adopt different marketing strategy, mainly in network promotion, promotion entity as a supplement. In order to implement the above marketing strategies better, do a good job in every aspect of marketing activities in the process, to ensure the company in accordance with the above expectations the goal and content of the work the successful completion of the marketing strategy, the company intends to improve the system of AIKE company's organizational structure and internal management, marketing sale activities related process And the results of control, ensure that the marketing strategy is well executed, achieve the desired effect. This paper aims at the theoretical analysis of the Chinese outdoor market, to explore the marketing strategy of AIKE company, and hope to provide some reference and Reflection on the same type of outdoor market development.

【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.8

【参考文献】