B公司欧洲市场营销策略研究
发布时间：2024-06-01 13:40
随着改革开放的深入以及中国加入WTO时间的推移,中国的纺织业开始参与到激烈国际竞争当中。作为拥有比较优势的传统行业,中国纺织业具有较强的国际竞争力,在全球纺织品市场上具有一定的市场份额,在全球享有美誉。在此背景下,中国的纺织企业进一步开拓海外市场、跨国营销的愿望越来越强烈。因此,如何适应新的环境、如何制定有效的国际营销策略以及如何扩大生存空间是中国纺织企业所面临的关键问题。本文以B公司内衣面料为研究对象,以市场营销为研究内容,运用市场营销的相关理论进行研究。首先,阐述了本文的研究背景、意义、研究内容和方法,并对国内外相关文献进行了综述。其次,分析了欧洲内衣面料的市场现状。在了解内衣面料业务概况的基础上,分析公司在欧洲的营销现状,发现公司在营销策略上存在一些问题,包括缺乏营销渠道管理、缺乏针对性的产品开发、推广手段开发;然后,分析了内衣面料在欧洲的营销环境。运用PEST和SWOT分析法对欧洲内衣面料营销的宏观环境和行业环境进行分析,结合B公司内部环境,明确B公司欧洲营销的优势、劣势、机会和威胁。最后,制定了B公司的欧洲营销战略。通过市场细分,确定了欧洲的主要目标市场,制定了欧洲的整体营销...
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter1 Introduction
1.1 Research background and significance
1.1.1 Research background
1.1.2 Research significance
1.2 Research methods and contents
1.2.1 Research methods
1.2.2 Research contents
1.3 Brief summary
Chapter2 Theory and Literature Review
2.1 The related theory and review
2.1.1 STP theory
2.1.2 4P theory
2.1.3 Literature review
2.2 Brief summary
Chapter3 Case Description
3.1 The development of Chinese textile industry
3.1.1 The influence of Chinese textile industry in world market
3.1.2 Impact of China's textile industry on the EU
3.2 Development trend of textile industry
3.2.1 The development trend of China's textile industry
3.2.2 The development trend of world's textile industry
3.3 Underwear development status
3.3.1 Underwear design trend
3.3.2 International underwear development status
3.4 B company profile
3.4.1 B company profile
3.4.2 Development goals
3.5 Brief summary
Chapter4 Market Analysis
4.1 European market demand analysis
4.1.1 The demand of people for underwear
4.1.2 The market demand of Europe
4.2 Competitor analysis
4.2.1 Shenzhou International Group Holdings Limited(the group)
4.2.2 Texhong Group Holdings Limited
4.3 Breif summary
Chapter5 Internal and external analysis and existing problems of B company
5.1 Macro environment analysis of Europe PEST
5.1.1 Political environment analysis
5.1.2 The economic environment analysis
5.1.3 Social environment analysis
5.1.4 The threat from B Company
5.2 International competition intensifies
5.2.1 From the EU
5.2.2 Competitive pressure from Southeast Asian countries
5.2.3 Appreciation of the RMB
5.3 The general marketing situation of B company in European market
5.3.1 Product tactics
5.3.2 Channel tactics
5.3.3 Price tactics
5.3.4 Promotion tactics
5.4 Advantage of B Company
5.4.1 Product advantage
5.4.2 Talent management
5.4.3 Quality assurance
5.5 Weaknesses of B Company
5.5.1 Company B's products lack core competitiveness and have many substitutes
5.5.2 Working with European agents,you cannot accurately understand the needs of your customers
5.5.3 Unable to achieve marketing localization
5.5.4 The channels for gathering information are simple
5.5.5 Inability to effectively monitor the marketing activities of agents
5.6 Brief summary
Chapter6 Causes of problems and marketing suggestions of B company
6.1 Reason of Company
6.1.1 Disadvantages of Human Resources
6.1.2 Lack of experience in overseas market
6.2 Safeguard suggestion
6.2.1 Training and introduction of international talents
6.2.2 Export transaction negotiation ability
6.2.3 Trade risk management ability
6.2.4 Establish and improve the training system
6.2.5 Design scientific performance management system
6.3 Marketing tactics suggestion
6.3.1 Product quality competition tactics
6.3.2 Differential pricing tactics
6.3.3 Channel tactice
6.3.4 Diversified promotion tactics
6.4 Brief summary
Chapter7 Conclusion and Prospects
7.1 Conclusion
7.2 Significance
7.3 Deficiencies and prospects
REFERENCES
本文编号：3985974
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter1 Introduction
1.1 Research background and significance
1.1.1 Research background
1.1.2 Research significance
1.2 Research methods and contents
1.2.1 Research methods
1.2.2 Research contents
1.3 Brief summary
Chapter2 Theory and Literature Review
2.1 The related theory and review
2.1.1 STP theory
2.1.2 4P theory
2.1.3 Literature review
2.2 Brief summary
Chapter3 Case Description
3.1 The development of Chinese textile industry
3.1.1 The influence of Chinese textile industry in world market
3.1.2 Impact of China's textile industry on the EU
3.2 Development trend of textile industry
3.2.1 The development trend of China's textile industry
3.2.2 The development trend of world's textile industry
3.3 Underwear development status
3.3.1 Underwear design trend
3.3.2 International underwear development status
3.4 B company profile
3.4.1 B company profile
3.4.2 Development goals
3.5 Brief summary
Chapter4 Market Analysis
4.1 European market demand analysis
4.1.1 The demand of people for underwear
4.1.2 The market demand of Europe
4.2 Competitor analysis
4.2.1 Shenzhou International Group Holdings Limited(the group)
4.2.2 Texhong Group Holdings Limited
4.3 Breif summary
Chapter5 Internal and external analysis and existing problems of B company
5.1 Macro environment analysis of Europe PEST
5.1.1 Political environment analysis
5.1.2 The economic environment analysis
5.1.3 Social environment analysis
5.1.4 The threat from B Company
5.2 International competition intensifies
5.2.1 From the EU
5.2.2 Competitive pressure from Southeast Asian countries
5.2.3 Appreciation of the RMB
5.3 The general marketing situation of B company in European market
5.3.1 Product tactics
5.3.2 Channel tactics
5.3.3 Price tactics
5.3.4 Promotion tactics
5.4 Advantage of B Company
5.4.1 Product advantage
5.4.2 Talent management
5.4.3 Quality assurance
5.5 Weaknesses of B Company
5.5.1 Company B's products lack core competitiveness and have many substitutes
5.5.2 Working with European agents,you cannot accurately understand the needs of your customers
5.5.3 Unable to achieve marketing localization
5.5.4 The channels for gathering information are simple
5.5.5 Inability to effectively monitor the marketing activities of agents
5.6 Brief summary
Chapter6 Causes of problems and marketing suggestions of B company
6.1 Reason of Company
6.1.1 Disadvantages of Human Resources
6.1.2 Lack of experience in overseas market
6.2 Safeguard suggestion
6.2.1 Training and introduction of international talents
6.2.2 Export transaction negotiation ability
6.2.3 Trade risk management ability
6.2.4 Establish and improve the training system
6.2.5 Design scientific performance management system
6.3 Marketing tactics suggestion
6.3.1 Product quality competition tactics
6.3.2 Differential pricing tactics
6.3.3 Channel tactice
6.3.4 Diversified promotion tactics
6.4 Brief summary
Chapter7 Conclusion and Prospects
7.1 Conclusion
7.2 Significance
7.3 Deficiencies and prospects
REFERENCES
本文编号：3985974
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