M户外用品公司促销策略研究

发布时间：2018-02-28 22:15

本文关键词： 户外用品市场竞争促销策略　出处：《山东大学》2011年硕士论文　论文类型：学位论文

【摘要】：户外用品行业作为一个新兴行业,近年来发展迅速。同时,户外用品行业的市场竞争也日趋激烈。促销作为市场营销中的关键部分,被各个户外用品厂商所重视,都将促销作为有力的市场竞争手段。M户外用品公司是国内知名的户外用品企业,本论文对M户外用品公司的促销策略进行研究,通过有效的促销方案设计,使企业提升销售业绩,树立良好品牌形象,与消费者及中间商建立稳定友好的合作关系。本论文,从整合营销传播的角度,对M户外用品公司的促销策略进行研究。将广告、公共关系、营业推广、人员推销、体验营销等促销手段,作为公司与消费者及中间商交流沟通的工具。提出了分别面向消费者和中间商的促销设计方案。面向消费者的促销,包括市场拉动、市场推动、公司与消费者建立稳定友好关系三个部分。促销工作不仅是短期内提高销售量,而且通过促销活动,加强公司与消费者的沟通,提升品牌形象,与消费者建立良好关系。在了解并满足消费者需求和愿望的基础上,实现产品销售和获取利润。通过面向中间商的促销,激励经销商进货,为中问商提供全面的销售支持,保持公司与中间商良好的合作伙伴关系,实现双方合作共赢,共同发展。本论文对于M户外用品公司的促销工作,提供一定的参考。本论文共分为六章。第一章绪论,包括选题的背景和意义、研究思路和框架、研究方法和创新点。第二章相关理论综述。包括促销的概念和方式、整合营销传播理论的定义、促销的作用和意义。第三章M公司促销现状分析。包括公司企业概况、行业发展情况、产品特点、消费者特点、公司促销工作的现状和问题。第四章M公司促销方案设计。包括方案的设计依据、目标、原则、思路。第五章M公司促销方案的实施保障。主要介绍促销方案实施的保障条件。第六章结论与展望。
[Abstract]:As a new industry, outdoor products industry has been developing rapidly in recent years. At the same time, the market competition of outdoor products industry is becoming increasingly fierce. Promotion, as a key part of marketing, has been attached great importance to by all outdoor products manufacturers. M Outdoor products Company is a well-known outdoor products company in China. This paper studies the promotion strategy of M Outdoor supplies Company, and designs the effective promotion scheme. Improve sales performance, establish a good brand image, and establish a stable and friendly relationship with consumers and middlemen. This paper, from the angle of integrated marketing and communication, studies the promotion strategy of M Outdoor supplies Company. Advertising, public relations, business promotion, personnel marketing, experience marketing and other promotional methods, As a communication tool between the company and consumers and middlemen, this paper puts forward the sales promotion design scheme for consumers and middlemen respectively. The promotion for consumers includes market-driven, market-driven, and market-oriented. The promotion work is not only to increase the sales volume in the short term, but also to strengthen the communication between the company and the consumers through the promotion activities, so as to enhance the brand image. Establish a good relationship with consumers. On the basis of understanding and meeting the needs and aspirations of consumers, achieve product sales and profit. Through the promotion of middlemen, encourage dealers to purchase goods, provide comprehensive sales support to Chinese customers. To maintain a good partnership between the company and the middleman to achieve win-win cooperation and common development. This paper provides a certain reference for M outdoor products company's promotion work. This paper is divided into six chapters. The first chapter is introduction, including the background and significance of the topic, research ideas and framework, research methods and innovation. The role and significance of sales promotion. Chapter III: analysis of the current situation of M Company's sales promotion. Including the company's corporate profile, industry development, product characteristics, consumer characteristics, Current situation and problems of Company's Promotion work. Chapter 4th, Company M's Promotion Scheme Design. Including the design basis, objectives, principles of the scheme, Train of thought. 5th chapter M company sales promotion plan implementation safeguard. Mainly introduces the promotion plan implementation safeguard condition. 6th chapter conclusion and the prospect.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.8

【引证文献】