利通文具有限公司营销策略研究

发布时间：2018-04-25 00:17

本文选题：营销策略 + 品牌营销　；参考：《中国海洋大学》2011年硕士论文

【摘要】：国内文具行业近年来得到了快速发展并且已经逐渐融入到竞争越来越激烈的国际环境中。利通文具有限公司在竞争中不断地通过技术创新来争取市场份额。然而，在市场开拓方面取得的效果并不十分明显，其中一个重要原因就是营销策略方面存在种种问题。利通文具有限公司自成立以来，一直以产品出口为主,目前由于多种因素的影响，企业的出口面临严峻的挑战,企业在思考扩大内销市场。那么如何才能让国内的消费者接受和认可自己的品牌和产品呢？很显然，企业要在营销策略上下功夫。论文以营销策略理论、SWOT分析模型等为理论基础，，以利通文具有限公司的营销策略为研究对象，综合运用文献分析法、访谈法、案例分析法等，对公司的营销策略进行了深入分析。论文首先介绍研究的背景、目的、问题及研究方法等，紧接着是相关的理论概述。在理论概述中，先后介绍了市场营销的管理过程、目标市场与定位、营销组合理论、关系营销理论、竞争战略理论等。本文有针对性的详细分析了利通文具有限公司的内部条件、经营现状及外部环境状况。在此基础上，重点分析利通文具有限公司的营销策略。对文具产品进行市场细分后，确定了利通文具有限公司的目标市场策略，然后提出公司的产品定位策略，把产品定位在高品质档次上。根据利通文具有限公司的产品特点，论文提出产品组合策略和产品开发策略。根据不同的消费群体开发出不同的产品。在分析产品的定价策略时，对公司的价格体系做了相关的改善建议；依据公司的产品特点及定价策略，对产品的分销渠道做了相关设计，找出其渠道管理中存在的问题与不足，做出改进建议。本论文还提出，企业应从广告、人员、销售促进及公共关系等各个方面入手实施促销策略，全面、多渠道地促进销售。通过与竞争对手的对比分析，本论文认为很多竞争对手的成功之处就在于实施了品牌营销策略。在营销中，企业必须建立起自己的品牌，使消费者对产品有着深刻、良好印象，为营销打下良好的消费者基础。在树立自己的品牌上，企业必须有独到之处，做出自己的产品特色来。竞争对手的品牌营销是建立在产品高品质的基础之上的，高品质是好品牌的生命线、本质和基础。只有生产出高品质的产品，做好品牌，才能在消费者心中有美好的形象和一定的价值，才能建立起消费者对产品的信任，从而促进企业的生产、经营与管理，保证企业的营销走上良好的发展道路。为保证以上策略得到全面有效的实施，论文最后提出加大新产品开发的投入力度、健全质量体系及调整公司内部组织结构等实施保障措施。
[Abstract]:The domestic stationery industry has developed rapidly in recent years and has been gradually integrated into the increasingly competitive international environment. Litong Stationery Co., Ltd. in the competition through technological innovation to strive for market share. However, the effect of market development is not very obvious, one of the important reasons is that there are many problems in marketing strategy. Since the establishment of Litong Stationery Co., Ltd., it has been mainly on the export of products. At present, due to the influence of many factors, the export of the enterprise is faced with severe challenges, so the enterprise is thinking about expanding the domestic market. So how can domestic consumers accept and recognize their brands and products? Clearly, companies have to work on marketing strategies. Based on the marketing strategy theory and SWOT analysis model, this paper takes the marketing strategy of Litong Stationery Co., Ltd. as the research object, synthetically applies the literature analysis method, the interview method, the case analysis method and so on. The marketing strategy of the company is deeply analyzed. This paper first introduces the background, purpose, problems and research methods of the research, followed by a summary of relevant theories. In the theoretical overview, the management process of marketing, target market and positioning, marketing combination theory, relationship marketing theory, competition strategy theory and so on are introduced. This paper analyzes the internal conditions, management status and external environment of Litong Stationery Co., Ltd. On this basis, focus on the analysis of Litong Stationery Co., Ltd. marketing strategy. After the market segmentation of stationery products, the target market strategy of Litong Stationery Co., Ltd is determined, and then the product positioning strategy is put forward to position the products in the high quality grade. According to the product characteristics of Litong Stationery Co., Ltd, this paper puts forward the product combination strategy and product development strategy. Develop different products according to different consumer groups. When analyzing the pricing strategy of the products, the paper makes some suggestions to improve the price system of the company, designs the distribution channels of the products according to the characteristics and pricing strategies of the products, and finds out the problems and shortcomings in the channel management. Make suggestions for improvement. This paper also proposes that the enterprise should carry out the promotion strategy from the aspects of advertising, personnel, sales promotion and public relations, and promote sales in a comprehensive and multi-channel way. Through the comparative analysis with the competitors, this paper thinks that the success of many competitors lies in the implementation of brand marketing strategy. In marketing, enterprises must set up their own brand, make consumers have a deep and good impression on the products, and lay a good consumer foundation for marketing. In setting up their own brand, enterprises must have a unique, to make their own product characteristics. Competitors' brand marketing is based on the high quality of the product, high quality is the lifeline, essence and foundation of the good brand. Only by producing high quality products and making good brands, can we have a good image and certain value in the hearts of consumers, build up consumer trust in products, and thus promote the production, management and management of enterprises. To ensure that the enterprise's marketing on a good road to development. In order to ensure the implementation of the above strategies, the paper proposes to increase the investment in the development of new products, improve the quality system and adjust the internal organizational structure of the company.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F426.89

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