波司登公司营销策略研究

波司登公司营销策略研究目录摘要1Abstract.....2前言3第1章绪论..4第1.1节研究背景…4第1.2节目的及意义.4第1.3节研究内容及研究方法.5第2章相关理论综述0.6第3章波司登公司概况及营销策略分析….8第3.1节波司登公司概况.。.8第3.2节波司登公司营销策略分析….9第4章波司登公司营销策略中存在的问题.14第4.1节市场急速反应能力弱..14第4.2节价格浮动区间有限且定价偏高.14第4.3节渠道营销管理混乱…15第4.4节品牌促销策略陈旧….15第5章波司登公司营销优化策略研究.16第5.1节实现快速的市场反应能力16第5.2节合理定价.16第5.3节优化渠道营销管理.17第5.4节制定个性化营销策略.19结论…20参考文献。..................21致谢.…22摘要众所周知，中国是世界上最大的农业产品生产、加工、出口的国家，羽绒是鹅、鸭等水禽屠宰后的农副产品，具有纯天然、高蓬松、可燃性低及良好的吸湿与排湿性，是世界上最佳的保温保暖材料，因而众多服装生产企业选择羽绒作为防寒服主要填充材料。中国羽绒服装行业始于上世纪七十年代，兴于九十年代，羽绒服装以轻便保暖的特点，深受广”大消费者的亲睐。由于经济全球化的原因，我国羽绒服服装市场逐渐被国外服装品牌占据，羽绒服服装企业若想在竞争日益激烈的国内市场占有一定的份额，维护公司的生存和发展，就需要制定出有效的羽绒服服装营销策略。本文在对营销策略研究进行综述的基础上，对营销策略的相关理论及方法进行总结概括分析了波司登公司的经营经营现状并指出波司登公司营销发展并指出波司登公司营销发展存在的的问题以及面临的挑战。在此基础上，深入阐述波司登公司营销策略并进行了系统的分析和评估，分析出目前该公司在营销策略方面存在的问题，主要表现为市场急速反应弱，价格浮动区间有限且定价偏高，渠道营销管理混乱，品牌促销策略陈旧。针对这些问题提出实现快速的市场反应能力，合理定价，优化渠道营销管理，制定个性化营销策略等相对应的措施，以期来优化波司登公司的营销策略，提高公司效益。关键词：羽绒服：波司登：营销策略第1页AbstractBecause of economic globalization,China's clothing market,more and moreoccupied by a foreign clothing brand,China's clothing market competition isincreasingly fierce,for clothing enterprises in the increasingly competitivedomestic clothing occupies a certain market share,maintain the company's survivaland development,you need to work out effective clothing marketing strategy.Onthe basis of summarizing the marketing strategy research,this paper summarizesthe relevant theories and methods of marketing strategy,analyzes the operatingstatus of Suzhou Bosideng Company and points out the existing problems andchallenges in the marketing development of Suzhou Bosideng Company.On this basis,elaborated the Suzhou Bosideng company marketing strategy tocarry on the systematic analysis and evaluation.On this basis,it analyzes theexisting problems in the marketing strategy of the company,which are mainlymanifested as insufficient product design innovation,inflexible product pricepositioning,single marketing channels and promotion means.To against theseproblems of independent innovation products to meet market demand,realize therapid market response ability and optimize the reasonable pricing and priceadjustment flexibility,strengthen to strengthen the construction of onlinemarketing channels,broaden the customer information communication channels,combined with the year's holidays targeted promotion,enhance real-timecommunication with consumers to improve suzhou bosideng company marketingstrategy.Key words:Suzhou Bosideng;Marketing strategy;theory第2页