蓝潮服装公司营销战略研究

【作者】 何龙斌；

【导师】 刘秉扬；

【作者基本信息】 西北大学 ， 工商管理， 2003， 硕士

【摘要】 随着我国经济市场化进程的不断推进，民营企业在国民经济中比重愈来愈大。但在数量及总量增加的同时，企业个体质量却未同步提高，一个显著的特征就是民营企业平均寿命较短。认真研究这一现象，可以看出多数民营企业忽视战略研究与管理，尤其是营销战略。而营销战略是一个企业总体战略中最为重要的一部分，它的制定与实施直接影响着企业的生存与发展。因此，以营销战略作为研究的突破口和切入点，探求民营企业的长生之道显得十分重要。这也是本文的研究目的。 本文以陕西蓝潮服装公司为研究对象，通过对这一典型的传统民营企业营销战略进行研究，其意义不仅在于为该公司制定一个可参考的营销战略规划，指导其营销实践，更重要的是通过研究作者企图摸索出一个可供我国制造类民营企业借鉴的营销战略研究模式，这也是本文研究的现实意义。 在研究方法上，本文结合该公司实际，活用有关理论，运用比较分析、实证分析、定量分析及定性分析等各种方法，兼顾宏观和微观层次，从调研入手，在获得大量资料和文献的基础上，首先分析了企业内外部营销环境，然后确定出企业的优势和劣势，机会与威胁，及产品的生命周期和市场定位，最后制定出企业的营销战略和目标，并提出实施要点。重视调查研究，突出定量分析，创新研究方法，体现实用价值是本文一大特点。 通过研究分析，本文认为蓝潮服装公司应结合自身内外部营销环境，采用如下营销战略：细分市场，目标营销；提供差异化营销品，挖掘需求；改进产品，延长生命周期；与经销商建立营销联盟。同时在实施中应注重品牌策略及服务策略，加强团队建设和客户管理。更多还原

【Abstract】 With the constant development of Chinese market economy, the proportion of private enterprises in the national economy is larger and larger. But during the increase of quantity and total quantity, the individual quality of them hasn’t developed yet simultaneously. Getting to the bottom of the actual cause, we can know that most private enterprises ignore strategy research and management, especially marketing strategy. While marketing strategy is the essential part of general strategy in the enterprises, Its formulating and enforcement directly affect the existence and development of the enterprises. Therefore, it is very important to explore the way to the long life of private enterprises, using market strategy as a breakthrough point and a contacting point. This is also the research purpose of this article.In this article, Blue Tide clothing company in Shanxi is taken for a research object, Through the research into marketing strategy of this typical traditional private enterprise, Its aim is not only to formulate a program of marketing strategy for the company, which guides its marketing practice, But also, more important, by researching, the author tries to find out a research method of marketing strategy which can be offered to other private enterprises for reference. This is also the practical significance of the article.In the way of studying, the author combines the theories with the enterprise’s practice, using many methods, such as comparative analysis, positive analysis, quantitative analysis and qualitative analysis etc. And start with investigation, giving consideration to both macroscopic and microscopic levels. On the basis of obtaining a larger number of materials and documents, the author at first analysis the marketing surrounding inside and outside the company. Then determined its strength and weakness, opportunity and threat, the life period of products and orientation of the company, eventually laid down the marketing strategy and object, and raises the main point of enforcement. Valuing the investigation and research, stressing quantitative analysis, making innovation in research method, reflecting practical value are the mainfeatures of this article.Through research analysis, the author thinks that the Blue Tide company had better adopt the marketing strategy as follows: segmenting market, targeting marketing, distinctive marketing, excavating demand, improving products, prolonging life period, setting up marketing alliance etc. In the meantime, It should pay attention to brand tactics, service tactics, team construction and customer management更多还原