【作者】 柏洋；

【导师】 胡正明；

【作者基本信息】 山东大学 ， 工商管理， 2011， 硕士

【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。更多还原

【Abstract】 Outdoor industry is a new industry. In recent years, The Speed of Outdoor industry developing is very quick. On the other hand.The competition is harder in Outdoor industry .As an efficient method, promotion is used wildly by many enterprises. Promotion has become a key role in marketing. The discourse mainly research promotion strategy of M outdoor co., ltd.The task is to design a proposal of promotion, to improve sale, brand promotion, establish relation between enterprise and customers.In the discourse, adopting the theory of Integrated Marketing Communication, research promotion of outdoor industry.To achieve goal of promotion, adopting some effective methods, including advertisement, public relation, sale promotion, personal selling, experience Marketing, and so on. These methods are also the tool of communication.Tow proposal of promotion, one face customers, another face dealer. Proposal face customers include pulling market, pushing market; enhance relation between M outdoor co., ltd and customers. The aim of promotion including is not only to increase sales, but also enhance communication, Promote the image of brand, establish relation between enterprise and customers. Enterprise must knowledge the need of customers, and then meets the need of customers. In this way, Enterprise may sales products and made profit. Proposal face dealers increase quantity of stock., support dealers’retail, Enhance relation between M outdoor co., ltd and dealers. Realize common development of M outdoor co., ltd and dealers. The discourse could provide some advice to M outdoor co., ltd.The discourse is divided into six chapters. Chapter 1:Introduction, include Background and meaning for research, Research thought and structure, Research Methods and Creative Point. Chapter 2:Relative documents, include Concepts and Patterns of promotion, integrated marketing communication, Function and meaning of promotion. Chapter 3:Analysis of current promotion situation of M Outdoor Co., Ltd, include General Situation of M Outdoor Co., Ltd, The Development Situation of outdoor industry, The characteristics of outdoor, Customer’s character, Current situation of promotion and question.Chapter 4:proposal design of promotion, include Basis of design, Goals and Principles of design, Design of promotion proposal, Frame of proposal. Chapter 5:Supporting measures of proposal,include The close coordination of relevant departmen, Personnel training, Establish Customer relations with CRM, Enhance image of storefront. Chapter6:Conclusion and outlook.更多还原