B公司歐洲市場營銷策略研究
發(fā)布時間：2024-06-01 13:40
隨著改革開放的深入以及中國加入WTO時間的推移,中國的紡織業(yè)開始參與到激烈國際競爭當(dāng)中。作為擁有比較優(yōu)勢的傳統(tǒng)行業(yè),中國紡織業(yè)具有較強的國際競爭力,在全球紡織品市場上具有一定的市場份額,在全球享有美譽。在此背景下,中國的紡織企業(yè)進一步開拓海外市場、跨國營銷的愿望越來越強烈。因此,如何適應(yīng)新的環(huán)境、如何制定有效的國際營銷策略以及如何擴大生存空間是中國紡織企業(yè)所面臨的關(guān)鍵問題。本文以B公司內(nèi)衣面料為研究對象,以市場營銷為研究內(nèi)容,運用市場營銷的相關(guān)理論進行研究。首先,闡述了本文的研究背景、意義、研究內(nèi)容和方法,并對國內(nèi)外相關(guān)文獻進行了綜述。其次,分析了歐洲內(nèi)衣面料的市場現(xiàn)狀。在了解內(nèi)衣面料業(yè)務(wù)概況的基礎(chǔ)上,分析公司在歐洲的營銷現(xiàn)狀,發(fā)現(xiàn)公司在營銷策略上存在一些問題,包括缺乏營銷渠道管理、缺乏針對性的產(chǎn)品開發(fā)、推廣手段開發(fā);然后,分析了內(nèi)衣面料在歐洲的營銷環(huán)境。運用PEST和SWOT分析法對歐洲內(nèi)衣面料營銷的宏觀環(huán)境和行業(yè)環(huán)境進行分析,結(jié)合B公司內(nèi)部環(huán)境,明確B公司歐洲營銷的優(yōu)勢、劣勢、機會和威脅。最后,制定了B公司的歐洲營銷戰(zhàn)略。通過市場細(xì)分,確定了歐洲的主要目標(biāo)市場,制定了歐洲的整體營銷...
【文章頁數(shù)】：83 頁
【學(xué)位級別】：碩士
【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter1 Introduction
1.1 Research background and significance
1.1.1 Research background
1.1.2 Research significance
1.2 Research methods and contents
1.2.1 Research methods
1.2.2 Research contents
1.3 Brief summary
Chapter2 Theory and Literature Review
2.1 The related theory and review
2.1.1 STP theory
2.1.2 4P theory
2.1.3 Literature review
2.2 Brief summary
Chapter3 Case Description
3.1 The development of Chinese textile industry
3.1.1 The influence of Chinese textile industry in world market
3.1.2 Impact of China's textile industry on the EU
3.2 Development trend of textile industry
3.2.1 The development trend of China's textile industry
3.2.2 The development trend of world's textile industry
3.3 Underwear development status
3.3.1 Underwear design trend
3.3.2 International underwear development status
3.4 B company profile
3.4.1 B company profile
3.4.2 Development goals
3.5 Brief summary
Chapter4 Market Analysis
4.1 European market demand analysis
4.1.1 The demand of people for underwear
4.1.2 The market demand of Europe
4.2 Competitor analysis
4.2.1 Shenzhou International Group Holdings Limited(the group)
4.2.2 Texhong Group Holdings Limited
4.3 Breif summary
Chapter5 Internal and external analysis and existing problems of B company
5.1 Macro environment analysis of Europe PEST
5.1.1 Political environment analysis
5.1.2 The economic environment analysis
5.1.3 Social environment analysis
5.1.4 The threat from B Company
5.2 International competition intensifies
5.2.1 From the EU
5.2.2 Competitive pressure from Southeast Asian countries
5.2.3 Appreciation of the RMB
5.3 The general marketing situation of B company in European market
5.3.1 Product tactics
5.3.2 Channel tactics
5.3.3 Price tactics
5.3.4 Promotion tactics
5.4 Advantage of B Company
5.4.1 Product advantage
5.4.2 Talent management
5.4.3 Quality assurance
5.5 Weaknesses of B Company
5.5.1 Company B's products lack core competitiveness and have many substitutes
5.5.2 Working with European agents,you cannot accurately understand the needs of your customers
5.5.3 Unable to achieve marketing localization
5.5.4 The channels for gathering information are simple
5.5.5 Inability to effectively monitor the marketing activities of agents
5.6 Brief summary
Chapter6 Causes of problems and marketing suggestions of B company
6.1 Reason of Company
6.1.1 Disadvantages of Human Resources
6.1.2 Lack of experience in overseas market
6.2 Safeguard suggestion
6.2.1 Training and introduction of international talents
6.2.2 Export transaction negotiation ability
6.2.3 Trade risk management ability
6.2.4 Establish and improve the training system
6.2.5 Design scientific performance management system
6.3 Marketing tactics suggestion
6.3.1 Product quality competition tactics
6.3.2 Differential pricing tactics
6.3.3 Channel tactice
6.3.4 Diversified promotion tactics
6.4 Brief summary
Chapter7 Conclusion and Prospects
7.1 Conclusion
7.2 Significance
7.3 Deficiencies and prospects
REFERENCES
本文編號：3985974
【文章頁數(shù)】：83 頁
【學(xué)位級別】：碩士
【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter1 Introduction
1.1 Research background and significance
1.1.1 Research background
1.1.2 Research significance
1.2 Research methods and contents
1.2.1 Research methods
1.2.2 Research contents
1.3 Brief summary
Chapter2 Theory and Literature Review
2.1 The related theory and review
2.1.1 STP theory
2.1.2 4P theory
2.1.3 Literature review
2.2 Brief summary
Chapter3 Case Description
3.1 The development of Chinese textile industry
3.1.1 The influence of Chinese textile industry in world market
3.1.2 Impact of China's textile industry on the EU
3.2 Development trend of textile industry
3.2.1 The development trend of China's textile industry
3.2.2 The development trend of world's textile industry
3.3 Underwear development status
3.3.1 Underwear design trend
3.3.2 International underwear development status
3.4 B company profile
3.4.1 B company profile
3.4.2 Development goals
3.5 Brief summary
Chapter4 Market Analysis
4.1 European market demand analysis
4.1.1 The demand of people for underwear
4.1.2 The market demand of Europe
4.2 Competitor analysis
4.2.1 Shenzhou International Group Holdings Limited(the group)
4.2.2 Texhong Group Holdings Limited
4.3 Breif summary
Chapter5 Internal and external analysis and existing problems of B company
5.1 Macro environment analysis of Europe PEST
5.1.1 Political environment analysis
5.1.2 The economic environment analysis
5.1.3 Social environment analysis
5.1.4 The threat from B Company
5.2 International competition intensifies
5.2.1 From the EU
5.2.2 Competitive pressure from Southeast Asian countries
5.2.3 Appreciation of the RMB
5.3 The general marketing situation of B company in European market
5.3.1 Product tactics
5.3.2 Channel tactics
5.3.3 Price tactics
5.3.4 Promotion tactics
5.4 Advantage of B Company
5.4.1 Product advantage
5.4.2 Talent management
5.4.3 Quality assurance
5.5 Weaknesses of B Company
5.5.1 Company B's products lack core competitiveness and have many substitutes
5.5.2 Working with European agents,you cannot accurately understand the needs of your customers
5.5.3 Unable to achieve marketing localization
5.5.4 The channels for gathering information are simple
5.5.5 Inability to effectively monitor the marketing activities of agents
5.6 Brief summary
Chapter6 Causes of problems and marketing suggestions of B company
6.1 Reason of Company
6.1.1 Disadvantages of Human Resources
6.1.2 Lack of experience in overseas market
6.2 Safeguard suggestion
6.2.1 Training and introduction of international talents
6.2.2 Export transaction negotiation ability
6.2.3 Trade risk management ability
6.2.4 Establish and improve the training system
6.2.5 Design scientific performance management system
6.3 Marketing tactics suggestion
6.3.1 Product quality competition tactics
6.3.2 Differential pricing tactics
6.3.3 Channel tactice
6.3.4 Diversified promotion tactics
6.4 Brief summary
Chapter7 Conclusion and Prospects
7.1 Conclusion
7.2 Significance
7.3 Deficiencies and prospects
REFERENCES
本文編號：3985974
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