本文關(guān)鍵詞：ACE公司面向英國市場營銷策略研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 國際市場營銷 紡織服裝行業(yè) 國際營銷策略 英國市場

【摘要】：隨著全球經(jīng)濟(jì)一體化進(jìn)程的加快,各地區(qū)、各國之間的經(jīng)濟(jì)貿(mào)易越來越頻繁,全球范圍內(nèi)的貿(mào)易競爭也愈發(fā)激烈,紡織服裝業(yè)作為我國傳統(tǒng)的產(chǎn)業(yè),具有勞動力密集型的特點,在國際市場競爭中存在低價格、低成本、產(chǎn)品數(shù)量多這些明顯的優(yōu)勢,但是也存在制約我國紡織服裝業(yè)可持續(xù)發(fā)展的因素,例如產(chǎn)品品牌附加值低、產(chǎn)品技術(shù)力量薄弱和拓展國際市場能力弱。從國內(nèi)外宏觀形勢看,世界政治格局穩(wěn)定、經(jīng)濟(jì)處于穩(wěn)定持續(xù)發(fā)展中,國外新興地區(qū)的紡織服裝企業(yè)增長,國內(nèi)經(jīng)濟(jì)繼續(xù)發(fā)展,但勞動力成本上升,原材料成本上升,匯率上升等問題導(dǎo)致我國企業(yè)出口成本大大增長,因此在激烈的國際市場競爭環(huán)境中,如何在競爭中立于不敗之地,如何進(jìn)一步擴(kuò)大國際市場份額,如何制定有效的國際營銷政策是國內(nèi)紡織服裝企業(yè)所面臨的關(guān)鍵問題。本文選取ACE公司所處的英國市場為研究對象,首先整理和回顧國際市場營銷相關(guān)理論,以及紡織服裝業(yè)營銷理論發(fā)展歷程,從理論的角度闡述國際市場營銷以及紡織服裝產(chǎn)品營銷相關(guān)知識。然后分析了ACE公司現(xiàn)狀以及英國市場現(xiàn)有營銷策略,總結(jié)和歸納其問題和不足;接著分析英國市場營銷環(huán)境條件,分別從政治、經(jīng)濟(jì)、環(huán)境和技術(shù)四方面進(jìn)行闡述;再運用經(jīng)銷商訪談和市場調(diào)研的辦法,終端客戶問卷調(diào)查分析休閑服裝產(chǎn)品終端客戶群體、終端客戶購買行為、終端客戶需求分析以及競爭現(xiàn)狀分析,運用經(jīng)銷商訪談分析經(jīng)銷商對服裝產(chǎn)品、價格和服務(wù)滿意度。最后從產(chǎn)品策略、價格策略、渠道策略和促銷策略這四方面,改進(jìn)和優(yōu)化英國市場的營銷策略。本文分析、整理了紡織服裝行業(yè)和企業(yè)大量的資料和數(shù)據(jù),理論聯(lián)系實際,詳細(xì)分析ACE公司在英國市場存在實際問題,為開拓英國市場提供了針對性和創(chuàng)新性的市場營銷解決方案,對企業(yè)拓展國際市場具有較好的現(xiàn)實指導(dǎo)意義,同時也對相關(guān)企業(yè)的開拓國際市場運用的營銷策略起到一定的借鑒意義。
[Abstract]:With the acceleration of the process of global economic integration, the economic and trade between different countries is becoming more and more frequent, and the global trade competition is becoming more and more fierce. Textile and clothing industry as the traditional industry of our country. With the characteristics of labor-intensive, in the international market competition, there are low prices, low costs, the number of products these obvious advantages, but there are also constraints on the sustainable development of textile and clothing industry in China. For example, the added value of the product brand is low, the technical strength of the product is weak and the ability to expand the international market is weak. From the macro situation at home and abroad, the world political structure is stable and the economy is in stable and sustainable development. The growth of textile and clothing enterprises in foreign emerging areas and the continued development of domestic economy, but the rise of labor costs, rising raw materials costs, exchange rates and other issues have led to a great increase in export costs of Chinese enterprises. Therefore, in the fierce international market competition environment, how to remain invincible in the competition, how to further expand the international market share. How to formulate effective international marketing policy is the key problem that domestic textile and garment enterprises face. This paper chooses the British market of ACE company as the research object. First of all, it reviews the relevant theories of international marketing, and the development of textile and clothing industry marketing theory. This paper expounds the knowledge of international marketing and textile and garment products marketing from a theoretical point of view. Then it analyzes the current situation of ACE Company and the existing marketing strategies in the UK, summarizes and summarizes its problems and shortcomings. Then it analyzes the British marketing environment conditions, respectively from the political, economic, environmental and technical aspects of the elaboration; Then using the method of dealer interview and market research, the end customer questionnaire survey is used to analyze the terminal customer group of leisure clothing products, the purchase behavior of terminal customer, the demand analysis of terminal customer and the analysis of the current situation of competition. Using dealer interviews to analyze dealers' satisfaction with clothing products, prices and services. Finally, from four aspects: product strategy, price strategy, channel strategy and promotion strategy. Improve and optimize the British marketing strategy. This paper analyzes and collates a large number of materials and data of textile and garment industry and enterprises, combines theory with practice, and analyzes in detail the practical problems of ACE in the UK market. It provides a targeted and innovative marketing solution for the development of the British market, and has a good practical significance for enterprises to expand the international market. At the same time, it also plays a certain reference to the marketing strategies used by related enterprises in the development of international markets.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.81

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