本文關(guān)鍵詞：HQ公司紗線產(chǎn)品市場營銷策略優(yōu)化研究　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： 毛紡紗線 經(jīng)銷商 品牌客戶 營銷策略

【摘要】：紡織是我國國民經(jīng)濟發(fā)展的支柱產(chǎn)業(yè),同時也是經(jīng)濟發(fā)展好壞的晴雨表,有著名的“女士裙子”經(jīng)濟研究,也反映出經(jīng)濟好壞決定著服裝原料采購總量的增減。同時,毛紡織加工行業(yè)作為我國紡織工業(yè)的重要組成部分,是以羊毛、羊絨、動物纖維及新型化學(xué)纖維為原料進行紡、織、生產(chǎn)的活動,對毛紡織品進行漂白、染色、印花等工序的染整精加工。毛紡織加工行業(yè)主要包括4個子行業(yè),即毛條加工、毛紡織、毛染整精加工和毛針織品及編織品制造。毛紡織加工行業(yè)的產(chǎn)品主要作為下游紡織服裝行業(yè)的原材料,制成各種毛衣、面料、西服、休閑服、防寒服、童裝、內(nèi)衣等成品。上游毛紡織決定著下游毛織成品的成本和成品的風(fēng)格,而下游的紡織服裝行業(yè)的發(fā)展決定著毛紡織加工行業(yè)的產(chǎn)品開發(fā)方向、需求規(guī)模和價格提升空間。隨著我國經(jīng)濟的穩(wěn)步增長和人工成本的提高,一些產(chǎn)品的市場逐漸被擁有人口紅利的印度、越南、緬甸、老撾等國家占據(jù)。我國的毛紡工廠如何在當(dāng)前競爭格局中保持自身的競爭優(yōu)勢,并擴大產(chǎn)品和品牌知名度,是所面臨的嚴峻問題。中國毛紡織加工企業(yè)結(jié)合自身定位,通過產(chǎn)品升級、產(chǎn)業(yè)升級、差異化營銷等市場營銷策略優(yōu)化等方案,增強企業(yè)核心競爭力。hq公司是一家專業(yè)生產(chǎn)毛紡紗線的企業(yè),本文將從市場營銷理論出發(fā),以hq公司紗線產(chǎn)品為研究對象,運用所學(xué)習(xí)的經(jīng)典管理理論、專業(yè)知識、行業(yè)經(jīng)驗,對hq公司紗線產(chǎn)品目前市場營銷的現(xiàn)狀做詳細分析,并對競爭對手作對比研究,找出現(xiàn)行營銷策略的不足之處。對hq公司產(chǎn)品客戶群(經(jīng)銷商和品牌客戶)進行實地問卷調(diào)研,獲取他們對于hq公司紗線產(chǎn)品市場的需求預(yù)期,通過客戶對產(chǎn)品的四種需求進行詳細的分析,即產(chǎn)品需求、價格需求、促銷需求和服務(wù)需求。通過對競爭對手分析和針對調(diào)研獲取的客戶數(shù)據(jù)信息進行分析,并根據(jù)hq公司紗線產(chǎn)品目前營銷現(xiàn)狀,本文針對hq公司紗線產(chǎn)品市場營銷提出優(yōu)化方案。主要通過市場定位、產(chǎn)品組合策略、產(chǎn)品價格策略、渠道擴張與管理策略、促銷策略、服務(wù)營銷策略六個方面進行優(yōu)化改進,期望HQ公司紗線產(chǎn)品在市場競爭中占據(jù)優(yōu)勢。
[Abstract]:Textile is the pillar industry of the national economic development of our country, and it is also the barometer of the economic development. There is a famous "ladies' skirt" economic research. At the same time, as an important part of China's textile industry, wool, cashmere is an important part of the industry. Animal fiber and new chemical fiber as raw materials for spinning, weaving, production activities, bleaching, dyeing, printing and other processes of dyeing and finishing. Wool textile processing industry mainly includes four sub-industries. The products of woolen textile industry are mainly used as raw materials of downstream textile and garment industry, making all kinds of sweaters, fabrics and suits. Casual wear, cold clothing, children's clothing, underwear and other finished products. Upstream woolen textile determines the cost of downstream woolen products and the style of finished products. The development of the downstream textile and clothing industry determines the direction of product development, demand scale and price improvement space. With the steady growth of our economy and the increase of labor costs. The market of some products has been gradually occupied by India, Vietnam, Myanmar, Laos and other countries which have demographic dividend. How to maintain their competitive advantage in the current competitive pattern of woolen textile factories in China. Chinese woolen textile processing enterprises combined with their own positioning, through product upgrading, industrial upgrading, differentiated marketing and other marketing strategies optimization. HEC is a professional manufacturer of woolen yarns. This paper will start from the marketing theory, take the yarn products of hq company as the research object, and apply the classical management theory. Professional knowledge, industry experience, to analyze the current situation of hq yarn products marketing in detail, and to make a comparative study of competitors. Find out the shortcomings of the current marketing strategy. Survey the customer base (dealers and brand customers) of hq company on the spot, and obtain their expectation of demand for the yarn market of hq company. Through the customer to the product four kinds of needs detailed analysis, namely the product demand, the price demand, the promotion demand and the service demand, through the competitor analysis and the customer data information which the research obtains carries on the analysis. And according to the current marketing situation of the yarn products of hq company, this paper puts forward the optimized scheme for the marketing of the yarn products of hq company, mainly through market positioning, product combination strategy and product price strategy. The channel expansion and management strategy, the promotion strategy, the service marketing strategy are optimized and improved, and the yarn products of HQ company are expected to occupy the advantage in the market competition.
【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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