本文選題：紡織行業(yè)　切入點(diǎn)：市場(chǎng)定位　出處：《河北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：2016年是紡織行業(yè)機(jī)遇與挑戰(zhàn)并存的一年�！爸袊�(guó)制造2025”吹響了制造業(yè)向“智造”進(jìn)軍的號(hào)角,“互聯(lián)網(wǎng)+”、“十三五紡織計(jì)劃”為紡織行業(yè)指明了與信息技術(shù)融合發(fā)展的數(shù)字化、信息化、智能化的發(fā)展主線,使紡織企業(yè)在政策上面臨著利好與機(jī)遇;而行業(yè)下行壓力不斷加大,外貿(mào)出口明顯下滑,原材料、水洗、人工成本上漲,又給紡織企業(yè)的發(fā)展帶來(lái)諸多壓力和挑戰(zhàn)。眾多紡織企業(yè)在傳統(tǒng)與變革、升級(jí)與創(chuàng)新中不斷成熟,穩(wěn)中求進(jìn)。A紡織品公司為河北省高陽(yáng)縣紡織行業(yè)的龍頭企業(yè),從事紡織行業(yè)二十多年,在當(dāng)?shù)禺a(chǎn)業(yè)集群中占有一定優(yōu)勢(shì),目前主要經(jīng)營(yíng)內(nèi)銷“三巾”類產(chǎn)品。面對(duì)市場(chǎng)環(huán)境的變化,A紡織品公司先后三次提出“創(chuàng)業(yè)”口號(hào),調(diào)整企業(yè)發(fā)展方向。目前,A紡織品公司現(xiàn)行的營(yíng)銷策略存在一定問題,究其根源缺乏清晰明確的營(yíng)銷戰(zhàn)略。面對(duì)嚴(yán)峻地外部環(huán)境和經(jīng)濟(jì)形勢(shì),如何調(diào)整營(yíng)銷戰(zhàn)略、如何修正營(yíng)銷策略成為A紡織品公司亟待解決的問題。筆者從宏觀、微觀角度對(duì)A紡織品公司的營(yíng)銷環(huán)境進(jìn)行分析,以不斷變化的消費(fèi)者需求為出發(fā)點(diǎn),對(duì)A紡織品公司的營(yíng)銷策略存在的問題進(jìn)行總結(jié)。結(jié)合SWOT矩陣顯示的內(nèi)容,筆者清晰地分析了A紡織品公司的市場(chǎng)定位,并把定位作為根本出發(fā)點(diǎn),提出了營(yíng)銷策略的對(duì)策建議。簡(jiǎn)要概括如下:A紡織品公司首先要結(jié)合目標(biāo)客戶需求展開新品研發(fā),加大品牌建設(shè)力度;其次,定價(jià)方法要靈活多樣化;第三,除現(xiàn)有渠道維護(hù)外,積極拓展國(guó)內(nèi)渠道終端,建立強(qiáng)大的渠道網(wǎng)絡(luò);第四,將促銷與品牌形象相結(jié)合,加強(qiáng)企業(yè)市場(chǎng)關(guān)注度。本文通過文獻(xiàn)研究法、對(duì)比分析法和總結(jié)歸納法對(duì)論題進(jìn)行研究,筆者通過與公司人員訪談獲得一手資料,從公司內(nèi)刊、知網(wǎng)、互聯(lián)網(wǎng)等網(wǎng)絡(luò)搜集大量二手資料,期望提出的對(duì)策建議能助力A紡織品公司經(jīng)營(yíng)水平更上新臺(tái)階,提高其營(yíng)銷能力和競(jìng)爭(zhēng)實(shí)力。同時(shí),為A紡織品公司相似的紡織企業(yè)提供的參考,具有理論和實(shí)踐的雙重價(jià)值。
[Abstract]:In 2016, the textile industry had both opportunities and challenges. "made in China 2025" sounded the trumpet of "smart manufacturing". The "Internet" and "13th Five-Year Plan" pointed out the digitalization of the integration with information technology for the textile industry. With the development of information technology and intelligence, textile enterprises are faced with favorable policies and opportunities. However, the downward pressure on the industry is increasing, the export of foreign trade is obviously declining, raw materials, water washing, and labor costs are rising. The development of textile enterprises has brought a lot of pressure and challenges. Many textile enterprises are becoming mature in tradition and reform, upgrading and innovation. The textile company "A" is the leading enterprise in the textile industry of Gaoyang County, Hebei Province. Engaged in textile industry for more than 20 years, it has a certain advantage in local industrial clusters. At present, it is mainly engaged in domestic sales of "three towels" products. In the face of changes in the market environment, textile companies have put forward the slogan of "starting a business" three times. Adjust the development direction of the enterprise. At present, there are some problems in the current marketing strategy of the textile company, the root cause of which is lack of clear and clear marketing strategy. In the face of the severe external environment and economic situation, how to adjust the marketing strategy, How to correct the marketing strategy has become an urgent problem for A textile company. The author analyzes the marketing environment of A textile company from the macro and micro angles, taking the changing consumer demand as the starting point. This paper summarizes the problems existing in the marketing strategy of A textile company. Combined with the content of SWOT matrix display, the author clearly analyzes the market positioning of A textile company and regards the positioning as the fundamental starting point. The countermeasures and suggestions of marketing strategy are put forward. The following are briefly summarized as follows: firstly, we should develop new products according to the needs of our target customers, and increase the strength of brand building; secondly, the pricing methods should be flexible and diversified; thirdly, In addition to the existing channel maintenance, actively expand the domestic channel terminal, establish a strong channel network; 4th, the combination of sales promotion and brand image, strengthen the enterprise market attention. Comparative analysis and summary inductive research on the topic, the author through interviews with company personnel to obtain first-hand information, from the company's internal publications, knowledge of the Internet and other networks to collect a large number of second-hand information, It is expected that the proposed countermeasures and suggestions can help A textile company to raise its management level to a new level and to improve its marketing ability and competitive strength. At the same time, the reference provided for similar textile enterprises of A textile company is of both theoretical and practical value.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.81

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