本文關(guān)鍵詞： 戶外用品 OP公司 營銷策略 營銷組合　出處：《華南理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：OP戶外用品公司是一家專業(yè)戶外運動生產(chǎn)運營商，國內(nèi)第一家專營背囊品牌。在登山、攀巖、徒步、潛水等專業(yè)戶外運動中開發(fā)設(shè)計產(chǎn)品，糅合戶外運動和時尚元素，打造出專業(yè)，時尚的獨特戶外裝備風格。OP公司目前的產(chǎn)品已形成以背囊為主，增加了登山鞋、沖鋒衣、帳篷、睡袋等戶外旅行所必備的產(chǎn)品，價格在中等價位左右，非常適合我國大部分地區(qū)的消費水平。目前公司銷售網(wǎng)絡(luò)主要由專賣店和大型百貨商場構(gòu)成，輔以國外訂貨商采購。國外市場，公司生產(chǎn)的背囊20%出口俄羅斯、新加坡、馬來西亞、香港、臺灣、尼泊爾、泰國、印尼、西班牙等國家。在國內(nèi)市場，產(chǎn)品在新疆、內(nèi)蒙古、黑龍江、吉林、廣東、江蘇、湖北、陜西、遼寧、北京、河南、浙江、福建、廣西等22個省份和直轄市建立了自營店或入駐了當?shù)厣虉�，其中自營店主要開在廣東片區(qū)，而其品牌在廣東地區(qū)的發(fā)展也是最好。 本文選取OP戶外用品公司為研究對象，，希望對公司未來的市場推廣和營銷策略給予參考。第一章交代了研究背景、研究意義，并對品牌、STP理論、4P營銷組合理論作了綜述。第二章主要是對公司發(fā)展歷程及營銷發(fā)展現(xiàn)狀進行分析，找出公司營銷困境原因。第三章對OP公司宏觀環(huán)境和戶外市場行業(yè)環(huán)境進行分析。第四章運用SWOT分析工具對公司營銷戰(zhàn)略進行分析，在此基礎(chǔ)上提出公司未來的營銷戰(zhàn)略。第五章運用STP營銷理論對戶外用品市場細分，目標市場選擇，最后市場定位，重新調(diào)整OP公司的營銷策略，為OP公司提出4P營銷組合策略和體驗營銷策略，借此幫助OP公司推廣產(chǎn)品與品牌，提高品牌知名度和美譽度，從而達到企業(yè)持續(xù)發(fā)展目的。
[Abstract]:Op Outdoor supplies Company is a professional outdoor sports production operator, the first specialized backpack brand in China. In mountaineering, rock climbing, hiking, diving and other professional outdoor sports development and design products, a mix of outdoor sports and fashion elements, To create a professional, stylish unique outdoor equipment style. The current products of op Company have been formed mainly in rucksack, adding mountaineering shoes, emergency clothing, tents, sleeping bags and other essential products for outdoor travel. The price is around the middle price. It is very suitable for the consumption level in most parts of our country. At present, the company's sales network is mainly composed of specialty stores and large department stores, supplemented by foreign orders.In foreign markets, 20% of the rucksack produced by the company is exported to Russia and Singapore. Malaysia, Hong Kong, Taiwan, Nepal, Thailand, Indonesia, Spain, etc. In the domestic market, products in Xinjiang, Inner Mongolia, Heilongjiang, Jilin, Guangdong, Jiangsu, Hubei, Shaanxi, Liaoning, Beijing, Henan, Zhejiang, Fujian, Guangxi and other 22 provinces and municipalities have established self-owned stores or entered local shopping malls. Among them, self-employed shopkeepers will open in Guangdong areas, and their brands will also be the best in Guangdong. This paper selects op Outdoor supplies Company as the research object, hoping to give a reference to the company's future marketing and marketing strategy. The first chapter describes the research background, research significance, The second chapter mainly analyzes the history of the company's development and the current situation of the marketing development. The third chapter analyzes the macro environment of op company and the outdoor market environment. Chapter 4th uses SWOT to analyze the marketing strategy of the company. On this basis, the future marketing strategy of the company is put forward. Chapter 5th uses STP marketing theory to subdivide the outdoor products market, select the target market, finally position the market, readjust the marketing strategy of op company. This paper puts forward 4P marketing combination strategy and experience marketing strategy for op company, which can help op company to popularize products and brands, improve brand popularity and reputation, so as to achieve the purpose of sustainable development of enterprises.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.8

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