本文選題：固特異 + 品牌營(yíng)銷��； 參考：《東華大學(xué)》2015年碩士論文

【摘要】：改革開(kāi)放30多年來(lái)，面對(duì)我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)的快速發(fā)展，以及日益激烈的市場(chǎng)競(jìng)爭(zhēng)所帶來(lái)的機(jī)遇和挑戰(zhàn)，各行各業(yè)如何在這場(chǎng)優(yōu)勝劣汰的激烈的市場(chǎng)競(jìng)爭(zhēng)中生存下來(lái)，，并成為最終勝利者。在原材料、生產(chǎn)技術(shù)、生產(chǎn)設(shè)備及市場(chǎng)營(yíng)銷人員配備基本一致的情況下，企業(yè)只有建立一個(gè)相對(duì)完善的營(yíng)銷策略體系，才能在日益白熱化的激烈市場(chǎng)競(jìng)爭(zhēng)中獲得自己理想的相對(duì)份額和不錯(cuò)的銷售業(yè)績(jī)。而隨著中國(guó)社會(huì)分工日漸精細(xì)化，法制日漸完善，同國(guó)際上的接軌越來(lái)越近，接觸也越來(lái)越緊密，很多的外國(guó)生產(chǎn)商及供應(yīng)商早就開(kāi)始在中國(guó)投資，開(kāi)設(shè)工廠，建立生產(chǎn)、研發(fā)基地等，并在國(guó)內(nèi)多個(gè)省區(qū)選擇代理商，推廣和銷售自己的產(chǎn)品。 N公司是專業(yè)銷售進(jìn)口工業(yè)皮帶及配件的公司，公司成立于2005年，是美國(guó)固特異品牌工業(yè)皮帶授權(quán)代理商。公司總部設(shè)在上海，在重慶、天津設(shè)有辦事處。長(zhǎng)沙、青島、廣東、深圳、沈陽(yáng)有五個(gè)經(jīng)銷商，目前銷售網(wǎng)絡(luò)初步形成。文章結(jié)合市場(chǎng)營(yíng)銷相關(guān)理論和方法，對(duì)代理模式下N公司固特異品牌工業(yè)皮帶營(yíng)銷策略開(kāi)展研究。 首先，本文對(duì)品牌代理，營(yíng)銷策略及其相關(guān)理論進(jìn)行了簡(jiǎn)要闡述，為后面N公司的營(yíng)銷現(xiàn)狀進(jìn)行分析奠定了理論基礎(chǔ)。然后文章從N公司宏觀市場(chǎng)營(yíng)銷環(huán)境、N公司微觀市場(chǎng)營(yíng)銷環(huán)境、N公司固特異品牌工業(yè)皮帶市場(chǎng)競(jìng)爭(zhēng)及N公司市場(chǎng)營(yíng)銷環(huán)境進(jìn)行分析。本文還利用SWOT理論對(duì)固特異品牌工業(yè)皮帶在國(guó)內(nèi)的營(yíng)銷情況進(jìn)行優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、挑戰(zhàn)分析，得出固特異品牌工業(yè)皮帶的市場(chǎng)定位。然后，利用營(yíng)銷管理的4P理論，從產(chǎn)品、價(jià)格、營(yíng)銷和服務(wù)四個(gè)方面構(gòu)建固特異品牌的營(yíng)銷策略，即產(chǎn)品策略和價(jià)格策略、營(yíng)銷策略與服務(wù)策略；最后，研究代理模式下N公司營(yíng)銷策略的實(shí)施及營(yíng)銷績(jī)效評(píng)價(jià)。 總之，本文通過(guò)探討代理模式下N公司固特異品牌營(yíng)銷案例，運(yùn)用營(yíng)銷策略的系統(tǒng)理論，從代理模式下?tīng)I(yíng)銷隊(duì)伍的組建、營(yíng)銷方案的制定、營(yíng)銷績(jī)效評(píng)價(jià)上做嘗試性的探索，在制定代理模式下N公司有效的營(yíng)銷策略規(guī)劃的同時(shí)，努力為行業(yè)內(nèi)其他代理企業(yè)在做營(yíng)銷策略決策過(guò)程中提供有益的參考和借鑒。
[Abstract]:After more than 30 years of reform and opening up, in the face of the rapid development of our socialist market economy and the opportunities and challenges brought by the increasingly fierce market competition, various industries have survived the fierce market competition of survival of the fittest. And become the ultimate victor. When the raw materials, production technology, production equipment and marketing personnel are basically the same, the enterprise must establish a relatively perfect marketing strategy system. In order to get their ideal relative share and good sales performance in the increasingly fierce market competition. And as China's social division of labor becomes more and more refined, its legal system is becoming more and more perfect, and its integration with the international community is getting closer and closer, many foreign producers and suppliers have long begun to invest in China, set up factories and set up production. Research and development base, and selected agents in a number of provinces in China, promote and sell their own products. Company N is a professional sales of imported industrial belts and accessories companies, founded in 2005, is the United States Goodyear brand industrial belt authorization agent. The company is headquartered in Shanghai and has offices in Chongqing and Tianjin. Changsha, Qingdao, Guangdong, Shenzhen, Shenyang has five dealers, the current sales network is initially formed. Based on the theory and method of marketing, this paper studies the strategy of industrial belt marketing of Goodyear brand of N Company under agency mode. Firstly, this paper briefly expounds the brand agency, marketing strategy and related theories, which lays a theoretical foundation for the analysis of the marketing situation of N Company. Then the article analyzes the macro marketing environment of N company and the micro marketing environment of N company and the market competition of Goodyear brand industrial belt of N company and the marketing environment of N company. This paper also analyzes the advantages, disadvantages, opportunities and challenges of Goodyear brand industrial belt marketing in China by using SWOT theory, and obtains the market orientation of Goodyear brand industrial belt. Then, using the 4P theory of marketing management, the paper constructs the marketing strategy of Goodyear brand from four aspects of product, price, marketing and service, that is, product strategy and price strategy, marketing strategy and service strategy. This paper studies the implementation of marketing strategy and evaluation of marketing performance of N Company under agency mode. In a word, by discussing the case of Goodyear brand marketing of company N under agency mode, using the systematic theory of marketing strategy, this paper tries to explore the formation of marketing team, the formulation of marketing scheme, and the evaluation of marketing performance in the mode of agency. While making the effective marketing strategy planning of N Company under the agency mode, we try our best to provide useful reference and reference for other agent enterprises in the process of making marketing strategy decision.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F416.85

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