本文選題：固特異 + 品牌營銷　； 參考：《東華大學》2015年碩士論文

【摘要】：改革開放30多年來，面對我國社會主義市場經(jīng)濟的快速發(fā)展，以及日益激烈的市場競爭所帶來的機遇和挑戰(zhàn)，各行各業(yè)如何在這場優(yōu)勝劣汰的激烈的市場競爭中生存下來，，并成為最終勝利者。在原材料、生產(chǎn)技術、生產(chǎn)設備及市場營銷人員配備基本一致的情況下，企業(yè)只有建立一個相對完善的營銷策略體系，才能在日益白熱化的激烈市場競爭中獲得自己理想的相對份額和不錯的銷售業(yè)績。而隨著中國社會分工日漸精細化，法制日漸完善，同國際上的接軌越來越近，接觸也越來越緊密，很多的外國生產(chǎn)商及供應商早就開始在中國投資，開設工廠，建立生產(chǎn)、研發(fā)基地等，并在國內(nèi)多個省區(qū)選擇代理商，推廣和銷售自己的產(chǎn)品。 N公司是專業(yè)銷售進口工業(yè)皮帶及配件的公司，公司成立于2005年，是美國固特異品牌工業(yè)皮帶授權代理商。公司總部設在上海，在重慶、天津設有辦事處。長沙、青島、廣東、深圳、沈陽有五個經(jīng)銷商，目前銷售網(wǎng)絡初步形成。文章結合市場營銷相關理論和方法，對代理模式下N公司固特異品牌工業(yè)皮帶營銷策略開展研究。 首先，本文對品牌代理，營銷策略及其相關理論進行了簡要闡述，為后面N公司的營銷現(xiàn)狀進行分析奠定了理論基礎。然后文章從N公司宏觀市場營銷環(huán)境、N公司微觀市場營銷環(huán)境、N公司固特異品牌工業(yè)皮帶市場競爭及N公司市場營銷環(huán)境進行分析。本文還利用SWOT理論對固特異品牌工業(yè)皮帶在國內(nèi)的營銷情況進行優(yōu)勢、劣勢、機遇、挑戰(zhàn)分析，得出固特異品牌工業(yè)皮帶的市場定位。然后，利用營銷管理的4P理論，從產(chǎn)品、價格、營銷和服務四個方面構建固特異品牌的營銷策略，即產(chǎn)品策略和價格策略、營銷策略與服務策略；最后，研究代理模式下N公司營銷策略的實施及營銷績效評價。 總之，本文通過探討代理模式下N公司固特異品牌營銷案例，運用營銷策略的系統(tǒng)理論，從代理模式下營銷隊伍的組建、營銷方案的制定、營銷績效評價上做嘗試性的探索，在制定代理模式下N公司有效的營銷策略規(guī)劃的同時，努力為行業(yè)內(nèi)其他代理企業(yè)在做營銷策略決策過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.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.85

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