本文關(guān)鍵詞：北京艾克戶外用品有限責(zé)任公司營銷策略研究　出處：《河北工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 戶外用品市場 消費(fèi)者構(gòu)成和消費(fèi)行為 營銷策略

【摘要】：戶外行業(yè)在中國是一個(gè)新興的快速成長的朝陽行業(yè)。隨著戶外行業(yè)越來越深入普通百姓生活,人們對(duì)于戶外用品的消費(fèi)不僅僅關(guān)注產(chǎn)品本身的實(shí)用性,而且也越來越關(guān)注品牌效應(yīng)。實(shí)用性和品牌效應(yīng),是戶外行業(yè)發(fā)展的主要趨勢特征。本文通過對(duì)戶外用鞋消費(fèi)者的相關(guān)調(diào)查分析,得出以下結(jié)論:目前從事戶外運(yùn)動(dòng)的以男性居多,年齡階段以20-30歲的年輕人為主,大多具有兩雙以上的運(yùn)動(dòng)鞋且更換頻率較快。在選擇戶外用鞋時(shí),對(duì)性能、舒適度和價(jià)格關(guān)注比較多,購買途徑主要是通過網(wǎng)上或者專業(yè)戶外店,在網(wǎng)上購買時(shí)比較關(guān)注網(wǎng)友們對(duì)這款產(chǎn)品的評(píng)價(jià)等信息�；趯�(duì)消費(fèi)者的上述分析,艾克公司的品牌定位是:專注于在校大學(xué)生和公司白領(lǐng)的,產(chǎn)品具有高性價(jià)比的戶外用鞋供應(yīng)商和服務(wù)商。在艾克公司經(jīng)營策略方面,根據(jù)公司的市場定位與價(jià)格定位,艾克公司產(chǎn)品策略主要是生產(chǎn)和銷售兼具專業(yè)性和實(shí)用性的戶外用鞋,滿足大學(xué)生和部分城市白領(lǐng)的需求,同時(shí)公司代理部分專業(yè)性高、品質(zhì)過硬的高端專業(yè)戶外用鞋品牌,滿足專業(yè)驢友的個(gè)性化需求。公司的定價(jià)策略根據(jù)自有產(chǎn)品和代理產(chǎn)品分別采用不同的策略。公司自有產(chǎn)品的定價(jià)策略是總成本定價(jià)法為主的滲透定價(jià)策略,輔以顧客差別定價(jià);公司代理產(chǎn)品的定價(jià)策略則根據(jù)供應(yīng)商的要求采用限制定價(jià)法為主,需求導(dǎo)向定價(jià)為輔。同時(shí),鑒于艾克公司目前處于初創(chuàng)期,缺乏資金,經(jīng)營規(guī)模小,其銷售能力和可提供的服務(wù)水平及發(fā)貨能力均有限,所以選擇短和窄的渠道。目前,公司的渠道方式以網(wǎng)絡(luò)營銷為主,實(shí)體營銷以戶外運(yùn)動(dòng)俱樂部的活動(dòng)為主,其他手段為輔。在促銷策略方面,公司根據(jù)消費(fèi)者主體不同,對(duì)大學(xué)生和在職年輕人分別采用不同的促銷策略,主要以網(wǎng)絡(luò)促銷為主,實(shí)體促銷為輔。為了更好的執(zhí)行上述營銷策略,做好營銷活動(dòng)過程中的每一個(gè)環(huán)節(jié),確保公司按照上述預(yù)期的目標(biāo)和工作內(nèi)容順利完成上述營銷策略,艾克公司擬通過完善公司組織架構(gòu)和內(nèi)部管理制度、相關(guān)銷售活動(dòng)的過程和結(jié)果控制,保證營銷策略得到良好執(zhí)行,達(dá)到期望的效果。本論文旨在對(duì)中國戶外用品市場進(jìn)行理論化分析,據(jù)以探討艾克公司的市場營銷策略,同時(shí)希望對(duì)同類型戶外用品市場開發(fā)提供一些借鑒和思考。
[Abstract]:The outdoor industry is an emerging industry in the rapid growth of Chaoyang Chinese. With the outdoor industry more and more deeply the life of ordinary people, people's consumption for outdoor equipment not only concerned about the practicality of the product itself, but also pay more attention to the brand. The practicability and brand effect, is the main trend of the development of the outdoor industry characteristics. This paper based on the outdoor investigation shoes consumer analysis, draw the following conclusions: currently engaged in outdoor sports to males, age 20-30 years old young people, mostly with more than two pairs of sports shoes and replacement rate faster. In the choice of outdoor shoes, on the performance, comfort and price more attention. The main way is to buy through the Internet or outdoor shop, pay more attention to the netizens information about this product evaluation on online purchases. Based on the above analysis of consumers, The brand positioning of AIKE company is focused on college students and white-collar workers, products with high cost-effective outdoor shoes suppliers and service providers. In the aspect of business strategy of AIKE company, according to the company's market positioning and price positioning, product strategy of AIKE company is the production and sale of shoes and usefulness of the outdoor professional and meet the students and white-collar workers in the city, at the same time the company agent of some professional, high-end professional outdoor shoes brand with excellent quality, to meet the personalized needs of professional tour pal company's pricing strategy. Adopt different strategies according to their own products and products. The company's own product pricing strategy is the total penetration pricing strategy cost pricing, differential pricing with customer; company product pricing strategy according to the supplier requirements by limit pricing, demand Demand oriented pricing method. At the same time, given that AIKE is currently in the start-up period, lack of funds, small scale of operation, the ability to sell and provide a level of service and delivery capabilities are limited, so the choice of short and narrow channels. At present, the company's approach to network marketing as the main marketing entity, the Sporting Club Hotel to outdoor activities mainly, supplemented by other means. In the promotion strategy, the company according to the consumers in different subjects, for college students and in-service young people adopt different marketing strategy, mainly in network promotion, promotion entity as a supplement. In order to implement the above marketing strategies better, do a good job in every aspect of marketing activities in the process, to ensure the company in accordance with the above expectations the goal and content of the work the successful completion of the marketing strategy, the company intends to improve the system of AIKE company's organizational structure and internal management, marketing sale activities related process And the results of control, ensure that the marketing strategy is well executed, achieve the desired effect. This paper aims at the theoretical analysis of the Chinese outdoor market, to explore the marketing strategy of AIKE company, and hope to provide some reference and Reflection on the same type of outdoor market development.

【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.8

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相關(guān)期刊論文 前1條

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本文編號(hào)：1382109