本文關(guān)鍵詞： 戶外用品 市場競爭 促銷策略　出處：《山東大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：戶外用品行業(yè)作為一個新興行業(yè),近年來發(fā)展迅速。同時,戶外用品行業(yè)的市場競爭也日趨激烈。促銷作為市場營銷中的關(guān)鍵部分,被各個戶外用品廠商所重視,都將促銷作為有力的市場競爭手段。M戶外用品公司是國內(nèi)知名的戶外用品企業(yè),本論文對M戶外用品公司的促銷策略進(jìn)行研究,通過有效的促銷方案設(shè)計(jì),使企業(yè)提升銷售業(yè)績,樹立良好品牌形象,與消費(fèi)者及中間商建立穩(wěn)定友好的合作關(guān)系。 本論文,從整合營銷傳播的角度,對M戶外用品公司的促銷策略進(jìn)行研究。將廣告、公共關(guān)系、營業(yè)推廣、人員推銷、體驗(yàn)營銷等促銷手段,作為公司與消費(fèi)者及中間商交流溝通的工具。提出了分別面向消費(fèi)者和中間商的促銷設(shè)計(jì)方案。面向消費(fèi)者的促銷,包括市場拉動、市場推動、公司與消費(fèi)者建立穩(wěn)定友好關(guān)系三個部分。促銷工作不僅是短期內(nèi)提高銷售量,而且通過促銷活動,加強(qiáng)公司與消費(fèi)者的溝通,提升品牌形象,與消費(fèi)者建立良好關(guān)系。在了解并滿足消費(fèi)者需求和愿望的基礎(chǔ)上,實(shí)現(xiàn)產(chǎn)品銷售和獲取利潤。通過面向中間商的促銷,激勵經(jīng)銷商進(jìn)貨,為中問商提供全面的銷售支持,保持公司與中間商良好的合作伙伴關(guān)系,實(shí)現(xiàn)雙方合作共贏,共同發(fā)展。本論文對于M戶外用品公司的促銷工作,提供一定的參考。 本論文共分為六章。第一章緒論,包括選題的背景和意義、研究思路和框架、研究方法和創(chuàng)新點(diǎn)。第二章相關(guān)理論綜述。包括促銷的概念和方式、整合營銷傳播理論的定義、促銷的作用和意義。第三章M公司促銷現(xiàn)狀分析。包括公司企業(yè)概況、行業(yè)發(fā)展情況、產(chǎn)品特點(diǎn)、消費(fèi)者特點(diǎn)、公司促銷工作的現(xiàn)狀和問題。第四章M公司促銷方案設(shè)計(jì)。包括方案的設(shè)計(jì)依據(jù)、目標(biāo)、原則、思路。第五章M公司促銷方案的實(shí)施保障。主要介紹促銷方案實(shí)施的保障條件。第六章結(jié)論與展望。
[Abstract]:As a new industry, outdoor products industry has been developing rapidly in recent years. At the same time, the market competition of outdoor products industry is becoming increasingly fierce. Promotion, as a key part of marketing, has been attached great importance to by all outdoor products manufacturers. M Outdoor products Company is a well-known outdoor products company in China. This paper studies the promotion strategy of M Outdoor supplies Company, and designs the effective promotion scheme. Improve sales performance, establish a good brand image, and establish a stable and friendly relationship with consumers and middlemen. This paper, from the angle of integrated marketing and communication, studies the promotion strategy of M Outdoor supplies Company. Advertising, public relations, business promotion, personnel marketing, experience marketing and other promotional methods, As a communication tool between the company and consumers and middlemen, this paper puts forward the sales promotion design scheme for consumers and middlemen respectively. The promotion for consumers includes market-driven, market-driven, and market-oriented. The promotion work is not only to increase the sales volume in the short term, but also to strengthen the communication between the company and the consumers through the promotion activities, so as to enhance the brand image. Establish a good relationship with consumers. On the basis of understanding and meeting the needs and aspirations of consumers, achieve product sales and profit. Through the promotion of middlemen, encourage dealers to purchase goods, provide comprehensive sales support to Chinese customers. To maintain a good partnership between the company and the middleman to achieve win-win cooperation and common development. This paper provides a certain reference for M outdoor products company's promotion work. This paper is divided into six chapters. The first chapter is introduction, including the background and significance of the topic, research ideas and framework, research methods and innovation. The role and significance of sales promotion. Chapter III: analysis of the current situation of M Company's sales promotion. Including the company's corporate profile, industry development, product characteristics, consumer characteristics, Current situation and problems of Company's Promotion work. Chapter 4th, Company M's Promotion Scheme Design. Including the design basis, objectives, principles of the scheme, Train of thought. 5th chapter M company sales promotion plan implementation safeguard. Mainly introduces the promotion plan implementation safeguard condition. 6th chapter conclusion and the prospect.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F274;F426.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 歐喜濤;奧索卡戶外品牌發(fā)展策略研究[D];西北農(nóng)林科技大學(xué);2013年

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本文編號：1549196