本文選題：營銷策略 + 品牌營銷�。� 參考：《中國海洋大學》2011年碩士論文

【摘要】：國內文具行業(yè)近年來得到了快速發(fā)展并且已經(jīng)逐漸融入到競爭越來越激烈的國際環(huán)境中。利通文具有限公司在競爭中不斷地通過技術創(chuàng)新來爭取市場份額。然而，在市場開拓方面取得的效果并不十分明顯，其中一個重要原因就是營銷策略方面存在種種問題。 利通文具有限公司自成立以來，一直以產(chǎn)品出口為主,目前由于多種因素的影響，企業(yè)的出口面臨嚴峻的挑戰(zhàn),企業(yè)在思考擴大內銷市場。那么如何才能讓國內的消費者接受和認可自己的品牌和產(chǎn)品呢？很顯然，企業(yè)要在營銷策略上下功夫。論文以營銷策略理論、SWOT分析模型等為理論基礎，，以利通文具有限公司的營銷策略為研究對象，綜合運用文獻分析法、訪談法、案例分析法等，對公司的營銷策略進行了深入分析。 論文首先介紹研究的背景、目的、問題及研究方法等，緊接著是相關的理論概述。在理論概述中，先后介紹了市場營銷的管理過程、目標市場與定位、營銷組合理論、關系營銷理論、競爭戰(zhàn)略理論等。本文有針對性的詳細分析了利通文具有限公司的內部條件、經(jīng)營現(xiàn)狀及外部環(huán)境狀況。在此基礎上，重點分析利通文具有限公司的營銷策略。對文具產(chǎn)品進行市場細分后，確定了利通文具有限公司的目標市場策略，然后提出公司的產(chǎn)品定位策略，把產(chǎn)品定位在高品質檔次上。根據(jù)利通文具有限公司的產(chǎn)品特點，論文提出產(chǎn)品組合策略和產(chǎn)品開發(fā)策略。根據(jù)不同的消費群體開發(fā)出不同的產(chǎn)品。在分析產(chǎn)品的定價策略時，對公司的價格體系做了相關的改善建議；依據(jù)公司的產(chǎn)品特點及定價策略，對產(chǎn)品的分銷渠道做了相關設計，找出其渠道管理中存在的問題與不足，做出改進建議。本論文還提出，企業(yè)應從廣告、人員、銷售促進及公共關系等各個方面入手實施促銷策略，全面、多渠道地促進銷售。通過與競爭對手的對比分析，本論文認為很多競爭對手的成功之處就在于實施了品牌營銷策略。在營銷中，企業(yè)必須建立起自己的品牌，使消費者對產(chǎn)品有著深刻、良好印象，為營銷打下良好的消費者基礎。在樹立自己的品牌上，企業(yè)必須有獨到之處，做出自己的產(chǎn)品特色來。競爭對手的品牌營銷是建立在產(chǎn)品高品質的基礎之上的，高品質是好品牌的生命線、本質和基礎。只有生產(chǎn)出高品質的產(chǎn)品，做好品牌，才能在消費者心中有美好的形象和一定的價值，才能建立起消費者對產(chǎn)品的信任，從而促進企業(yè)的生產(chǎn)、經(jīng)營與管理，保證企業(yè)的營銷走上良好的發(fā)展道路。為保證以上策略得到全面有效的實施，論文最后提出加大新產(chǎn)品開發(fā)的投入力度、健全質量體系及調整公司內部組織結構等實施保障措施。
[Abstract]:The domestic stationery industry has developed rapidly in recent years and has been gradually integrated into the increasingly competitive international environment. Litong Stationery Co., Ltd. in the competition through technological innovation to strive for market share. However, the effect of market development is not very obvious, one of the important reasons is that there are many problems in marketing strategy. Since the establishment of Litong Stationery Co., Ltd., it has been mainly on the export of products. At present, due to the influence of many factors, the export of the enterprise is faced with severe challenges, so the enterprise is thinking about expanding the domestic market. So how can domestic consumers accept and recognize their brands and products? Clearly, companies have to work on marketing strategies. Based on the marketing strategy theory and SWOT analysis model, this paper takes the marketing strategy of Litong Stationery Co., Ltd. as the research object, synthetically applies the literature analysis method, the interview method, the case analysis method and so on. The marketing strategy of the company is deeply analyzed. This paper first introduces the background, purpose, problems and research methods of the research, followed by a summary of relevant theories. In the theoretical overview, the management process of marketing, target market and positioning, marketing combination theory, relationship marketing theory, competition strategy theory and so on are introduced. This paper analyzes the internal conditions, management status and external environment of Litong Stationery Co., Ltd. On this basis, focus on the analysis of Litong Stationery Co., Ltd. marketing strategy. After the market segmentation of stationery products, the target market strategy of Litong Stationery Co., Ltd is determined, and then the product positioning strategy is put forward to position the products in the high quality grade. According to the product characteristics of Litong Stationery Co., Ltd, this paper puts forward the product combination strategy and product development strategy. Develop different products according to different consumer groups. When analyzing the pricing strategy of the products, the paper makes some suggestions to improve the price system of the company, designs the distribution channels of the products according to the characteristics and pricing strategies of the products, and finds out the problems and shortcomings in the channel management. Make suggestions for improvement. This paper also proposes that the enterprise should carry out the promotion strategy from the aspects of advertising, personnel, sales promotion and public relations, and promote sales in a comprehensive and multi-channel way. Through the comparative analysis with the competitors, this paper thinks that the success of many competitors lies in the implementation of brand marketing strategy. In marketing, enterprises must set up their own brand, make consumers have a deep and good impression on the products, and lay a good consumer foundation for marketing. In setting up their own brand, enterprises must have a unique, to make their own product characteristics. Competitors' brand marketing is based on the high quality of the product, high quality is the lifeline, essence and foundation of the good brand. Only by producing high quality products and making good brands, can we have a good image and certain value in the hearts of consumers, build up consumer trust in products, and thus promote the production, management and management of enterprises. To ensure that the enterprise's marketing on a good road to development. In order to ensure the implementation of the above strategies, the paper proposes to increase the investment in the development of new products, improve the quality system and adjust the internal organizational structure of the company.
【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F274;F426.89

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