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ID:31954335
大小:2.82 MB
页数:46页
时间:2019-01-29
《pws公司市场营销策略研究》由会员上传分享,免费在线阅读,更多相关内容在应用文档-天天文库。
1、AbstractWiththeChinesesportsintothepostOlympicera,ThesportsgoodsconsultermarketintherapidlyexpandingscaleatthegKlnetimeitintothemultiplebrandscompetitionstage.RelativetothemasssportsconsumptionmarketgraduaUyretllrntotherational,tennisproductsindustryofprofessionalsportsfieldisstrongris
2、ealong谢t11NaLi,JieZhengandotherstarplayersoutstandingperformanceininternationalcompetitions,thisseemgtoindicatethatthetennisproductsindustrywillusherinanunprecedented.gooddevelopmentperiod.Inthispaper,weselectstherepresentativeofPWScompanyinthefieldofprofessionalsports,firstelaboratedt
3、hedevelopmentpresentsituationandtheexistingproblemsinthedevelopmentofPotter'sfiveforcesmodel,andthenusethescaminganalysisofthemarketingenvironmenLthroughtheSWOTanalysistofurtherdeveloptheenterprisecompetitionstrategy.Finally,Contrastthemodemmarketingtheory,theSuceessandinsufficiencyofP
4、WScompanyinthemarketingstrate百es,respectivelyfromthebrand,product’price,promotionandplaceseveralaspectsofresearchandimprovement.Inthispaper,basedontherealityofbusinessofPWScompanybasedontheresearchoftheenterprise’smarketingstrategy,inordertoprovidesomereferencesforthefuturedevelopmento
5、fthecompany,alsohopetobeabletodevelopChina'ssportinggoodsindustryplaysanimportantrolein.Keywords:PWSCompany,TennisRacketProducts,MarketingStrategyⅡ目录第一章引言⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.1一、研究的背景⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..1二、研究目的及意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.1三、国内外现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..2四、研究框架及主要内容⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯2五、研究思路与方
6、法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.3第二章相关理论文献概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.4一、市场营销的概念⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.4二、市场营销理论的演进⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯4三、波特五种竞争力理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯5四、STP定位理论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.6五、SWOT分析模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯7六、波士顿矩阵分析法⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..7第三章网球运动及产品市场概述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.9一、网球运动简介⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯9二、网球拍产品市场现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..10第
7、四章PWS公司简介及发展现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.12一、PWS公司简介⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯12二、PUS公司发展现状⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..13三、PWS公司营销中的成功之处⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯16四、PWS公司营销中存在的不足⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯16第五章PWS公司营销环境分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯18一、宏观环境分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..18二、微观环境分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯..20三、SWOT分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯26第六章PWS公司市场细分与定位⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯.29一
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