pws公司市场营销策略研究

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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