s公司市场营销战略与策略研究

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1、AbstractSincetheinventionofzipperhasundergonemorethanonehundredyearsofhistory,8．8thematerialsusedinadditiontoclothing,isalsowidelyusedinbags，shoes，tentsandotherindustrial，defenseandotherfields．Thenextfewyears，舔clothing,bags，shoesandsportinggoodsindustries，suchastherapiddevelopmentoftheglobalma

2、rketzippersaleswillcontinuetogrowataratehigher．However,since2008toentertheglobaleconomyaswell嬲China’Seconomyhaveexperiencedanextraordinaryyearforthefirsthalfofavarietyofhighrawmaterials，laborcostsrise，thecontinuedappreciationofRMB，thesecondhalfoftheU．S．sub—loancrisisoftheglobalTheeconomiccrisi

3、sledtoacrisismanyenterprises，theglobaleconomyareexperiencinghardshipandsocialneedsofthesharpdeclineinthecompetitivenessoftheindustryfurther．Inthistoughmarketecosystemtochangesinanincreasinglyrationalandmatureconsumerenvironment，thecompetitiveenvironmentandmoretragic，ongoingenterprisetopromotet

4、hetransformationofmarketingstrategyandmarketinginnovationmodel．Inthispaper,choiceofzipperindustryinChina'sleadingenterprises，asresearchsubjectsS，andSoftheindustry'sadvantagesanddisadvantages，opportunitiesandthreatsanalysisandhighlightedthedifferencesinSshouldbetakenofthecompany'scompetitivestr

5、ategy．Atthesametime，exploreandanalyzethemarketingmanagementinthelackofmarketingmixstrategyofproductstrategy,pricingstrategy,channelstrategyandmarketingstrategyhopetoguidepracticeandpromotethecompany'scompetitiveness．Thisarticleconcludesthat：zipperindustryinChina'srapiddevelopmentandbrandfocuse

6、donthestage，SOasChina'sindustryleadingzipperbran也basedOilthiscombinationofinternalandexternalenvironmentalchanges，continuetotakeadvantageofmarketingstrategywillfurtherenhancethecompanyintheindustryleadership．Keyword：Marketmarketing；Zipper；,Scompany厦门大学学位论文原创性声明本人呈交的学位论文是本人在导师指导下，独立完成的研究成果。本人在论

7、文写作中参考其他个人或集体已经发表的研究成果，均在文中以适当方式明确标明，并符合法律规范和《厦门大学研究生学术活动规范(试行)》。另外，该学位论文为()课题(组)的研究成果，获得()课题(组)经费或实验室的资助，在()实验室完成。(请在以上括号内填写课题或课题组负责人或实验室名称，未有此项声明内容的，可以不作特别声明。)栅M?：邳兰坎一年加7日、、厦门大学学位论文著作权使用声明本人同意厦门大学根据《中华人民共和国学位条例暂行实施办法》等规定保留和使用此学位论文，并向主