s公司营销战略与策略探讨

《s公司营销战略与策略探讨》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、AbstractOverrecentyears，inthecontextofthesustainedandrapiddevelopmentofthenationaleconomyandintegrationoftheglobaleconomy,thereexistsarapidincreaseindemandforgarmentandforgarmentexportathome．ThegarmentinChinadevelopsrapidly,formingthreepillargarmentindustryclustersathome：‘Zhejiang，Fuji

2、anandGuangzhou，inadditiontoabatchofrepresentativebrandsincludingZhejiang’SFirs，YoungorandBaoxiniaoOXINIAO，Fnjian’SSeptWolvesandLilang，andGuangzhou’SVERSINO，DIKENIandVASTO，andSOon．Nevertheless，theinternationalizationofdomesticmarketandentryofmanyoverseasbrandssuchasBOSS，VERSACEandDUNHIL

3、Lincreasinglysharpenthecompetitionofthedomesticgarmentmarket,especiallymen’swearmarket．Facingthecruelcompetition．itisveryimportanttoworkoutandimplementmarketingstrategyfordomesticgarmententerprisesinorder’towinthecompetition，maintainandincreasetheirmarketshares．TheScompanyinFujianismai

4、nlyengagedinproductionandsellingofmen’swear,whichattainedgoodachievementsandisnotverygoodnow．Therefore，thisarticlechoosestheScompanyasthesubjectinvestigated，withthepurposestobringsomebenefitstotheScompanyforitsdevelopmentandimprovementofmarketcompetitiveforce．Thisarticleiscomposedoffiv

5、eparts．Part1introducesbasicconditionsofmeScompanyinthemarketindustry,competitionpattemandmarketprospectofthedomesticmen’swearmarketfirstly,andbasicsituationandmainmarketingproblemsoftheScompany；asthekeypartofthisarticle，Part2analyzestheScompany’SmarketingstrategyenvironmentanddefinesSc

6、ompany’Sopportunitiesandmenaces，internaladvantagesanddisadvantagesanditsstrategicStatusinthegarmentcircleathomebymeansofadoptingSWOTandCPManalysismethodstomacroscopicallyandmicrocosmicallyanalyzeindustryenvironment，internalresources，andabilityoftheScompany,andonetc．；asthecorepartofthis

7、article，Part3一Workingoutmarketingstrategy,fractionizesdomesticmarketandproductsathome，definesthemarketobjectivesoftheScompanyandputsforwardsitsmarketpositioning．BasedontheanalysisinPart2，thispartworksoutthefeasiblemarketingstrategyfortheScompany；Part4describescombinationofmarketingta