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1、S02E025087王晓迪杭州爱丽芬公司营销战略研究复旦大学硕士学位论文杭州爱丽芬公司营销战略研究姓名：王晓茜申请学位级别：硕士专业：高级管理人员工商管理丨导教师：孙一民200405125S02E025087王晓迪杭州爱丽芬公司营销战略研究Abstract5S02E025087王晓迪杭州爱丽芬公司营销战略研究Nowadays,theinternationaleconomyisrapidlydeveloping,thedomesticmarketwhichhasoncebeenisolatedwiththeforeigncompetitorsa
2、felyhasnowbecometheplacethatgianfstrans-coiporationandglobalprofessionalmanufacturercontendforheartily.Managementideasandmethodsofeachenterprisearechallengedandchangedunderthismorecomplicatedandchangeablemarketenvironment,Companieswhichdaringtochangetowinalsoneedtofoundnewm
3、arketingideaandobtainnewpracticetechnicalability.ThisarticletrytoanalyzesthestrategicresponseHangZhouAlephanClothingCo_,Ltdshouldtakeinthefiercemarketcompetitionthroughprobingthelatestprogressofthemarketingtheoryandpractice,Thearticleanalyzesthecompetitiveenvironmentoftheco
4、mpanywithPESTmodel,andidentifiesthefactorsaffectingtheenterprise,includingthepoliticalfactors,theeconomicfactors,thesocio-culturalfactorsandthetechnologicalfactors.WiththefiveforcesmodelofcompetitionthatadjustedaccordingtotherealityofAlephandevelopedbyMichaelPorter,thisarti
5、clealsoanalyzestheexternalenvironmentsoftheenterprise，thecompetitiverivalsandthecompetitiontrendssystematicallyandobjectively.Onthebasicoftheanalysisoftheenterprise'sstructure,humanresource,productsmarketingstatus,finance,enterpriseresearchanddevelopmentandtheSWOTanalysisto
6、thestrength,weakness,opportunityandthreatsoftheenterprise.Fromtheaboveanalyses^thepaperdesignthebrandmarketingstrategiesforHangZhouAlephanClothingCo一，Ltd.Atthe6thpartofthepaper，thearticlefirstanalyzesthemarket^thenexpatiateHangZhouAlephanClothingCo_’Ltd’smarketingprogramspl
7、anningfromfourpartswhichincludedesigningproductsstrategies、designingpricestrategiesandprogramsselectingandmanagingmatketingchannels、designingpromotion-mixstrategies.The7thpartofthepaperexplainedtheassurancemeasureofAlephan'smarketingstrategies,Inordertoguaranteethatthebrand
8、marketingstrategiesofthecompanyisrealizedeffectively.Keywords：MarketingMarketsegme
