Z戶外用品公司促銷策略研究

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摘 要
近幾年來(lái)，隨著人們生活水平的提高和對(duì)精神文化生活的追求，戶外運(yùn)動(dòng)逐漸表現(xiàn)出它獨(dú)特的市場(chǎng)前景和巨大的經(jīng)濟(jì)價(jià)值，戶外用品行業(yè)作為一個(gè)新興行業(yè)也迅速發(fā)展起來(lái)。與此同時(shí)，戶外用品行業(yè)的市場(chǎng)競(jìng)爭(zhēng)也愈演愈烈，從而導(dǎo)致市場(chǎng)營(yíng)銷被各個(gè)戶外用品公司所重視，成為各戶外用品公司爭(zhēng)奪市場(chǎng)占有率的重要的手段，而促銷作為市場(chǎng)營(yíng)銷的關(guān)鍵組成部分，有其不可取代的地位。Z戶外用品公司是國(guó)內(nèi)一家較為知名的戶外用品公司，本論文將通過(guò)對(duì)這家戶外用品公司進(jìn)行促銷策略的研究，有效完善促銷策略設(shè)計(jì)，以期達(dá)到擴(kuò)大市場(chǎng)占有率，增強(qiáng)企業(yè)競(jìng)爭(zhēng)能力的預(yù)期效果。
本論文共分為六大部分。第一部分為緒論，包括研究背景、意義、內(nèi)容及研究方法；第二部分為相關(guān)理論綜述，包括一些營(yíng)銷理論、促銷的概念、促銷的方式、整合營(yíng)銷傳播的定義以及整合營(yíng)銷傳播和傳統(tǒng)營(yíng)銷的區(qū)別；第三部分為該戶外用品公司的促銷現(xiàn)狀分析，具體包括公司的概況、國(guó)內(nèi)外戶外用品行業(yè)概況、公司產(chǎn)品簡(jiǎn)介以及公司目前促銷工作和存在的問(wèn)題；第四部分為該戶外用品公司促銷的完善設(shè)計(jì)，包括設(shè)計(jì)的目標(biāo)、原則、思路及促銷方案的具體框架；第五部分為該戶外用品公司促銷方案實(shí)施的保障措施，包括相關(guān)部門的配合、促銷人才的培養(yǎng)、企業(yè)形象的強(qiáng)化以及顧客關(guān)系的管理；最后一部分為結(jié)束語(yǔ)。
關(guān)鍵字：戶外用品公司，促銷策略，整合營(yíng)銷傳播，研究


Abstract
In recent years, as people living standard enhancement and the pursuit of spiritual and cultural life, outdoor sports is gradually showing its unique market prospect and huge economic value, then outdoor products industry as a new industry has developed rapidly. Outdoor products industry, meanwhile, the market competition has intensified, leading to the marketing attention by various outdoor products company, become the outdoor supplies company important means to fight for market share, as a key component of the marketing and promotion, has its irreplaceable position. The outdoor products company is a domestic famous outdoor supplies company, this paper will through the research of the outdoor products company for promotional strategy, effectively improve the promotion strategy design, in the hope to expand market share, strengthen enterprise competition ability of the desired effect.
This thesis is divided into six parts. The first part is introduction, including research background, significance, content and methods; The second part is the theoretical review, including the concept of marketing theory, sales promotion, promotion methods, the definition of integrated marketing communications as well as integrated marketing communications and the difference between the traditional marketing; The third part is the outdoor products company sales promotion present situation analysis, including general situation of the situation, domestic and foreign outdoor products industry company, a product profile of the company and the company promotion work and problems; The fourth part is the perfect design of outdoor products company sales, including design goal, principles, ideas and promotion plan of the specific framework. The fifth part is the outdoor products company sales promotion plan implementation safeguard measures, including cooperation with relevant departments, promoting talent cultivation, the strengthening of the corporate image and customer relationship management; The last part is the conclusion and prospect.
Key words: outdoor supplies company ,sales Integrated marketing communication promotion strategy ,research

目錄
第一章 緒論 1
1.1研究背景及意義 1
1.1.1選題背景 1
1.1.2 研究意義 1
1.2研究?jī)?nèi)容 2
1.3研究方法 2
1.4國(guó)內(nèi)外相關(guān)研究 2
第二章 相關(guān)理論綜述 4
2.1促銷的概念及方式 4
2.1.1促銷的概念 4
2.1.2促銷的方式 4
2.2營(yíng)銷理論 6
2.2.14P營(yíng)銷理論 6
2.2.24C營(yíng)銷理論 6
2.2.34R營(yíng)銷理論 7
2.3整合營(yíng)銷傳播 8
2.3.1整合營(yíng)銷傳播的定義 8
2.3.2整合傳播營(yíng)銷與傳統(tǒng)促銷的區(qū)別 8
第三章 Z戶外用品公司促銷現(xiàn)狀及問(wèn)題分析 10
3.1公司概況 10
3.1.1公司基本概況 10
3.1.2公司經(jīng)營(yíng)概況 10
3.1.3公司產(chǎn)品簡(jiǎn)介 11
3.2戶外用品行業(yè)概況 11
3.3公司目前促銷工作及存在的問(wèn)題 13
3.3.1公司目前促銷工作 13
3.3.2促銷工作中存在的問(wèn)題 14
第四章 Z戶外用品公司促銷方案的完善設(shè)計(jì) 17
4.1設(shè)計(jì)目標(biāo)及原則 17
4.1.1設(shè)計(jì)目標(biāo) 17
4.1.2設(shè)計(jì)原則 17
4.2針對(duì)消費(fèi)者的促銷方案完善設(shè)計(jì) 18
4.2.1拉動(dòng)市場(chǎng) 18
4.2.2推動(dòng)市場(chǎng) 20
4.2.3樹(shù)立企業(yè)形象 21
4.3針對(duì)中間商的促銷方案完善設(shè)計(jì) 21
4.3.1通過(guò)促銷激勵(lì)中間商增加進(jìn)貨量 22
4.3.2促進(jìn)中間商的銷售和地方品牌宣傳 22
4.3.3與中間商建立友好關(guān)系 22
第五章 Z戶外用品公司促銷方案實(shí)施的保障 23
5.1相關(guān)部門的配合 23
5.2促銷人才的培養(yǎng) 23
5.3企業(yè)形象的強(qiáng)化 24
5.4顧客關(guān)系的管理 24
第六章 結(jié)束語(yǔ) 25
參考文獻(xiàn) 26
致謝 27