Z戶外用品公司促銷策略研究

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摘 要
近幾年來，隨著人們生活水平的提高和對精神文化生活的追求，戶外運動逐漸表現(xiàn)出它獨特的市場前景和巨大的經(jīng)濟價值，戶外用品行業(yè)作為一個新興行業(yè)也迅速發(fā)展起來。與此同時，戶外用品行業(yè)的市場競爭也愈演愈烈，從而導致市場營銷被各個戶外用品公司所重視，成為各戶外用品公司爭奪市場占有率的重要的手段，而促銷作為市場營銷的關(guān)鍵組成部分，有其不可取代的地位。Z戶外用品公司是國內(nèi)一家較為知名的戶外用品公司，本論文將通過對這家戶外用品公司進行促銷策略的研究，有效完善促銷策略設(shè)計，以期達到擴大市場占有率，增強企業(yè)競爭能力的預期效果。
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，包括一些營銷理論、促銷的概念、促銷的方式、整合營銷傳播的定義以及整合營銷傳播和傳統(tǒng)營銷的區(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、國內(nèi)外戶外用品行業(yè)概況、公司產(chǎn)品簡介以及公司目前促銷工作和存在的問題；第四部分為該戶外用品公司促銷的完善設(shè)計，包括設(shè)計的目標、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)形象的強化以及顧客關(guān)系的管理；最后一部分為結(jié)束語。
關(guān)鍵字：戶外用品公司，促銷策略，整合營銷傳播，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研究內(nèi)容 2
1.3研究方法 2
1.4國內(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營銷理論 6
2.2.14P營銷理論 6
2.2.24C營銷理論 6
2.2.34R營銷理論 7
2.3整合營銷傳播 8
2.3.1整合營銷傳播的定義 8
2.3.2整合傳播營銷與傳統(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)營概況 10
3.1.3公司產(chǎn)品簡介 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題 14
第四章 Z戶外用品公司促銷方案的完善設(shè)計 17
4.1設(shè)計目標及原則 17
4.1.1設(shè)計目標 17
4.1.2設(shè)計原則 17
4.2針對消費者的促銷方案完善設(shè)計 18
4.2.1拉動市場 18
4.2.2推動市場 20
4.2.3樹立企業(yè)形象 21
4.3針對中間商的促銷方案完善設(shè)計 21
4.3.1通過促銷激勵中間商增加進貨量 22
4.3.2促進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)形象的強化 24
5.4顧客關(guān)系的管理 24
第六章 結(jié)束語 25
參考文獻 26
致謝 27