首页 > 资料专栏 > 论文 > 营销论文 > 市场管理论文 > MBA毕业论文_爱丽丝眼镜有限公司中东市场营销策略研究DOC

MBA毕业论文_爱丽丝眼镜有限公司中东市场营销策略研究DOC

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从上个世纪八十年代到现在,全球的企业营销管理的发展从原始的电话、邮件营销 变成了互联网社会化营销。随着全球人民生活水平提高,在眼镜产业中对产品的需求日 益多样化和个性化。市场竞争日益激烈的背景下,如何挖掘市场新的卖点以及借助互联 网进行社会化营销成了公司目前研究的重点。由于针对中东市场,随同属穆斯林国家但 是不同的国家所在的政治、经济、科技水平以及人文社会等宏观环境各不相同,对于中 东市场的营销策略的制定也需“因地制宜”。 本文通过对公司在中东的眼镜市场的发展现状进行分析,归纳出营销活动中存在的 问题,以及分析了问题的原因。对于中东市场的宏观环境、微观环境进行了分析,明确 了自身在中东市场的竞争地位,并充分利用 SWOT 方法考虑自身所面临的优势、劣势、 机会和威胁,并提出营销策略所应该达到的具体的营销目标。然后通过 STP 分析,归 纳出本研究的营销定位,即低价格、高质量的服务的产品供应。并结合定位在客户为中 心的产品策略、渠道策略、技术策略和服务营销策略上提出了具体的营销措施,为保证 营销措施的顺利实施提出了具有较强针对性的保障措施。 本文从公司眼镜产品的视角出发,就其在中东眼镜市场营销的各个环节实施过程中 遇到的问题进行探讨、研究,以期找到更适合目前及未来眼镜在中东市场的营销组合策 略。 关键词,中东市场;互联网营销;ODM;营销策略II Abstract From the 1980s to the present, the development of global corporate marketing management has changed from the original telephone and email marketing to the Internet social marketing. As the living standards of the people around the world increase, the demand for optical is increasingly diversified and personalized. In the context of increasingly fierce market competition, how to tap new market selling points and social marketing through the Internet has become the focus of the company's current research. As for the Middle East market, the political, economic, technological level and human society are different in the same way as Muslim countries, but different countries have different macroeconomic environments. The development of marketing strategies for the Middle East market also needs to be tailored to local conditions. This paper analyzes the development status of the company's glasses market in the Middle East, summarizes the problems in marketing activities, and analyzes the causes of the problems. It analyzes the macro environment and micro environment of the Middle East market, clarifies its competitive position in the Middle East market, and fully utilizes the SWOT method to consider its advantages, disadvantages, opportunities and threats, and proposes the specific marketing strategy. Marketing goals. Then through STP analysis, the marketing positioning of this research is summarized, that is, the supply of products with low price and high quality service. Combined with the customer-centered product strategy, channel strategy, technical strategy and service marketing strategy, the paper puts forward specific marketing measures to ensure the smooth implementation of marketing measures. From the perspective of the company's optical products, this paper discusses and studies the problems encountered in the implementation of various aspects of the Middle East glasses marketing, in order to find a marketing mix strategy that is more suitable for the current and future glasses in the Middle East market. Key words: Middle East Market; Internet Marketing;ODM; Marketing StrategyIII 目 录 摘要.....................................................................................................................................I Abstract................................................................................................................................. II 第一章 绪论..........................................................................................................................1 1.1 研究的背景与意义......................................................................................................1 1.1.1 研究背景 ..............................................................................................................1 1.1.2 研究意义 ..............................................................................................................3 1.2 理论基础与文献综述..................................................................................................3 1.2.1 理论基础 ..............................................................................................................3 1.2.2 文献综述 ..............................................................................................................7 1.3 研究内容与研究方法................................................................................................10 1.3.1 研究内容 ............................................................................................................10 1.3.2 研究方法 ............................................................................................................12 第二章 公司概况及营销战略现状.....................................................................................13 2.1 公司背景...................................................................................................................13 2.1.1 公司概况 ............................................................................................................13 2.1.2 公司经营现状 ....................................................................................................13 2.1.3 公司进入中东市场的模式 .................................................................................14 2.2 营销战略现状 ...........................................................................................................16 2.2.1 产品市场细分 ....................................................................................................17 2.2.2 产品的目标市场.................................................................................................20 2.2.3 产品的市场定位.................................................................................................21 2.3 营销策略现状 ...........................................................................................................22 2.3.1 产品....................................................................................................................23 2.3.2 价格....................................................................................................................26 2.3.3 渠道....................................................................................................................28 2.3.4 促销....................................................................................................................29 第三章 公司中东市场的环境分析.....................................................................................30 3.1 中东市场宏观环境分析............................................................................................30 3.1.1 政治环境分析 ....................................................................................................30IV 3.1.2 经济环境分析 ....................................................................................................31 3.1.3 社会文化环境分析.............................................................................................33 3.1.4 科技环境分析 ....................................................................................................34 3.2 行业态势与竞争对手分析........................................................................................35 3.2.1 行业态势 ............................................................................................................35 3.2.2 竞争对手分析 ....................................................................................................37 3.3 眼镜行业中东市场分析............................................................................................38 3.3.1 中东消费市场特点分析 .....................................................................................38 3.3.2 中东消费者特点分析.........................................................................................38 3.3.3 中东经销商特点分析.........................................................................................39 3.3.4 产品需求分析 ....................................................................................................40 3.4 内部环境分析 ...........................................................................................................42 3.4.1 资源条件 ............................................................................................................42 3.4.2 企业能力 ............................................................................................................43 3.5 SWOT 分析................................................................................................................43 3.5.1 劣势分析 ............................................................................................................44 3.5.2 优势分析 ............................................................................................................45 3.5.3 威胁分析 ............................................................................................................46 3.5.4 机会分析 ............................................................................................................46 3.6 本章小结...................................................................................................................48 第四章 公司出口中东营销存在问题及原因......................................................................49 4.1 营销战略问题及原因................................................................................................49 4.1.1 目标市场过于狭窄.............................................................................................49 4.1.2 市场定位单一 ....................................................................................................50 4.2 营销策略问题及原因................................................................................................50 4.2.1 公司产品线不全.................................................................................................50 4.2.2 成本上升,价格上涨.........................................................................................52 4.2.3 营销渠道太依赖当地经销商 .............................................................................52 4.2.4 基本没有促销优惠政策 .....................................................................................53 4.3 本章小结...................................................................................................................53V 第五章 出口中东市场的营销策略改进与优化建议..........................................................55 5.1 营销战略建议 ...........................................................................................................55 5.1.1 扩大目标市场 ....................................................................................................55 5.1.2 调整市场定位 ....................................................................................................57 5.2 营销策略优化建议....................................................................................................58 5.2.1 丰富公司产品线.................................................................................................58 5.2.2 下调产品价格 ....................................................................................................59 5.2.3 渠道多样化的选择.............................................................................................60 5.2.4 促销策略优化 ....................................................................................................61 结 论...................................................................................................................................63