Palani公司经过十余年的快速发展,其销售总量和行业影响力都达到了一定的水平。但
是随着消费行为快速变化以及新的营销方式和理论不断涌现,都使公司面临着发展的瓶
颈以及自我更新的需求。颠覆固有的思维方式,在面对新环境时不断创新思维,调整战
略已经成为公司进一步发展的必由之路。
本论文先介绍了一些相关理论,比如4P、4C、4R,为整篇文章提供理论基础;接着
介绍了整个雨伞行业和Palani公司的情况;其中,市场定位是根据消费者特征进行市
场细分,然后根据市场细分来确定目标市场,最后再进行市场定位。还有介绍了巴西

Palani公司营销现状的分析,包括营销渠道,产品结构,品牌推广,客户关系管理,分
析目前公司营销策略存在的问题。以及Palani公司如何对Recife市场完善营销策略以及
如何针对雨伞产品的实际状况,对症下药地制定产品营销策略选择方向以及如何在管理
上实施有效的营销策略目标。通过该研究诊断企业营销策略问题,帮助Palani公司运用
市场定位及其调整竞争日益激烈的巴西市场,获取利润最大化,取得核心竞争力。
关键词:雨伞产品;营销策略;4P理论

Abstract

With the rapid economic growth , an umbrella is a fast moving consumer goods industry

whose development is facing a rare market opportunities, rapidly accelerating pace of industry

consolidation,and also allows umbrella manufacturing enterprises are facing unprecedented

opportunities and challenges. Brazil Palani company after more than ten years of rapid

development,and its sales volume and influence in the industry have reached a certain level.

But with the rapid changes in consumer behavior and new marketing methods and theories are

emerging, both the development of the company is facing bottlenecks and the demand for

self-renewal . Subversion inherent way of thinking,a new environment in the face of

innovative thinking, adjust strategy has become the only way for the further development of

the company

This paper first describes some relevant theories,such as 4P,4C,4R,provide a

theoretical basis for the whole article ; then introduced the entire umbrella industry and Palani

company's situation ; where market position is based on the characteristics of the consumer

market segmentation, then based on market segmentation to identify target markets,and

finally market positioning . Also introduced the Brazilian Palani analysis of the status of

marketing,including marketing channels, product mix,branding,customer relationship

management, marketing strategy analysis of the current problems of the company . As well as

how to Recife Palani company marketing strategies and how to improve the marketing of

products for the umbrella actual situation , the right medicine to develop product marketing

strategies and how to choose a direction in the management of the implementation of effective

marketing strategy objectives. Through the study of corporate marketing strategy diagnose

problems and help Palani companies use market positioning and adjustment increasingly

competitive Brazilian market for profit maximization, to obtain core competitiveness.

Key words: umbrella product; marketing strategy; 4P theory