中国作为制造业大国，A 企业只是中国户外用品制造行业内一个典型的代表。本
文研究的目的在于对 A 企业近年来利润增加缓慢的原因进行深度剖析，采用营销策
略的理论方法首先通过 PEST 工具分析导致利润滞涨的原因不仅有宏观环境的波动，
还有企业内部的业务流程、组织结构、营销管理等问题，因此通过 SWOT 分析影响
企业发展的重要的关键因素，并制定目标和相应优化方案的设计。根据制定的目标，
来优化实施帮助企业提升自身的营销管理能力、资源配置能力，从而提高竞争力来实
现利润达到较高涨幅和可持续稳定发展的目标
近年来，随着人工、劳动力等各项成本的增长，中国制造业的优势日趋下降。本
文的研究解决了对 A 企业在当今的经济环境背景下，如何谋求利润增长并实现可持
续发展的问题，对相关制造出口企业如何进行营销策略优化并提高利润增长及其转型
都有一定的参考和借鉴意义
关键词：户外用品；4P 理论；营销策略III
Abstract
In recent years, with the continuous improvement of people&39;s living standards, outdoor
sports which is characteristic of closing to nature, relaxing, seeking excitement has entered
the ascendant stage of development. Compared with the developed countries in Europe and
the United States, Chinese market is still far from mature. Outdoor products were originated
from outdoor sports, while promoting the development of outdoor sports. The emergence of
China&39;s outdoor manufacturing enterprises should be attributed to the thriving development
of the relevant industryin developed countries and the increment of demand for professional
products accordingly.
EnterpriseAis only a typical representative of companies in outdoor industry in China,
as a country filled with manufacturing power. The main purpose of this paper is to identify
the causes that impede profit increasing of enterprises in recent years, and adopt the theory
of strategic management to analyze the reason for profit staggering should not only be
attributed to the macro environment but also the internal business process itself, that is,
organizational structure, marketing management and other issues. Thus, through analysis of
SWOT, key factors affecting the development of enterprises can be concluded and
appropriate marketing strategy optimization portfolio can be developed. By taking the
relevant measures, the company’s marketing management capabilities can be enhanced and
resource allocation competitiveness can be improved to achieve higher growth and
sustainable development goals. However, with the increment of labor and other costs, the
advantage of China&39;s manufacturing industry is declining.
To firmA, the research of this paper is to solve the problem of how to seek profit growth
and realize sustainable development under the background of current economic environment,
and how to make marketing strategy optimization accordingly. It can be regarded as
references forthoserelatedmanufacturingexportenterprises whichareunder transformation.
Key words: Outdoor Products; 4P theory; Marketing Strategy目录
致谢.... I
摘要...II
Abstract........III
第 1 章 绪论1
1.1 论文研究背景..........1
1.2 论文国内外研究现状..........2
1.2.1 国外研究现状2
1.2.2 国内研究现状4
1.3 论文研究目的和意义..........5
1.4 论文研究内容..........6
1.5 论文研究方法..........7
1.6 论文创新点...7
第 2 章 相关理论综述........8
2.1 户外用品及户外用品市场相关研究..........8
2.1.1 户外用品的概念........8
2.1.2 户外用品市场的相关研究....8
2.2 营销策略的概念及相关研究..........9
2.2.1 营销策略的概念........9
2.2.2 营销策略的相关理论研究..10
2.34P 营销理论11
第 3 章 A 户外用品制造企业营销环境分析......13
3.1 宏观环境分析-基于 PEST 分析模型.......13
3.1.1 政治环境因素..........13
3.1.2 经济环境因素..........14
3.1.3 社会环境因素..........15
3.1.4 科技环境因素..........16
3.2 竞争环境分析-基于波特五力竞争模型...173.2.1 供应商讨价还价能力..........17
3.2.2 客户讨价还价的能力..........17
3.2.3 替代品的威胁..........18
3.2.4 潜在竞争对手..........19
3.2.5 现有企业的竞争
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