摘要
I
HQ 公司纱线产品市场营销策略优化研究
摘要
纺织是我国国民经济发展的支柱产业，同时也是经济发展好
坏的晴雨表，有著名的“女士裙子”经济研究，也反映出经济好
坏决定着服装原料采购总量的增减。同时，毛纺织加工行业作为
我国纺织工业的重要组成部分，是以羊毛、羊绒、动物纤维及新
型化学纤维为原料进行纺、织、生产的活动，对毛纺织品进行漂
白、染色、印花等工序的染整精加工。毛纺织加工行业主要包括 4
个子行业，即毛条加工、毛纺织、毛染整精加工和毛针织品及编
织品制造。毛纺织加工行业的产品主要作为下游纺织服装行业的
原材料，制成各种毛衣、面料、西服、休闲服、防寒服、童装、
内衣等成品。上游毛纺织决定着下游毛织成品的成本和成品的风
格，而下游的纺织服装行业的发展决定着毛纺织加工行业的产品
开发方向、需求规模和价格提升空间。摘要
II
随着我国经济的稳步增长和人工成本的提高，一些产品的市
场逐渐被拥有人口红利的印度、越南、缅甸、老挝等国家占据

我国的毛纺工厂如何在当前竞争格局中保持自身的竞争优势，并
扩大产品和品牌知名度，是所面临的严峻问题。中国毛纺织加工
企业结合自身定位，通过产品升级、产业升级、差异化营销等市
场营销策略优化等方案，增强企业核心竞争力。HQ 公司是一家专
业生产毛纺纱线的企业，本文将从市场营销理论出发，以 HQ 公司
纱线产品为研究对象，运用所学习的经典管理理论、专业知识、
行业经验，对 HQ 公司纱线产品目前市场营销的现状做详细分析，
并对竞争对手作对比研究，找出现行营销策略的不足之处。对 HQ
公司产品客户群（经销商和品牌客户）进行实地问卷调研，获取
他们对于 HQ 公司纱线产品市场的需求预期，通过客户对产品的四
种需求进行详细的分析，即产品需求、价格需求、促销需求和服
务需求。通过对竞争对手分析和针对调研获取的客户数据信息进
行分析，并根据 HQ 公司纱线产品目前营销现状，本文针对 HQ 公
司纱线产品市场营销提出优化方案。主要通过市场定位、产品组摘要
III
合策略、产品价格策略、渠道扩张与管理策略、促销策略、服务
营销策略六个方面进行优化改进，期望 HQ 公司纱线产品在市场竞
争中占据优势

关键词 毛纺纱线、经销商、品牌客户、营销策略Abstract
IV
RESEARCH ON THE YARN MARKETING STRATEGY OF
HQ COMPANY
Abstract
Textile is the pillar industry of national economy development in our country, which is
also a barometer of economic development. And there is a famous economic research about
woman skirt, that reflects the economic quality which could be decide the increase or
decrease of the total clothing raw materials procurement. At the same time, the wool textile
processing industry as an important part of our country&39;s textile industry, it is consisted of
the wool, cashmere, animal fiber and new chemical fiber as raw material for spinning,
weaving, production activities, and in the process of wool textile bleaching, dyeing and
printing etc. Wool textile processing industry mainly includes four subsystems, which called
wool textile, wool dyeing and processing, wool knitwear and weaving products
manufacturing. Wool textile processing industry products are mainly as the downstream
textile and apparel industry of raw materials, which are made into all kinds of sweaters,
fabrics, suits, casual wear, clothes, children&39;s wear, underwear and other products. Upstream
woolen determines the cost and style of downstream products, and the development of
downstream of the textile and clothing industry decides the product development direction of
wool textile processing industry, demand scale and price promotion space.
With the increasing economy and labor costs, the market of some products areAbstract
V
gradually has been occupied by India, Vietnam, Myanmar, Laos and other countries with a
large population. Our country’s wool spinning factory faces the serious problem that is how
to keep its competitive advantage in the current competitive landscape, and expand the
product and brand awareness. Wool textile processing enterprises in China combined with its
positioning to enhance enterprise core competitive ability through product upgrading,
industrial upgrading, differential marketing and other marketing strategy optimization
scheme. HQ is an enterprise that is specialized in the production of wool yarn. This article
will focus on studying HQ yarn products marketing at present by using the classical
management theory of learning, professional knowledge, industry experience, and carry on a
detailed analysis of the current situation of the competitors and find out the deficiency of
current marketing strategy. And doing investigation on the spot by a questionnaire that is
targeted to HQ products customers (distributors and brand), to learn their market
expectations. Through four kinds of demands among customers, that is price demand,
promotion needs and service requirements to give a detailed analysis. Through the
competitor analysis and the research for customer data information and HQ yarn products of
the present status of the marketing, this article is aiming to put forward marketing
optimization scheme of HQ yarn products. It is mainly through optimization in the aspects of
market positioning, product portfolio strategy, product pricing strategy, channel expansion
and management strategy, promotion strategy, service marketing strategy, to expect HQ yarn
products hold advantage in the market competition.Abstract
VI
KEY WORDS: woolen yarn, distributor, brand customer, marketing strategy目录
- VII -
目录
摘要......... I
第二章 理论综述..........11
2.1 市场营销策略概述........11
2.2 市场营销理论.....12
2.2.1 STP 目标战略分析 .12
2.2.2 SWOT 理论..13
2.2.3 4P、4V 营销理论 ...14
2.3 客户关系营销.....16
2.3.1 关系营销理论的发展 .........16
2.3.2 关系营销特征.........17
2.4 服务营销理论....18
2.4.1 服务营销理论的产生发展..18
2.4.2 服务营销特征.........19
2.4.3 服务营销要素.........20
2.5 本章小结20
第三章 公司纱线产品市场营销现状与问题分析 .......21
3.1 纱线产品市场概况........21
3.1.1 全球毛纺织行业发展概况.22
3.1.2 中国毛纺织行业发展概况.24
3.2 行业竞争对手分析..
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