| 在古代市场经济前提下，公司必需非常看重市场营销治理。制订好公司的市场营销战略，对加速市场的开辟具有主要的实际意义。本论文重要研究的内容就是罗地亚高端产物面临中国仍处在中低真个目的市场的详细情形下，该若何找到市场的切入点，找到与产物抽象相符的细分市场并采用如何的营销战略来占据该目的细分市场。论文第三至五章引见了全部项目标市场营销步调，包含营销机遇剖析；营销情况剖析(微不雅、微观)；竞争情况剖析；市场细分与目的市场定位。经由过程具体剖析罗地亚锦纶工业丝所面对的营销情况，联合罗地亚企业的现实情形，找到罗地亚绳网公用锦纶丝产物精确的目的细分市场一深水网箱无结网衣和爬山绳市场。最初，重点在联合目的市场剖析成果和罗地亚的全球价值链的计谋角度，法语论文，为罗地亚提出锦纶公用丝的产物营销战略，增进全球绳网家当的家当结构公道调剂。在产物营销战略方面，重点评论辩论产物性命周期战略及品牌战略。针对分歧性命阶段制订详细的营销战略，为罗地亚企业找到懂得决抵触的营销战略。文章以自己理论为基本总结的一套营销任务办法论开头。愿望文中研究的营销战略与办法能对正在或行将从事相似市场营销任务的人员和同窗起到指点感化。 Abstract: Under the premise of the ancient market economy, enterprises must value marketing management. Making the marketing strategy of the enterprise is of great practical significance to accelerate the development of the market. The main research content is Rhodia high-end product facing China is still in the low really a target market, how to find the market entry point, find and abstract outcome consistent market segments and the how marketing strategy to occupy the market segments. The third to five chapter of the paper introduces the whole project marketing steps, including the analysis of marketing opportunities; marketing situation analysis (micro and micro); competition situation analysis; market segmentation and target market positioning. Via a specific process analysis of Rhodia nylon industrial yarn face marketing, combined with Rhodia company of the reality of the situation, find Rhodia rope net public nylon silk product accurate objective market segments a deepwater net cage netting vests and climbing rope Market. Initially, focus in the United goal market analysis results and Rhodia of global value chain strategy angle, Rhodia proposed public nylon silk product marketing strategy, promote global rope worldly possessions structure reasonable adjustment. In product marketing strategy, focus on the product life cycle strategy and brand strategy. Develop specific marketing strategies for different life stages, and find out the marketing strategy for Rhodia Inc. Based on his theory as the basic summary of a set of marketing tasks approach. The marketing strategy and method of the research of desire can have the function to the person who is or will be engaged in the similar marketing task and the classmate. 目录: 前言 6-7 一、概述 7-10 1．1 化纤产业发展进程 7-8 1．2 锦纶在化纤产业中的地位 8-9 1．3 下游产业用纺织品市场 9-10 二、营销问题提出及相关理论综述 10-17 2．1 罗地亚介绍 10-11 2．2 相关理论综述 11-17 三、市场营销机会略论 17-27 3．1 需求略论——绳网产品市场 17-19 3．2 营销环境略论 19-25 3．3 罗地亚营销机会评估 25-27 四、竞争环境略论 27-33 4．1 国内外锦纶行业近况 27-29 4．2 替代品竞争 29-30 4．3 竞争者分类 30-33 五、市场细分与目标市场选择 33-39 5．1 市场细分 33-36 5．2 目标市场覆盖策略 36-38 5．3 市场定位 38-39 六、产品策略 39-52 6．1 罗地亚全球策略 39-42 6．2 产品生命周期策略 42-47 6．3 品牌策略 47-50 6．4 服务策略 50-51 6．5 结论 51-52 七、外企营销措施论 52-57 7．1 调研前期准备 52-53 7．2 调研启动 53-54 7．3 营销策略选择 54-55 7．4 关系营销 55-57 参考目录 57-61 附录 61-63 后记和致谢 63-64 攻读学位期间发表的学术论文目录 64 |
