中國內衣市場分析及山東YS公司營銷戰(zhàn)略研究.pdf

1、天津大學碩士學位論文中國內衣市場分析及山東YS公司營銷戰(zhàn)略研究姓名：李連勇申請學位級別：碩士專業(yè)：工商管理指導教師：汪波20090501ABSTRACTThepaper’SresearchfieldismarketingstrategywhichbelongstotheenterprisefunctionstrategicsystemDuetotheshortageofmarketingstrategyandtheimpractical

2、ityofthetacticcombination，manyChinesecorporationscannotkeepconstantdevelopmentAndthescientificestablishmentandimplementationofeffectivemarketingstrategyisthekeymeanstoenablecorporatetoadapttothechangingenvironment，enhanc

3、eandmaintainthecompetitiveadvantageandallocateresourcesscientificallyAsChina’Smarketeconomyever—deepening，intensecompetitionandcomplexityofthesocialenvironmenthaveforcedeachenterprisetoemphasizethemarketingrole，andmorean

4、dmoreenterpriseswillgivemoreattentiontostrategicmarketingInthefaceoffiercecompetition，theunderweardomesticenterprises，inordertowinthecompetition，tomaintainandimprovetheirmarketshare，marketingstrategyformulationandimpleme

5、ntationbecomesparticularlyimportantShandongYSunderwearhasbeenanexportledgroupformanyyearsInthefaceoftheincreasinglyexpandedanddeepeneddomesticmarketofthecompanyandtheincreasinglyfiercemarketcompetitionYScompanyurgentlyne

6、edsalongtermdevelopmentofthesystemandscientificmarketingstrategyFirstthroughabriefintroductionofthemarket，thispaperexplainedthesignificanceofdesigningmarketingstrategy，businessstrategytheory——especiallythetheoryofmarketi

7、ngstrategy，marketsegmentationandpositioningtheoryandintroducedtheuseoftheaboveMarketingstrategydesignedtolinkthe‘‘BCGModel’’‘‘MichanelPorter’SCompetitionTheoryandtheFiveforceModel’’‘‘SWOT’and“4P’s“ByChina’Sunderwearindus

8、trymarketconditions，trendsanalysisandmarketinganalysisofthemacroeconomicenvironment；YShousemarketinganalysisoftheenvironment，includingorganizationalstructure，marketconditions，productmixandmarketingcapabilities，industryco

9、mpetitors，thepapersumsupthestrengthsandweaknesses，opportunitiesandchallengesofYScompanyFinally，withtheestablishmentofmarketsegmentation，targetmarketselection，marketposition，thePaperdevelopsadifferentiatedstrategy，marketc