厦门哈尼贝儿童用品有限公司网络营销策略研究.doc

毕业论文厦门哈尼贝儿童用品有限公司网络营销策略研究学生姓名: 陈衍文学号: 112094232 系部: 经济与管理系专业: 市场营销指导教师: 贾奋明( 高级顾问) 徐巧玲( 讲师) 二O一五年六月诚信声明本人郑重声明:所呈交的学位论文,是本人在导师的指导下, 独立进行研究工作所取得的成果。在完成论文时所利用的一切资料均已在参考文献中列出。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名: 日期: 年月日厦门哈尼贝儿童用品有限公司网络营销策略研究摘要:现今婴幼儿产品市场竞争越来越激烈,消费者对婴幼儿需求日趋多元化发展,产品生命周期不断缩短,新的竞争对手纷纷出现,让婴幼儿市场的竞争加剧,对中小型婴幼儿企业具有极大的冲击力度,对企业的发展极为不利。使用文献查阅和结合网络营销的相关理论,提出以产品,价格,渠道和促销等营销策略,使厦门哈尼贝儿童用品有限公司及时掌握市场需求,在激烈的市场环境中生存和发展。通过对厦门哈尼贝儿童用品有限公司的网络营销策略的分析与研究,深入、具体的对网络营销进行了阐述,并对其不足之处提出改善建议及措施,以期对厦门哈尼贝儿童用品有限公司网络营销工作方面的改进和完善有一定参考价值。关键字:网络营销,营销策略,促销,价格,渠道 The Research on work Marketing Strategy of Xiamen Hanibei Children Supplies Co, Ltd. Abstracts : petition within the infant industry is ing more and more fierce because of the diverse demand for infant produces from consumers, shortening product life cycle and the emerge of petitors. petition poses threats to small and medium sized enterprises and has a great impact on them. Marketing strategies including product strategy, price strategy, channel strategy and promotion strategy are proposed through literary research work marketing theory study in order that Xiamen Hanibei Children Supplies Co, Ltd. can master the market needs in time and therefore survive and develop in the petitive market. Present marketing strategy of Xiamen Hanibei Children Supplies Co, Ltd. is explained and the flaws of the present strategy are exploited. Based on the analysis, the improvement measures are proposed and hopefully they are helpful for pany to work marketing. Key words : Network marketing , Marketing strategy , Sales promotion , Price , Channel I 目录 1前言...................................................................................................................................... 1 研究思路.......................................................................................................................... 1 研究意义.......................................................................................................................... 1 框架结构...