摘要
伴随着我国经济的快速发展，人们对生活品质的要求也越来越高，当前大量的国外品牌服饰不断涌进中国,都想在日益繁荣并且竞争日趋激烈的中国市场占据一席之地,面对激烈的行业竞争中，做到站稳脚跟并保持一定的市场占有率是每个企业必争的战略目标。本文以Hotwind公司为例，分析企业自身存在的主要问题，凝聚企业自身优势，构建实施适合的营销策略，使企业日益激烈的竞争中持续发展。利用4R营销策略为企业建立特有的营销体系使企业迈向成功。
关键词：4R理论；Hotwind；营销策略
ABSTRACT
With the rapid development of China’s economy, people’s quality of life are increasingly high requirements, the current large number of foreign brand apparel continued influx of Chinese, we want to growing prosperity and increasingly competitive Chinese market to occupy a place, in the face of fierce competition in the industry, so that a firm foothold and maintain a certain market share of each firm compete for strategic objectives. In this paper, pure companies, for example, using a variety of scientific methods to analyze the main problems of their own existence, the combination of their own advantages, to build for the implementation of the marketing strategy, so that enterprises increasingly fierce competition in sustainable development. Use 4p marketing strategy to establish a unique marketing system for enterprises to enable business success.
Key words: 4R theory; Hotwind; marketing strategy
目录
1引言…………………………………………………….. 1
1.1研究背景……………………………………………. 1
1.2研究目的与意义………………………………………. 1
2理论基础…………………………………………………. 2
2.1 4P营销组合理论……………………………………… 2
2.2 4C营销组合理论……………………………………… 3
2.3 4R营销组合理论……………………………………… 4
2.4三种营销组合理论的比较分析……………………………. 4
3 Hotwind公司营销现状分析…………………………………… 5
3.1 Hotwind公司简介…………………………………….. 5
3.2 Hotwind公司的营销环境……………………………….. 5
3.3 Hotwind公司现行营销策略的存在问题…………………….. 7
4 Hotwind公司营销策略设计…………………………………… 7
4.1与消费者建立关联策略…………………………………. 7
4.2市场反应速度策略…………………………………….. 8
4.3关系营销策略………………………………………… 9
4.4双赢的市场回报策略…………………………………… 9
6营销策略的实施与保障……………………………………… 10
5.1实施步骤…………………………………………… 10
5.2保障措施…………………………………………… 12
6结论……………………………………………………. 13
参考文献…………………………………………………. 14
致谢…………………………………………………….. 15
