瓦楞紙展示架是POP(Point of purchase)展示架的一種,又稱為瓦楞紙板POP,是紙包裝產(chǎn)品向廣告媒體轉型的一種新的應用和嘗試.主要運用場合是超市、賣場,主要用途用于產(chǎn)品促銷,刺激引導消費和活躍賣場氣氛.近十幾年中,由于國內外對環(huán)保的重視,紙展示架行業(yè)發(fā)展十分迅速,中國紙展示架出口量逐年增加.然而,近幾年由于全球經(jīng)濟復蘇緩慢以及國內原材料價格上升和勞動力成本不斷上漲,X公司出口量出現(xiàn)少許下滑.在這種復雜多變的市場營銷環(huán)境中,X公司需要及時調整營銷策略,進而提升出口銷量。本論文以X公司為研究對象,X公司是以瓦楞紙POP展示架產(chǎn)品為主要產(chǎn)品出口的中小型企業(yè),本文首先對STP理論和4Ps營銷組合理論進行了介紹,然后通過近幾年的銷售數(shù)據(jù)分析以及通過對所有部門的田野調查,找到X公司目前營銷方面存在的產(chǎn)品、價格、促銷和渠道方面的問題,接著結合STP理論和4Ps營銷組合理論對X公司目前所面臨的營銷問題進行梳理和分析,最后給出具體的建議,比如差異化報價,增加線上銷售和社媒銷售等。本論文研究的開展既有助于提升X公司的市場競爭力,為X公司發(fā)展提供理論的依據(jù),也可為同行業(yè)公司提供一些有益的借鑒

【文章頁數(shù)】：97 頁

【文章目錄】：
摘要
ABSTRACT
LIST OF ABBREVIATIONS
Charter 1 Introduction
    1.1 The Background,Purpose and Significance of The Study
        1.1.1 The Background of The Research
        1.1.2 The Purpose of The Research
        1.1.3 The Significance of The Research
    1.2 The Content and Framework of Research
        1.2.1 The Content of The Research
        1.2.2 The Framework of The Research
    1.3 The Research Methodology
        1.3.1 Literature Research Method
        1.3.2 Case Study Method
        1.3.3 Semi-Structured Interview
Charter 2 Literature Review
    2.1 Marketing Theory and Application
        2.1.1 STP Theory
        2.1.2 4Ps Marketing Mix Theory
        2.1.3 The Applicability of4Ps Mix Theory
    2.2 Overview of Relevant Literature
        2.2.1 Research on International Marketing Strategy
        2.2.2 Research on Corrugated POP Display Industry
    2.3 Summary
Charter 3 Case Description
    3.1 Introduction to X Company
        3.1.1 Profile of X Company
        3.1.2 Organizational Structure of X Company
    3.2 Introduction to The Overseas Market Environment of X Company
        3.2.1 Prospect of Corrugated POP Display
        3.2.2 Status of X Company's Overseas Market
    3.3 Problems Identified
        3.3.1 X Company Overseas Marketing Data Collection
        3.3.2 X Company Overseas Marketing Existing Problems
Charter 4 Case analysis
    4.1 STP Theory Analysis in Overseas Market
        4.1.1 Market Segmentation
        4.1.2 Market Selection
        4.1.3 Market Positioning
    4.2 Analysis of4Ps Marketing Mix Strategy in Overseas Market
        4.2.1 Analysis on Product Strategy
        4.2.2 Analysis on Price Strategy
        4.2.3 Analysis on Promotion Strategy
        4.2.4 Analysis on Channel Strategy
Charter 5 Suggestions
    5.1 Product Strategy
        5.1.1 Product and Service Strategy
        5.1.2 Product and Brand Strategy
        5.1.3 Product Quality and Innovation Strategy
    5.2 Pricing Strategy
        5.2.1 Quote Differentiation Strategy
        5.2.2 Comprehensive Quotation Strategy
        5.2.3 Quotation Cycle Optimization Strategy
    5.3 Promotion Strategy
        5.3.1 Key Account Management Strategy
        5.3.2 Sales Team Stabilization Strategy
        5.3.3 Fund Optimization Strategy
    5.4 Channel Strategy
        5.4.1 Continue to Consolidate Traditional Channel Strategy
        5.4.2 Develop E-commerce Platform Strategy
        5.4.3 Develop Social Media Strategy
Charter 6 Conclusion
    6.1 Research Summary
    6.2 Research limitations
REFERENCES
ACKNOWLEDGEMENTS
APPENDIX Interview plan



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