《对美特斯邦威市场营销策划》_美特斯邦威营销策划

《对美特斯邦威市场营销策划》由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“美特斯邦威营销策划”。

《网络营销与策划》课程考核论文

论文题目 《对美特斯邦威服装的营销市场调研》 学生姓名学号专业电子商务所在分校铜梁县工作站指导教师（签名）论文成绩

重庆广播电视大学

2013年5月23日

前言

美特斯邦威集团公司始建于1995年，主要生产销售休闲系列服饰。目前拥有美特斯邦威上海、温州、北京、杭州、中山、重庆、成都、广州、沈阳、西安、天津、济南等分公司，在全国设有专卖店1500多家。随着服装业的快速发展及中国加入WTO，进入服装行业的企业数量已达50000多家，服装品牌数量正呈现爆炸性的增长，国外二线品牌大规模进入中国，使得中国的服装品牌市场进入了一个竞争日趋激烈、国际化和多元化并存的新时期。国内企业和品牌面临着一个如何重新定位和资源整合的现实课题。世界名牌的发展经验警示我们，要和它们在自己家门口摆开擂台一比高低，走专业化道路，大力发展企业在本土中的竞争优势，打造中国服饰企业的民族品牌以抓住市场机会在行业中脱颖而出，是我们绝大多数服饰企业发展壮大的惟一选择。本方案旨在抓住消费者的消费心理，协助“美特斯邦威品牌”服装新产品建立品牌形象及提高知名度，并配合营销策略，使之取得优良的销售效果。

目 录

一、公司目标································································································ 3

二、市场营销战略 ···················································································· 31、企业的竞争环境 ························································································ 32、目标市场··································································································· 33、产品定位 ··································································································· 34、营销战略 ··································································································· 45、拟采取营销手段 ························································································· 4

三、网络营销策略 ·················································································· 51、网络营销在企业整合营销中的地位····························································· 52、网络营销具体手段 ····················································································· 5

四、计划实施 ···························································································· 5

五、评估调整···························································································· 5

六、结束语································································································· 6

一、公司目标

公司目标是抓住机遇，加快发展，实现“百亿企业，百年品牌”，创造时尚的生活体验，年轻活力的领导品牌、流行时尚的产品、大众化的价格。力争打造世界服装行业的知名品牌。