义乌袜业企业出口营销策略探讨[1].doc

义乌袜业企业出口营销策略探讨

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摘要

袜业作为浙江义乌市的支柱产业，近年来发展迅速，在义乌小商品出口中所占份额有相当的比例。且近年来，义乌袜业企业正逐渐走向成熟，创立了诸多有影响力的品牌。本文从义乌袜业企业出口现状出发，结合当代纺织品出口的国际局势,利用国际营销策略理论，和4PS营销组合理论对义乌不同发展层面的袜业企业分别做出了出口战略分析。其中，主要对袜子产品出口的目标市场选择，进入国际市场的战略，义乌袜业的品牌道路进行了详细地分析。针对如今存在的不足，提出具体的应对措施。

关键词：义乌袜业；国际营销；品牌营销；目标市场；产品策略

Abstract

AsthemainstayindustryinYiwu,thesockmanufacturingindustryhasbeendevelopingrapidlyrecentyears,andtheshareofsocksintheexportofYiwusmallcommodityisconsiderable.Inrecentyears,sockmanufacturingenterprisesinYiwubecomegraduallymaturedandmanywell-knownbrandshavebeencreated.ThisessaywillfirstexplorefromthecurrentsituationoftheexportofsocksmadeinYiwu,andthenwillapplyinternationalmarketingstrategytheoryand4PsmixmarketingtheorytoanalyzetheappropriateexportstrategythatadapttodifferentsockmanufacturingenterprisesofYiwuindifferentstatus.Theessaywillmainlyfocusontheanalysisofthechoiceoftargetmarketforsockmanufacturingenterprises,thestrategytoentertheinternationalmarketandtheapproachesofbrandbuildinginYiwusockmanufacturingindustry.Accordingtotheweaknessanddifficultiesexistingintheindustry,theessaywillalsoraiseawealthofmeasurestoeffectivelysolvethem.

Keywords：YiwuSocksIndustry；InternationalMarketing；BrandMarteting；TargetMarket；productplan

目录

第一章导论---------------------------------------------------------------1
1．1问题提出-------------------------------------------------------------1
1．1．1本文研讨背景--------------------------------------------------1
1．1．2研讨意义------------------------------------------------------2
1．2国内外研讨现状-------------------------------------------------------2
1．3研讨思路及写作框架---------------------------------------------------3
1．3．1对象思路------------------------------------------------------3
1．3．2内容框架------------------------------------------------------4
第二章4PS营销组合理论及国际营销概念--------------------------------------6
2．14PS营销组合理论概念--------------------------------------------------6
2．24PS营销组合理论要素分析----------------------------------------------6
2．3国际营销相关