泉州中小型鞋类产业营销策略分析.doc

摘要本文通过泉州各类中小型鞋类的营销策略的发展现状和SWOT分析，以市场营销4P理论作为理论依据，针对泉州中小型鞋类产业发现状，发现其中产品定位的多样性不足、渠道销售形式的单调、促销手段不够与时俱进，市场细分标准的不明确性等问题，并根据相关问题，提出相应的优化建议如：优化产品定位设计出适应中小型产业鞋业的发展、增加渠道销售形式、促销产品的活动多样性、加强国内外普通鞋类品牌推广与建设。关键词：泉州中小型鞋类产业；SWOT分析；4P营销策略AbstractInthispaper,throughthedevelopmentstatusandSWOTanalysisofvarioussmallandmedium-sizedfootwearmarketingstrategiesinQuanzhou,takingthe4Ptheoryofmarketingasthetheoreticalbasis,aimingatthediscoveryofthesmallandmedium-sizedfootwearindustryinQuanzhou,itisfoundthatthediversityofproductpositioningisinsufficientandthechannelsalesformThemonotonous,promotionalmethodsarenotenoughtokeeppacewiththetimes,theuncertaintyofmarketsegmentationstandards,etc.,andaccordingtorelatedissues,putforwardcorrespondingoptimizationsuggestionssuchas:optimizeproductpositioninganddesigntoadapttothedevelopmentofsmallandmedium-sizedindustrialfootwearindustry,increasechannelsSalesforms,activitydiversityofpromotionalproducts,andstrengtheningthepromotionandconstructionofdomesticandforeigncommonfootwearbrands.Keywords:Quanzhousmallandmedium-sizedfootwearindustry;SWOTanalysis;4Pmarketingstrategy目录TOC\o"1-3"\h\uHYPERLINK\l_Toc131581.引言PAGEREF_Toc13158１HYPERLINK\l_Toc117291.1研究背景及研究意义PAGEREF_Toc11729１HYPERLINK\l_Toc143541.1.1研究背景PAGEREF_Toc14354１HYPERLINK\l_Toc115111.1.2研究意义PAGEREF_Toc11511１HYPERLINK\l_Toc211801.2国内外研究现状PAGEREF_Toc21180２HYPERLINK\l_Toc219521.2.1国外相关研究现状PAGEREF_Toc21952２HYPERLINK\l_Toc109251.2.2国内相关研究现状PAGEREF_Toc10925２HYPERLINK\l_Toc84871.3研究评述PAGEREF_Toc8487３HYPERLINK\l_Toc287722.泉州中小型鞋类产业现状与SWOT分析PAGEREF_Toc28772３HYPERLINK\l_Toc295352.1泉州中小型鞋类产业现状PAGEREF_Toc29535３HYPERLINK\l_Toc159482.2泉州中小型鞋类产业的SWOT分析PAGEREF_To