宁波维科家纺有限公司营销策略研究 毕业论文.doc

毕业设计（论文） 宁波维科家纺有限公司营销策略研究 The Marketing Strategy research Of Ningbo Veken Home Textiles 论文题目： 长 春 工 程 学 院 摘 要 曾经有人说家纺行业将是二十一世纪的朝阳行业。随着家纺行业由快速发展迈入品牌竞争时代，要在行业内建立稳固而领先的地位，维科家纺所面临的挑战并非仅仅来自竞争对手，还来自市场环境及消费者行为的改变。所以如何调整战略，选择一个最适合当下形式的策略，对维科家纺公司来讲是函待解决的问题之一。2008年以前，维科集团一直将眼光投向国外市场，其强大的生产基地、技术和产品得到了国际市场的青睐，但是在次贷危机之后，全球金融危机对维科家纺外销业绩的影响是巨大的。于是维科集团将目光重新投入国内市场。然而在上世纪90年代中期，中国国内家纺市场就因为特许加盟的出现而迅猛发展，富安娜、罗莱等品牌就在这个时期迅速占领国内市场。维科家纺错过了这次洗牌，要想重新在这个竞争中脱颖而出，就必须重新制定营销策略，不走寻常路。 本文基于营销组合策略等相关市场营销理论知识，分析了维科家纺的营销环境现状和现有的营销战略，然后结合未来家纺行业的发展趋势，提出了关于营销组合策略的改进想法，希望本文的这些观点能给维科家纺提供一些现实的参考价值。 关 键 词 维科家纺，营销策略，家纺行业 Abstract Once someone said home textile industry will be the 21st century sunrise industry. With the rapid development of home textile industry into brand competition era, in the industry to build a solid and leading position, the challenges facing the Veken home textile, not just from a rival is from market environment and consumer behavior change. So how to adjust strategy, choose a most suitable for the current form of home textile company strategy, it is Veken letter, one of the problems to be solved. In 2008, before Veken group has been sights foreign markets, its powerful production base and technology, products to get the favour of the domestic market, but in the Veken crisis in global financial crisis after the export performance of home textile influence Veken is huge. So Veken group will look afresh devotion domestic market. However, in the mid 1990s, China home textile market because the franchise appears and rapid development, rich Anna, Luo lai during this period the brand such as this rapidly occupation domestic market. Veken home textile missed the shuffle, want to emerge in the competition, it must be redone marketing strategy, dont walk unusual way. By studying theoretical research on marketing mix and strategy, the thesis has analyzed the status quo of VEKEN’s business environment, the future industry’s market trend, At last, the thesis has put forward some ide