义乌袜业企业出口营销策略探讨..docVIP

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，义乌袜业企业正逐步走向成熟，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，以及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。针对现在存在的不足，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 As the mainstay industry in Yiwu, the sock manufacturing industry has been developing rapidly recent years, and the share of socks in the export of Yiwu small commodity is considerable. In recent years, sock manufacturing enterprises in Yiwu become gradually matured and many well-known brands have been created. This essay will first explore from the current situation of the export of socks made in Yiwu, and then will apply international marketing strategy theory and 4Ps mix marketing theory to analyze the appropriate export strategy that adapt to different sock manufacturing enterprises of Yiwu in different status. The essay will mainly focus on the analysis of the choice of target market for sock manufacturing enterprises, the strategy to enter the international market and the approaches of brand building in Yiwu sock manufacturing industry. According to the weakness and difficulties existing in the industry, the essay will also raise a wealth of measures to effectively solve them. Key words：Yiwu Socks Industry；International Marketing；Brand Marteting；Target Market；product plan 目 录 第一章 导论---------------------------------------------------------------1 1．1 问题提出-------------------------------------------------------------1 1．1．1 本文研究背景--------------------------------------------------1 1．1．2 研究意义------------------------------------------------------2 1．2 国内外研究现状-------------------------------------------------------2 1．3 研究思路及写作框架---------------------------------------------------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--------------