论国货营销的重要性＿大学学位论文.doc

国货营销的困境与出路 摘要 从20世纪90年代开始，世界知名企业凭借其强大的资金、技术、人才、品牌、管理优势，迅速占领中国市场。在外资企业的大举进攻下，许多民族企业高举“民族牌”大旗，号召振兴国货。本文将以民族企业的国货营销作为调研对象，通过文献研究和案例分析方法分析国货营销存在的困境，针对国货营销的困境寻求出路，来使民族企业能够在国货营销的过程中规避困境，激发消费者的国货意识，提高民族企业国货营销的水平。研究结果表明消费者的国货意识还停留在比较低的水平，部分消费者存在崇洋媚外的消费心理，其次消费者普遍对国货的质量存在怀疑，再次一些民族企业对自身的品牌建设不到位，使国货营销的收效甚微。针对国货营销出现的诸种困境，需要企业自身提高产品质量水平、加强消费者对于国货的整体信心，重视品牌建设，以个性化、清晰化的产品赢得消费者的喜爱，采用柔性的国货营销策略，切实的使消费者意识到购买国货对于民族企业的支持，同时借助新闻媒体和政府的力量，扩大民族企业国货营销的影响力。 关键词：国货；国货意识；国货营销；困境；出路 Problems and Solutions of Chinese goods marketing Abstract From the 1990s, world famous enterprises with strong capital, technology, talent, brand, management advantages, quickly occupied the Chinese market. In the foreign capital enterprise of foreign invasion, many national enterprises to hold high the ethnic card banner, called on the revitalization of Chinese products. This will be the national enterprises marketing as the research object, through the analysis of the methods of literature research and case analysis of Chinese goods marketing dilemma, to seek a way out for the Chinese goods marketing situation, to make national enterprises can avoid the dilemma in the process of Chinese goods marketing, stimulate consumer goods consciousness, improve the national enterprises marketing level. The results show that consumers consciousness also remain in a relatively low level, some consumers have modern consumer psychology, then consumers generally on the quality of Chinese products in doubt, again some national enterprises to own brand construction is not in place, the Chinese goods marketing of little effect. According to the plight of the Chinese goods marketing, enterprises should improve product quality level, enhance consumer confidence in the overall goods, pay attention to brand construction, won the favorite of consumers with personalized, clear product, the domestic marketing strategy of flexible, practical to make consumers aware of buy