倍轻松公司营销策略中存在的问题及对策研究.doc

摘 要 随着全球经济的快速发展，中国作为世界制造基地的日益强化，国际商贸交流日益频繁，出口机会增多，外销业务前景喜人。但由于视力保健行业监管力度不够，市场上出现很多劣质产品，给消费者造成了极坏的心影响。在这样的市场环境中，企业如何寻求自身的生存发展之路，已成为众多业内人士以及经济学者关注的问题。 深圳市倍轻松科技发展有限公司视力保健行业创立以来，以产品的优良品质赢得了广大消费者的一致好评。本文以倍轻松公司的营销策略为研究对象，对企业营销策略实证研究。全文共分为六大部分：第一部分阐明了营销策略的含义与内容，对相关理论了简介绍；第二部分具体介绍了倍轻松科技发展有限公司的概况；第三部分对企业的宏观、微观环境进行分析第四部分对企业营销现状进行了细致的阐述；第五部分以第四部分为依据，提出了倍轻松公司营销策略中存在的问题以及问题的主要原因；第六部分根据分析的结果，结合视力保健行业的特点和公司的实际情况，制定出更适合企业发展的营销对策。本文对倍轻松公司营销对策的制比较全面，从目标市场策略、市场定位策略、市场竞争策略和营销组合策略几个方面进行了深入的研究 关键词：目标市场；市场定位；市场竞争；营销组合 Abstract With the global economies rapidly develop ,Chian as the worlds manufacturing base for the positioning is growing and as international business exchanges frequently developing and the increasing export opportunities,the prospects of export business is encouraging. However,as eye care industry regulator without enough attention, there are many fakes and inferior products in the market which create an extremely bad impact on consumers’ psychology. Therefore eye care industry has not got rapid developed. In such a confused market environment, how to search for their own survival and development has become one of the concerned issues of numerous economists. Shenzhen Breezeeye Technology L as one of the excellent companies, with the high quality products win the praise of vast number of consumers since the company established Based on the marketing strategy of breezeeye company for research ,with the theory and empirical studies combining ,making a full empirical study to the market strategy. The thesis is divided into six parts: The first part tell the concepts and contents of marketing strategy and give a brief introduction to reverent theory; The second part give a detail to the Breezeeye Technology L;The third part analysis macroscopic and microcosmic of the enterprises environment:On the fourth part of the give a exposition to Business Marketing Strategy;In accordance with Part IV and according to the reverent theory, part five propose marketing strategy of the co