【英语论文】产品促销计划product promotion plan.docVIP

PAGE Product Promotion Plan 论文摘要 Ecopel时装工厂是海欣集团下的一家工厂，现拥有500个工人的一个团队。她成立于2003年， 主要的是生产出口高档的假皮外套和人造毛外套。月生产能力在3.5万件衣服，可是由于直接客户只有10个，所以不能满足工厂的生产量，而且工厂一年也只有8-10个月的生产季节。在这样的情况下工厂会像其他兄弟单位接些二手单等，去维持工厂的运作，以保证工人可以安心工作。但是这些单子是不能给工厂产生任何利润。整个服装出口市场是很越来越困难，客人的价格越来越低，要求越来越高，美元兑人民币汇率也天天在涨，原材料价格不停的上涨，而政府补贴的服装退税比例也不断在降低。 在这样严峻的状况下，工厂领导决定改被动为主动，我们进行一个促销计划来开发更多的客户，以及向我们老客户展示更多的我们的款式，这样我们就可以接到更多的一手单。在与客人，和工厂领导以及集团领导多方沟通， 本论文作者被任命为此计划的执行者。 本论文前期通过目标客户的分组问卷调查，SWOT分析法等研究方法找出建立此计划的方向。中期通过客人反馈，客人要求等形式来检查和保证此计划得到及时的调整和如期完成。 后期在接到订单阶段，主要采取前后业绩的对比来进行评估。 经过前期仔细的调查分析及切实可行的计划，中期认真地执行和后期客观评估，本论文设计的促销计划可以顺利执行，不但开拓了工厂员工的视野，接受了更多的客户，得到更多的订单。并可以在这个艰难的时刻让我们的厂走出困境，并得以更好的发展。  Abstract This dissertation presents a detailed report of a project implemented to set up a promotion plan in Ecopel factory. Ecopel (HX) Fashion Factory, is belonging to Haixin Group and has 500 works. It was set up on 2003 for producing and exporting fashion fake leather jackets and fur jackets with high quality. Due to the business is tough in China for garment export; our boss is planning to promote our product to extend more customers. Around 10 customers have orders with us so far, who complained us without any product promotion, just waited for the orders from them. However capability for our factory is not enough, we have to get second orders from other trading company to cover factory cost. A six-month project was launched to design and promote the product; to get the orders. Scientific research methods of customer survey, such as focus group, face-to-face interviews, and SWOT analysis were used in the identification and analysis of the problems. Flowchart, project framework and several other methods were also adopted in the design, implementation and evaluation of the project. With the efforts of all our project members, we achieved our final goal successfully. More orders and enquiries from customers we got! The results of the project demonstrated that the application of information technologies is an effective appr