玩具公司营销策划毕业论文.docVIP

PAGE XXXXXXXXXXX 本科毕业论文 题 目：XXXXXXXXXXXXXXXXXXXXXXXXX 学生姓名： XXXXXXX XXXXXXX 指导教师： XXXXXXX 所在分院： XXXXXXXXXXXXX 专 业： 电子商务 班 级： 统本电商0801班 二O一二年四月 摘要 义乌市爱尔美玩具有限公司是专业从事塑料玩具产品的开发设计、生产、销售的企业。公司成立于2002年，经过10多年的发展，公司规模和制度不断扩大和完善,但同时也存在很多问题。公司在成立初期，没有形成完善的营销体系,产品市场定位也不清晰，导致产品缺乏竞争力。在网络营销中，企业又过多的依赖阿里巴巴贸易平台，而忽视其他营销渠道建设 ，导师营销方式单一，失去了大量有价值的客户，企业在玩具行业的市场地位不断下降。 为了改变义乌爱尔美有限公司的市场状况，本方案从企业实际情况出发，对企业的产品进行市场细分，分析产品的优势和劣势。同时对网络营销存在的问题进行汇总，并提出解决方案。通过对义务爱尔美有限公司存在问题进行系统的分析，使企业摆脱目前的市场状况，提升企业的知名度和核心竞争力。 关键词：营销策划、市场分析、效果评估 ABSTRACT YIWU AIERMEI TOY Co., LTD. Is specialized in plastic toy product development design, manufacture, sales enterprise. The company was established in 2002, after 10 years of development, the size of the company and system in enlarging and perfect. But at the same time, there are also many problems. The company was founded in the early stages, no form very perfect marketing system, to the product market orientation is not clear, product to lack ofcompetitiveness And in network marketing, enterprise and too much depend on alibabas trade platform, and neglect other marketing channels, and make the enterprise marketing way a single. Losing a lot of valuable customers. Enterprise in the position of the toy industry is also in constant drop. In order to make YIWU AIERMEI TOY Co., LTD. change enterprise this situation, this article from the actual conditions of the enterprise, the enterprise products for market segments, analyzes the advantages and disadvantages of products. At the same time for the network marketing the existing problem of summarizing, and puts forward the solution, and then, a very good improvement. Through to the obligations, YIWU AIERMEI TOY Co., LTD. problems in the analysis of the system, so that enterprises will continue to get rid of the current situation, so as to enhance the enterprises popularity and core competitive power. PAGE I PAGE I