毕业论文北京探路者户外用品公司差异化营销策略研究.docVIP

北方工业大学毕业论文 北京探路者户外用品公司差异化营销策略研究 摘 要 本文概括分析了我国户外用品行业的现状与发展趋势，阐述了我国户外用品行业的领头羊—北京探路者户外用品公司走差异化营销道路的必然性和可行性。文章通过对探路者公司战略选择的研究和SWTO分析，从产品、形象、市场三方面探讨了探路者具体的差异化营销策略，并就其存在的缺陷提出了相应的修正意见。 关键词：差异化营销，户外，产品差异化，渠道差异化 The difference marketing strategy research of Beijing Toread Camping Equipment company. Abstract This paper analyzes the status and the development trend of the Chinese outdoor supplies industry ,expounded the inevitability and feasibility of Beijing Toread Camping Equipment company, which is a industry bellwether of the Chinese outdoor supplies .Based on the strategic choice and the SWTO research, this paper explores the specific differential marketing strategy from three area which is product, image and market. Against the defects, this paper proposes the corresponding amendments. Key words: Differential marketing, Outdoor, Product differentiation, Channel differentiation 目录 前言………………………………………………………………………1 1.我国户外用品行业的概况……………………………………………1 1.1 户外的概念……………………………………………………………1 1.2 我国户外用品行业的兴起与发展…………………………………2 1.3 我国户外用品行业的现状与发展趋势……………………………3 2. 探路者公司概要……………………………………………………5 3． 探路者公司的战略选择……………………………………………5 3.1 企业基本竞争战略…………………………………………………5 3.2 探路者公司竞争战略选择…………………………………………6 4.探路者公司的差异化营销策略………………………………………8 4.1 探路者的SWOT分析………………………………………………8 4.2 探路者的差异化营销策略…………………………………………17 5.探路者差异化营销策略的再思考……………………………………17 5.1 探路者差异化营销策略存在的问题………………………………17 5.2 改善方案……………………………………………………………18 6.结论……………………………………………………………………19 致谢：……………………………………………………………………20 参考文献…………………………………………………………………21 外文文献译文及原文……………………………………………………22