创新性销策略之探讨——以统一企业为例.doc

- 摘 要 随着社会的进步，时代的发展，经济的全球化，企业有效的营销策略对企业的发展很重要。本文着重介绍了XX集团的开阔市场的营销策略，经济一体化和经济区域化愈发显著，使生产要素在全球范围内广泛的流通成为可能，企业的走出去战略，成为开拓企业扩展市场发展空间提高企业综合实力和竞争力的重要途径。特别是中国加入世贸组织后面临外国大企业的冲击，市场竞争日趋激烈，中国企业开拓市场进入国际市场成为必然趋势，然而面临更加复杂，风险更大，竞争更加激烈的市场，企业将何去何从，如何依据自己的实力现状与特点选择合适的市场营销策略成为摆在企业面前亟待解决的重要问题，本文注重介绍了XX公司的市场营销策略通过分析XX集团成功的创新性市场营销策略，抛砖引玉，靠质量赢得市场，靠品牌实现多元化，先难后易，本土化加创新性的营销策略使其在走向世界的战略中成长为知名企业。同时也为其他企业开拓复杂的市场提供宝贵的经验。 关键词：营销策略；XX集团；创新策略；市场竞争 PAGE II PAGE II Abstract Along with social progress, the development of the times, the globalization of the economy, effective marketing strategy on the development of enterprises is very important. This paper focuses on the open market of the Uni-President Group Marketing strategy, economic integration and regionalization increasingly significant the extensive circulation worldwide, the factors of production as possible, the strategy of going out, develop corporate expansion market development space an important way to improve the enterprises comprehensive strength and competitiveness. Especially after Chinas accession to the WTO faces the impact of large foreign enterprises increasingly fierce market competition, the Chinese enterprises to expand their market into the international market has become an inevitable trend, however, face a more complex, the risk of a larger, more competitive market, the enterprises will go from here and how choose the right marketing strategy based on the current situation and characteristics of their own strength to be placed in front of the important problems to be solved, this paper focus on unified marketing strategy by analyzing the success of innovative marketing strategies by the Uni-President Group, initiate, relying on quality win the market and rely on the brand to achieve diversification, before tackling the difficult localization innovative marketing strategy for its growth strategy of the world well-known enterprises. Also for other companies to develop complex market and provide valuable experience. Key