蓝潮服装公司营销战略研究
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摘要
随着我国经济市场化进程的不断推进，民营企业在国民经济中比重愈来愈大。但在数量及总量增加的同时，企业个体质量却未同步提高，一个显著的特征就是民营企业平均寿命较短。认真研究这一现象，可以看出多数民营企业忽视战略研究与管理，尤其是营销战略。而营销战略是一个企业总体战略中最为重要的一部分，它的制定与实施直接影响着企业的生存与发展。因此，以营销战略作为研究的突破口和切入点，探求民营企业的长生之道显得十分重要。这也是本文的研究目的。
本文以陕西蓝潮服装公司为研究对象，通过对这一典型的传统民营企业营销战略进行研究，其意义不仅在于为该公司制定一个可参考的营销战略规划，指导其营销实践，更重要的是通过研究作者企图摸索出一个可供我国制造类民营企业借鉴的营销战略研究模式，这也是本文研究的现实意义。
在研究方法上，本文结合该公司实际，活用有关理论，运用比较分析、实证分析、定量分析及定性分析等各种方法，兼顾宏观和微观层次，从调研入手，在获得大量资料和文献的基础上，首先分析了企业内外部营销环境，然后确定出企业的优势和劣势，机会与威胁，及产品的生命周期和市场定位，最后制定出企业的营销战略和目标，并提出实施要点。重视调查研究，突出定量分析，创新研究方法，体现实用价值是本文一大特点。
通过研究分析，本文认为蓝潮服装公司应结合自身内外部营销环境，采用如下营销战略：细分市场，目标营销；提供差异化营销品，挖掘需求；改进产品，延长生命周期；与经销商建立营销联盟。同时在实施中应注重品牌策略及服务策略，加强团队建设和客户管理。
With the constant development of Chinese market economy, the proportion of private enterprises in the national economy is larger and larger. But during the increase of quantity and total quantity, the individual quality of them hasn't developed yet simultaneously. Getting to the bottom of the actual cause, we can know that most private enterprises ignore strategy research and management, especially marketing strategy. While marketing strategy is the essential part of general strategy in the enterprises, Its formulating and enforcement directly affect the existence and development of the enterprises. Therefore, it is very important to explore the way to the long life of private enterprises, using market strategy as a breakthrough point and a contacting point. This is also the research purpose of this article.
In this article, Blue Tide clothing company in Shanxi is taken for a research object, Through the research into marketing strategy of this typical traditional private enterprise, Its aim is not only to formulate a program of marketing strategy for the company, which guides its marketing practice, But also, more important, by researching, the author tries to find out a research method of marketing strategy which can be offered to other private enterprises for reference. This is also the practical significance of the article.
In the way of studying, the author combines the theories with the enterprise's practice, using many methods, such as comparative analysis, positive analysis, quantitative analysis and qualitative analysis etc. And start with investigation, giving consideration to both macroscopic and microscopic levels. On the basis of obtaining a larger number of materials and documents, the author at first analysis the marketing surrounding inside and outside the company. Then determined its strength and weakness, opportunity and threat, the life period of products and orientation of the company, eventually laid down the marketing strategy and object, and raises the main point of enforcement. Valuing the investigation and research, stressing quantitative analysis, making innovation in research method, reflecting practical value are the main
features of this article.
Through research analysis, the author thinks that the Blue Tide company had better adopt the marketing strategy as follows: segmenting market, targeting marketing, distinctive marketing, excavating demand, improving products, prolonging life period, setting up marketing alliance etc. In the meantime, It should pay attention to brand tactics, service tactics, team construction and customer management
本文以陕西蓝潮服装公司为研究对象，通过对这一典型的传统民营企业营销战略进行研究，其意义不仅在于为该公司制定一个可参考的营销战略规划，指导其营销实践，更重要的是通过研究作者企图摸索出一个可供我国制造类民营企业借鉴的营销战略研究模式，这也是本文研究的现实意义。
在研究方法上，本文结合该公司实际，活用有关理论，运用比较分析、实证分析、定量分析及定性分析等各种方法，兼顾宏观和微观层次，从调研入手，在获得大量资料和文献的基础上，首先分析了企业内外部营销环境，然后确定出企业的优势和劣势，机会与威胁，及产品的生命周期和市场定位，最后制定出企业的营销战略和目标，并提出实施要点。重视调查研究，突出定量分析，创新研究方法，体现实用价值是本文一大特点。
通过研究分析，本文认为蓝潮服装公司应结合自身内外部营销环境，采用如下营销战略：细分市场，目标营销；提供差异化营销品，挖掘需求；改进产品，延长生命周期；与经销商建立营销联盟。同时在实施中应注重品牌策略及服务策略，加强团队建设和客户管理。
With the constant development of Chinese market economy, the proportion of private enterprises in the national economy is larger and larger. But during the increase of quantity and total quantity, the individual quality of them hasn't developed yet simultaneously. Getting to the bottom of the actual cause, we can know that most private enterprises ignore strategy research and management, especially marketing strategy. While marketing strategy is the essential part of general strategy in the enterprises, Its formulating and enforcement directly affect the existence and development of the enterprises. Therefore, it is very important to explore the way to the long life of private enterprises, using market strategy as a breakthrough point and a contacting point. This is also the research purpose of this article.
In this article, Blue Tide clothing company in Shanxi is taken for a research object, Through the research into marketing strategy of this typical traditional private enterprise, Its aim is not only to formulate a program of marketing strategy for the company, which guides its marketing practice, But also, more important, by researching, the author tries to find out a research method of marketing strategy which can be offered to other private enterprises for reference. This is also the practical significance of the article.
In the way of studying, the author combines the theories with the enterprise's practice, using many methods, such as comparative analysis, positive analysis, quantitative analysis and qualitative analysis etc. And start with investigation, giving consideration to both macroscopic and microscopic levels. On the basis of obtaining a larger number of materials and documents, the author at first analysis the marketing surrounding inside and outside the company. Then determined its strength and weakness, opportunity and threat, the life period of products and orientation of the company, eventually laid down the marketing strategy and object, and raises the main point of enforcement. Valuing the investigation and research, stressing quantitative analysis, making innovation in research method, reflecting practical value are the main
features of this article.
Through research analysis, the author thinks that the Blue Tide company had better adopt the marketing strategy as follows: segmenting market, targeting marketing, distinctive marketing, excavating demand, improving products, prolonging life period, setting up marketing alliance etc. In the meantime, It should pay attention to brand tactics, service tactics, team construction and customer management
引文
[1] 刘莉著，《企业营销战略》，广东经济出版社，1999，P2
[2] 林艳新等著，《营销企划的误区》，黑龙江科学技术出版社，2002，P47
[3] 高建华，跨国公司营销战略解读，《销售与市场》，2000．3
[4] 罗伯特·格兰特著，胡挺等译，《公司战略管理》，光明出版社，2001，P4
[5] 王革非著，《战略管理方法》，经济管理出版社，2002，P2
[6] 刘翼生著，《企业经营战略》，清华大学出版社，1995，P8-10
[7] 项保华著，《战略管理——艺术与实务》，华文出版社，2001，P23
[8] 卢泰宏，百年营销理论回顾，《销售与市场》，2000．1
[9] 约翰·A·昆奇著，吕一林译，《市场营销管理》，北京大学出版社，科文(香港)出版有限公司，2000，P227-229
[10] Philip Kotler, "New marketing strategic model", Sale and Market,Nov,2001
[11] 张家洲著，2002年中国服装产业大盘点，《中国纺织报》，2002．12．30
[12] 迈克·伊西著，金凌等译，《服饰营销圣经》，上海远东出版社，2002，P50-51
[13] 艾丰，中国服装业的思考；《总裁》，2003．1
[14] 李军，中国服装纺织业的发展现状与对策，《中国服饰》，2002．4
[15] Charles W.L.Hill, Gareth R.jones, Strategic Management, Fourth edition, Houghton Mifflin Company,2001,p72-80
[16] 蒋云飞，中国男装品牌大变局，中国营销传播网，2003．2
[17] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P131-132
[18] 荀丽，中国服装业——创建品牌的支点在哪里，《中国经营报》，2001．11．13
[19] 罗德礼著，《服装市场营销》，中国纺织出版社，2002，P112
[20] 人大复印资料，国有企业经济效益评价指标体系，《企业家信息》2000．3
[21] 傅浙铭著，《营销诊断实务》，广东经济出版社，1999，P192，P314
[22] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P133
[23] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P130-131
[24] Philip Kotler, Marketing Management, Tenth edition, Prentice Hall,2001,p259-266
[25] 阿诺尔特·魏斯曼著，史世伟等译，《市场营销战略》，华夏出版社，2001，P133-135
[26] 迈克尔·波特著，《竞争优势》，华夏出版社，1999，P87
[27] Philip Kotler, Marketing Management, Tenth edition, Prentice Hall,2001, p231-245
[28] 屈云波著，《营销企划实务(上)》，企业管理出版社，1999，P254-258
[29] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P263
[30] 吴志华，创新市场链——中国杉杉集团市场营销体制改革的实证分析，《管理世界》，2002．2
[2] 林艳新等著，《营销企划的误区》，黑龙江科学技术出版社，2002，P47
[3] 高建华，跨国公司营销战略解读，《销售与市场》，2000．3
[4] 罗伯特·格兰特著，胡挺等译，《公司战略管理》，光明出版社，2001，P4
[5] 王革非著，《战略管理方法》，经济管理出版社，2002，P2
[6] 刘翼生著，《企业经营战略》，清华大学出版社，1995，P8-10
[7] 项保华著，《战略管理——艺术与实务》，华文出版社，2001，P23
[8] 卢泰宏，百年营销理论回顾，《销售与市场》，2000．1
[9] 约翰·A·昆奇著，吕一林译，《市场营销管理》，北京大学出版社，科文(香港)出版有限公司，2000，P227-229
[10] Philip Kotler, "New marketing strategic model", Sale and Market,Nov,2001
[11] 张家洲著，2002年中国服装产业大盘点，《中国纺织报》，2002．12．30
[12] 迈克·伊西著，金凌等译，《服饰营销圣经》，上海远东出版社，2002，P50-51
[13] 艾丰，中国服装业的思考；《总裁》，2003．1
[14] 李军，中国服装纺织业的发展现状与对策，《中国服饰》，2002．4
[15] Charles W.L.Hill, Gareth R.jones, Strategic Management, Fourth edition, Houghton Mifflin Company,2001,p72-80
[16] 蒋云飞，中国男装品牌大变局，中国营销传播网，2003．2
[17] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P131-132
[18] 荀丽，中国服装业——创建品牌的支点在哪里，《中国经营报》，2001．11．13
[19] 罗德礼著，《服装市场营销》，中国纺织出版社，2002，P112
[20] 人大复印资料，国有企业经济效益评价指标体系，《企业家信息》2000．3
[21] 傅浙铭著，《营销诊断实务》，广东经济出版社，1999，P192，P314
[22] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P133
[23] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P130-131
[24] Philip Kotler, Marketing Management, Tenth edition, Prentice Hall,2001,p259-266
[25] 阿诺尔特·魏斯曼著，史世伟等译，《市场营销战略》，华夏出版社，2001，P133-135
[26] 迈克尔·波特著，《竞争优势》，华夏出版社，1999，P87
[27] Philip Kotler, Marketing Management, Tenth edition, Prentice Hall,2001, p231-245
[28] 屈云波著，《营销企划实务(上)》，企业管理出版社，1999，P254-258
[29] 赖增牧著，《长寿企业战略管理》，经济管理出版社，2002，P263
[30] 吴志华，创新市场链——中国杉杉集团市场营销体制改革的实证分析，《管理世界》，2002．2
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