义乌袜业企业出口营销策略探讨[1]VIP免费

摘要袜业作为浙江义乌市的支柱产业，近年来发展迅速，在义乌小商品出口中所占份额有相当的比例。且近年来，义乌袜业企业正逐步走向成熟，创立了诸多有影响力的品牌。本文从义乌袜业企业出口现状出发，结合当代纺织品出口的国际局势,利用国际营销策略理论，以及4PS营销组合理论对义乌不同发展层面的袜业企业分别做出了出口战略分析。其中，主要对袜子产品出口的目标市场选择，进入国际市场的战略，义乌袜业的品牌道路进行了详细地分析。针对现在存在的不足，提出具体的应对措施。关键词：义乌袜业；国际营销；品牌营销；目标市场；产品策略AbstractAsthemainstayindustryinYiwu,thesockmanufacturingindustryhasbeendevelopingrapidlyrecentyears,andtheshareofsocksintheexportofYiwusmallcommodityisconsiderable.Inrecentyears,sockmanufacturingenterprisesinYiwubecomegraduallymaturedandmanywell-knownbrandshavebeencreated.ThisessaywillfirstexplorefromthecurrentsituationoftheexportofsocksmadeinYiwu,andthenwillapplyinternationalmarketingstrategytheoryand4PsmixmarketingtheorytoanalyzetheappropriateexportstrategythatadapttodifferentsockmanufacturingenterprisesofYiwuindifferentstatus.Theessaywillmainlyfocusontheanalysisofthechoiceoftargetmarketforsockmanufacturingenterprises,thestrategytoentertheinternationalmarketandtheapproachesofbrandbuildinginYiwusockmanufacturingindustry.Accordingtotheweaknessanddifficultiesexistingintheindustry,theessaywillalsoraiseawealthofmeasurestoeffectivelysolvethem.Keywords：YiwuSocksIndustry；InternationalMarketing；BrandMarteting；TargetMarket；productplan目录第一章导论---------------------------------------------------------------11．1问题提出-------------------------------------------------------------11．1．1本文研究背景--------------------------------------------------11．1．2研究意义------------------------------------------------------21．2国内外研究现状-------------------------------------------------------21．3研究思路及写作框架---------------------------------------------------31．3．1对象思路------------------------------------------------------31．3．2内容框架------------------------------------------------------4第二章4PS营销组合理论及国际营销概念--------------------------------------62．14PS营销组合理论概念--------------------------------------------------62．24PS营销组合理论要素分析----------------------------------------------62．3国际营销相关理论-----------------------------------------------------7第三章义乌袜企出口目标市场的选择与进入-----------------------------------83．1袜业出口现状---------------------------------------------------------83．1．1中国袜业的集群效应--------------------------------------------83．1．2义乌袜业目前的国际市场状况------------------------------------93．2义乌袜业企业的出口目标市场-------------------------------------------103．2．1中层袜业企业目标市场------------------------------------------103．2．2底层袜业企业目标市场------------------------------------------113．3进入目标市场的决策---------------------------------------------------113．3．1出口方式选择--------------------------------------------------113．3．2海外设厂国别选择----------------------------------------------123．3．3面对发达国家限制措施的出口方略--------------------------------123．4总结-----------------------------------------------------------------13第四章义乌袜企的国际营销策略---------------------------------------------144.1义乌袜企的产品策略---------------------------------------------...