天津美特斯邦威促销策略分析摘要随着全球经济一体化的快速发展，越来越多的国际服饰品牌不断地涌进到中国市场，使得国内服饰市场竞争激烈。面对这些强大地国际竞争对手的强势入侵中国本土服饰企业必须行动起来，调整促销策略来积极地应对，创建自己的品牌形象，使企业能够在日益激烈的市场竞争中站稳脚跟并发展壮大。“美特斯·邦威”是美特斯邦威集团自主创立的本土休闲服品牌。美特斯邦威集团公司于一九九五年创建于中国浙江省温州市，一直以来主打研发、生产、销售美特斯·邦威品牌休闲系列服饰。美特斯邦威要想在立足于中国市场，就必须制定促销策略，从而打响品牌知名度，提高销售业绩。本文将从天津地区美特斯邦威的人员促销、广告促销、公共关系促销、营业推广促销四个方面进行着手研究促销策略对美特斯邦威品牌创建的影响与作用，最后，对本文研究的局限性进行分析，并提出多渠道营销整合优化方案。关键词：美特斯邦威；促销；公共关系；营业推广AbstractWiththerapiddevelopmentofglobaleconomicintegration,moreandmoreinternationalfashionbrandscontinuetoChinarushedintothemarket,whichmakesthefiercecompetitioninthedomesticapparelmarket.Inthefaceofthesestronginternationalcompetitorsstronginvasion,Chinalocalclothingenterprisestoact,toadjustthepromotionstrategytoactivelyrespondto,createtheirownbrandimage,sothatenterprisescanintheincreasinglyfiercecompetitioninthemarketgainafirmfootholdanddevelopment."Meades,Bonwe"isMetersbonwegroupofselfcreationofnativesportswearbrand.MetersbonweGroupCompanywasfoundedin1995inChina'sZhejiangProvince,WenzhouCity,hasbeenthemainR&D,productionandsalesofU.S.waters-Bangweibrandleisureclothesseries.MetersbonwewantstoestablishafootholdintheChinesemarket,wemustdevelopthepromotionstrategy,whichstartedthebrandawareness,improvesalesperformance.ThispaperfromtheTianjinareaMetersbonwepersonnelpromotion,advertisingsalespromotion,publicrelationspromotion,salespromotionfouraspectsofpromotionstrategiesonbrandcreationMetersbonweinfluenceandthefunction,finally,analyzesthelimitationsofthisstudy,andputsforwardthemultichannelmarketingintegrationandoptimizationscheme.Keywords:Metersbonwe;promotion;publicrelations;salespromotion目录摘要.....................................................................................................................1Abstract..................................................................................................................2前言........................................................................................................................4一、美特斯邦威促销策略的国内外研究综述....................................................4（一）促销策略对美特斯邦威影响的国内研究综述................................4（二）促销策略对美特斯邦威影响的国外研究综述................................5二、天津美特斯邦威促销策略分析....................................................................5（一）天津美特斯邦威的人员促销分析....................................................5（二）天津美特斯邦威的广告促销分析....................................................6（三）天津美特斯邦威的公共关系促销分析............................................8三、天津美特斯邦威的营业推广促销分析......................................................10（一）营业推广促销意在提高天津美特斯邦威知名度..........................10（二）营业推广促销意在提高天津美特斯邦威影响力..........................10四、天津美特斯邦威促销策略分析的局限性..................................................11五、天津美特斯邦威多渠道营...
