地区代理商营销策略转型研究——以沈阳李维斯为例

论文编号:GS314  论文字数:17455,页数:31，附开题报告，外文翻译

摘  要
 随着改革开放的不断深入，人们的生活水平也逐渐提高。人们不仅注重温饱，也开始包装自己，注重穿着的品牌。但品牌在世界各地的知名度是不一样的，沈阳李维斯的发展与同等经济水平的国家和地区相比还显落后，因此沈阳李维斯的地区代理商如何转变营销策略已成为现实提出的迫切课题，具有重要的理论研究和实际应用价值。
 本文以管理学，经济学等有关理论为指导，以沈阳李维斯的营销策略为主线，在广泛调研和实践的基础上，吸取其它相关行业成功的营销策略转型方式，理论分析与证实分析于一体，全面系统的分析沈阳李维斯以前和当前的营销策略体系，借鉴国内外其他李维斯和相关行业的经验，对沈阳李维斯进行SWOT分析，在此基础上，提出沈阳李维斯如何转变营销策略来提高自身的知名度和品牌价值，从而实现企业的最终目标，获取最大利润。
 本文首先介绍了论文研究的背景、价值；其次，为了能更好的理解李维斯的营销策略，系统的介绍了营销策略的理论内容；再次，介绍沈阳李维斯地区代理商的营销现状并运用SWOT分析法解析沈阳李维斯地区代理商的案例；第四，运用SWOT的分析李维斯的营销策略；最后，根据李维斯的策略分析提出了针对地区代理商的营销策略对策并做出结论展望未来。

关键词：营销策略；SWOT；现状；地区代理商

Abstract
 With the deepening of reform and opening up, people's living standards gradually improve. Not only focus on food and clothing, but also the beginning of the packaging themselves, wearing a brand-oriented. However, brand awareness around the world is not the same as, Shenyang Reeves and the same economic development level of countries and regions is also significantly behind, the Shenyang region Reeves agents how to change the marketing strategy has become a pressing issue raised by the reality, with important theoretical research and practical application value.
 In this paper, management science, economics and other relevant theory as a guide to Shenyang Levi main line marketing strategy, in a wide range of research and practice on the basis of the lessons of other related industries in transition successful way of marketing strategy, theoretical analysis and confirmed the analysis in one comprehensive and systematic analysis of Shenyang Reeves ago and the current system of marketing strategy, learn from others at home and abroad Reeves and related industry experience, Shenyang Reeves SWOT analysis carried out, in this based on how Shenyang Reeves change marketing strategies to improve their visibility and brand value, in order to achieve the ultimate goal of enterprises to obtain the greatest possible profits.
 This paper first introduces the background to the study of the paper, the value of; Second, in order to better understand the marketing strategy Reeves, systematic marketing strategy, introduced the theory of content; again on Lewis Shenyang agents marketing the region the status quo and the use of SWOT analysis Analysis of the Shenyang region Reeves case agents; Fourth, the use of SWOT analysis of the marketing strategy Reeves; Finally, according to Reeves analysis of the strategy for the region's marketing strategy countermeasure agents and look forward to the future to make conclusions.

Keywords: marketing strategy; SWOT; the status quo; regional agents

目    录
摘  要 I
Abstract II
第1章 引言 1
1.1 论文研究的背景及原因 1
1.2论文研究的实用价值及理论价值 2
1.3营销策略转型的国内外研究情况的文献综述 2
1.4论文的特色 3
第2章 营销策略的基本理论 4
2.1营销策略的含义 4
2.2营销策略的特征 4
2.2.1营销策略的目的 4
2.2.2市场营销策略的步骤 4
2.3营销策略的内容 6
2.3.1销售渠道 6
2.3.2产品供应 6
2.3.3促销 6
2.3.4产品价格 6
2.3.5推销力量 7
2.3.6服务 7
2.4营销策略的制定方法 7
2.4.1市场定位策略 7
2.4.2选择和实施市场定位策略 8
第3章  地区代理商营销策略现状 9
3.1李维斯的发展 9
3.2 沈阳李维斯的案例 10
3.3 SWOT分析法分析李维斯案例 10
3.3.1优势分析(Strengths) 11
3.3.2劣势分析(Weaknesses) 12
3.3.3机会分析(Opportunities) 12
3.3.4威胁分析（Threats） 13
第4章基于SWOT分析李维斯的营销策略 15
4.1  SO策略 15
4.2  WO策略 15
4.3  ST策略 16
4.4  WT策略 16
第5章 李维斯的发展的策略对策 18
5.1 研究竞争对手 18
5.2 模仿但不窃取产权 18
5.3 购买技术和创意 19
5.4 强化系统整合的营销思维，完善企业营销结构 19
第6章 结论 21
6.1 结束语 21
6.2 展望 22
致  谢 25

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