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1、義烏襪業(yè)企業(yè)出口營(yíng)銷策略探討摘要襪業(yè)作為浙江義烏市的支柱產(chǎn)業(yè)，近年來(lái)發(fā)展迅速，在義烏小商品出口中所占份額有相當(dāng)?shù)谋壤?。且近年?lái)，義烏襪業(yè)企業(yè)正逐步走向成熟，創(chuàng)立了諸多有影響力的品牌。本文從義烏襪業(yè)企業(yè)出口現(xiàn)狀出發(fā)，結(jié)合當(dāng)代紡織品出口的國(guó)際局勢(shì),利用國(guó)際營(yíng)銷策略理論，以及4PS營(yíng)銷組合理論對(duì)義烏不同發(fā)展層面的襪業(yè)企業(yè)分別做出了出口戰(zhàn)略分析。其中，主要對(duì)襪子產(chǎn)品出口的目標(biāo)市場(chǎng)選擇，進(jìn)入國(guó)際市場(chǎng)的戰(zhàn)略，義烏襪業(yè)的品牌道路進(jìn)行了詳細(xì)地分析。針對(duì)現(xiàn)在存在的不足，提出具體的應(yīng)對(duì)措施。關(guān)鍵詞：義烏襪業(yè)；國(guó)際營(yíng)銷；品牌營(yíng)銷
2、；目標(biāo)市場(chǎng)；產(chǎn)品策略第27頁(yè)義烏襪業(yè)企業(yè)出口營(yíng)銷策略探討AbstractAsthemainstayindustryinYiwu,thesockmanufacturingindustryhasbeendevelopingrapidlyrecentyears,andtheshareofsocksintheexportofYiwusmallcommodityisconsiderable.Inrecentyears,sockmanufacturingenterprisesinYiwubecomegraduallym
3、aturedandmanywell-knownbrandshavebeencreated.ThisessaywillfirstexplorefromthecurrentsituationoftheexportofsocksmadeinYiwu,andthenwillapplyinternationalmarketingstrategytheoryand4Psmixmarketingtheorytoanalyzetheappropriateexportstrategythatadapttodifferents
4、ockmanufacturingenterprisesofYiwuindifferentstatus.Theessaywillmainlyfocusontheanalysisofthechoiceoftargetmarketforsockmanufacturingenterprises,thestrategytoentertheinternationalmarketandtheapproachesofbrandbuildinginYiwusockmanufacturingindustry.According
5、totheweaknessanddifficultiesexistingintheindustry,theessaywillalsoraiseawealthofmeasurestoeffectivelysolvethem.Keywords：YiwuSocksIndustry；InternationalMarketing；BrandMarteting；TargetMarket；productplan第27頁(yè)義烏襪業(yè)企業(yè)出口營(yíng)銷策略探討目錄第一章導(dǎo)論-------------------------------
6、--------------------------------11．1問(wèn)題提出-------------------------------------------------------------11．1．1本文研究背景--------------------------------------------------11．1．2研究意義------------------------------------------------------21．2國(guó)內(nèi)外研究現(xiàn)狀------------------
7、-------------------------------------21．3研究思路及寫作框架---------------------------------------------------31．3．1對(duì)象思路------------------------------------------------------31．3．2內(nèi)容框架------------------------------------------------------4第二章4PS營(yíng)銷組合理論及國(guó)際營(yíng)銷概念-------
8、-------------------------------62．14PS營(yíng)銷組合理論概念--------------------------------------------------62．24PS營(yíng)銷組合理論要素分析----------------------------------------------62．3國(guó)際營(yíng)銷相關(guān)理論-------------------------------------
