ZK帆布鞋营销策划

太原科技大学经济与管理学院毕业论文ZK帆布鞋营销策划方案专业名称：市场营销班级：111601班姓名：赵建博指导教师：田新翠二〇一五年六月太原科技大学经济与管理学院毕业论文II摘要帆布鞋在一二线城市竞争激烈，三四线市场潜力巨大，对于ZK帆布鞋鞋来说有很大利润空间。本次营销方案主要目的是打开太原市场，了解市场状况，提高品牌知名度，占领市场。本文主要对ZK帆布鞋营销策划方案进行分析和研究。本文首先阐述本课题的研究意义和研究背景，从宏观环境（人口环境，经济环境以及政治法律环境）和微观环境（顾客，竞争产品）的角度对营销环境进行了细致分析，然后通过SWOT分析法对其营销策划进行了定性分析，并从市场细分，市场选择以及市场定位对营销战略进行了探究。另外，本文针对营销目标与策略从营销目标，营销策略，价格策略，服务策略以及促销策略进行了探究，最后对其方案进行实施和预算。通过制定销售计划促销ZK帆布鞋，提升ZK帆布鞋在太原地区的影响力，知名度。关键词：帆布鞋环境分析营销战略策划方案太原科技大学经济与管理学院毕业论文IIIAbstractCanvasshoesinacompetitivesecond-tiercities,ahugepotentialmarketthreeorfourlines,forZKcanvasSHOESisagreatprofitmargins.ThemarketingprogramismainlyaimedatopeningTaiyuanmarket,understandthemarketsituation,increasebrandawareness,capturethemarket.ThispaperfocusesonZKsneakersMarketingPlananalysisandresearch.Thispaperdescribesthesignificanceoftheresearchprojectsandresearchbackground,fromthemacroenvironment(demographicenvironment,economicenvironmentandthepoliticalandlegalenvironment)andthemicro-environment(customers,competitiveproducts)theperspectiveofadetailedanalysisofthemarketingenvironment,thenbySWOTanalysisitsmarketingplanqualitativeanalysis,andthemarketsegmentation,marketselectionandmarketpositioningofthemarketingstrategyhasbeenexplored.Inaddition,thispapermarketingobjectivesandstrategieshavebeenexploredfrommarketingobjectives,marketingstrategy,pricingstrategy,servicestrategyandmarketingstrategy,andfinallyimplementitsprogramandbudget.SalespromotionthroughthedevelopmentplanZKcanvasshoes,canvasshoesZKenhanceregionalinfluenceinTaiyuaKeywords:CanvasshoesEnvironmentalanalysisMarketingstrategyPlanningscheme太原科技大学经济与管理学院毕业论文IV目录前言......................................................................................................................................11ZK帆布鞋的营销环境分析............................................................................................21.1宏观环境分析............................................................................................................21.2微观环境分析............................................................................................................22ZK帆布鞋的SWOT分析..............................................................................................62.1优势............................................................................................................................62.2劣势............................................................................................................................62.3机会............................................................................................................................62.4威胁............................................................................................................................63ZK帆布鞋的营销经营战略及策划................................................................................73.1市场细分....................................................................................................................73.2市场选择....................................................................................................................73.3市场定位....................................................................................................................84ZK帆布鞋的营销组合策划............................................................................................94.1营销目标....................................................................................................................94.2营销策略....................................................................................................................94.3价格策略..................................................................................................................104.4服务策略..................................................................................................................104.5促销策略..................................................................................................................115ZK帆布鞋的促销方案..................................................................................................125.1促销工具选择..........................................................................................................125.2促销实施方案..........................................................................................................136策划方案费用预算........................................................................................................14结论....................................................................................................................................15参考文献............................................................................................................................16致谢............................................................................................................................17太原科技大学经济与管理学院毕业论文1前言由于帆布鞋具有性价比高，耐穿以及轻盈等特点，备受人们所喜爱。依据相关数据统计显示，国内大学生穿鞋样式多以休闲鞋与板鞋为主，其比例高达26.37%和23.58%。随着我国经济的飞跃发展，人们的生活水平的提高，年轻一代人对物质的追求更注重其个性化，特别是大学生。ZK帆布鞋很好的具备这一理念，因此其消费主体更多局限于大学生或年轻化人群。针对顾客的实际需求和期望进行产品设计，打造新颖产品，从而最大程度上满足大学生对时尚鞋的追求，是本文营销策划方案的根本目的