林森木业有限公司产品及促销策略研究

林森木业有限公司产品及促销策略研究

文档编号:GS224 文档字数:10283,页数:18

摘要
随着中国加入世界贸易组织，国际贸易和发展日益迅速，从而物流作为第三产业迅速发展起来了，托盘也变的尤其重要，必不可少。我选择的是林森牧业有限公司，此公司中小生产企业的代表，而且地处偏僻之地，而且产品特殊，针对性很强的供应品，因此它的产品和销售策略比较典型，文档主要包括一下几部分：一、企业的简单介绍；二、企业的环境分析，从机会、威胁、优势、劣势进行企业内外环境的分析；三、主要阐述了企业现在的销售状况和存在的问题；四、写的是产品策略，产品整体策略、新产品的开发、产品组合的扩展、品牌和商标策略；五、产品的促销策略，主要讲述的是人员直销策略、网络促销策略、营业推广和公共关系这几个方面。经过这次策划，给企业在产品和促销两个方面有策略可循，达到促进企业良好发展的目的。

关键词：林森木业有限公司；产品；促销；策略研究

Abstract
With China's accession to the World Trade Organization, international trade and development are growing rapidly, so the logistics industry as a tertiary industry are developing rapidly, and the tray is also particularly important, indispensable. I chose the linsen animal husbandry Limited company, the company representatives of small and medium-sized manufacturing enterprises, and is located in a remote place, and have special products, targeted the supply of goods, so its products and marketing strategies are more typical, the main thesis is including the following several parts: first, a brief introduction of the enterprise; second, the enterprise's environmental analysis, opportunities and threats, strengths, weaknesses internal and external environment for enterprises of the analysis; third, enterprises now mainly on the sales and the existing problems; forth is about product strategy, product strategy, new product development, product portfolio expansion, brand and trademark strategy; fifth is product promotion strategy, mainly on the direct marketing strategy staff, network marketing strategy, sales promotion and public relations in these areas. After this planning, enterprises in the two aspects of productions and promotions can follow the strategies, in order to promote good corporate development.

Key words: Linsen corporation; productions; promotions; strategy study

目    录
摘    要 I
Abstract II
1林森木业有限公司营销环境分析 1
1.1企业简介 1
1.2林森木业有限公司的营销环境分析 1
1.2.1企业发展的机会 1
1.2.2企业发展的威胁 2
1.2.3企业发展的优势 2
1.2.4企业发展的劣势 3
2林森木业有限公司营销现状、存在问题及原因 4
2.1林森木业有限公司的营销现状 4
2.2林森木业有限公司营销存在的问题及原因 4
2.2.1品牌知名度低 4
2.2.2替代产品的增多 5
2.2.3销售方式的单一 5
2.2.4欠款回收难 5
2.2.5企业的销售地点局限性大 5
3林森木业有限公司产品策略 6
3.1产品整体概念 6
3.2新产品开发策略 6
3.3扩展产品组合 6
3.4品牌和商标策略 7
3.4.1品牌策略 7
3.4.2商标策略 7
4林森木业有限公司产品促销策略 8
4.1人员直销策略 8
4.2网络促销策略 8
4.3营业推广策略 9
4.4公共关系 9
4.4.1顾客、销售处、代理商和加盟商的公关 9
4.4.2内部公关 10
4.4.3危机公关 10
结    论 11
参考文献 12
致    谢 12

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