地區代理商營銷策略轉型研究——以沈陽李維斯為例

工商管理論文編號:GS314  論文字數:17455,頁數:31，附開題報告，外文翻譯

目    錄
摘  要 I
Abstract II
第1章 引言 1
1.1 論文研究的背景及原因 1
1.2論文研究的實用價值及理論價值 2
1.3營銷策略轉型的國內外研究情況的文獻綜述 2
1.4論文的特色 3
第2章 營銷策略的基本理論 4
2.1營銷策略的含義 4
2.2營銷策略的特征 4
2.2.1營銷策略的目的 4
2.2.2市場營銷策略的步驟 4
2.3營銷策略的內容 6
2.3.1銷售渠道 6
2.3.2產品供應 6
2.3.3促銷 6
2.3.4產品價格 6
2.3.5推銷力量 7
2.3.6服務 7
2.4營銷策略的制定方法 7
2.4.1市場定位策略 7
2.4.2選擇和實施市場定位策略 8
第3章  地區代理商營銷策略現狀 9
3.1李維斯的發展 9
3.2 沈陽李維斯的案例 10
3.3 SWOT分析法分析李維斯案例 10
3.3.1優勢分析(Strengths) 11
3.3.2劣勢分析(Weaknesses) 12
3.3.3機會分析(Opportunities) 12
3.3.4威脅分析（Threats） 13
第4章基于SWOT分析李維斯的營銷策略 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 李維斯的發展的策略對策 18
5.1 研究競爭對手 18
5.2 模仿但不竊取產權 18
5.3 購買技術和創意 19
5.4 強化系統整合的營銷思維，完善企業營銷結構 19
第6章 結論 21
6.1 結束語 21
6.2 展望 22
致  謝 25

摘  要
 隨著改革開放的不斷深入，人們的生活水平也逐漸提高。人們不僅注重溫飽，也開始包裝自己，注重穿著的品牌。但品牌在世界各地的知名度是不一樣的，沈陽李維斯的發展與同等經濟水平的國家和地區相比還顯落后，因此沈陽李維斯的地區代理商如何轉變營銷策略已成為現實提出的迫切課題，具有重要的理論研究和實際應用價值。
 本文以管理學，經濟學等有關理論為指導，以沈陽李維斯的營銷策略為主線，在廣泛調研和實踐的基礎上，吸取其它相關行業成功的營銷策略轉型方式，理論分析與證實分析于一體，全面系統的分析沈陽李維斯以前和當前的營銷策略體系，借鑒國內外其他李維斯和相關行業的經驗，對沈陽李維斯進行SWOT分析，在此基礎上，提出沈陽李維斯如何轉變營銷策略來提高自身的知名度和品牌價值，從而實現企業的最終目標，獲取最大利潤。
 本文首先介紹了論文研究的背景、價值；其次，為了能更好的理解李維斯的營銷策略，系統的介紹了營銷策略的理論內容；再次，介紹沈陽李維斯地區代理商的營銷現狀并運用SWOT分析法解析沈陽李維斯地區代理商的案例；第四，運用SWOT的分析李維斯的營銷策略；最后，根據李維斯的策略分析提出了針對地區代理商的營銷策略對策并做出結論展望未來。

關鍵詞：營銷策略；SWOT；現狀；地區代理商

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