某企业实施市场开发策略的思考.doc

摘要 市场开发策略是由现有产品和新市场组合而产生的策略略。它是发展现有产品的新顾客群或新的低于市场从而扩大产品销售量的策略. 市场发展可以分为区域性发展、国内市场发展和国际市场发展等。市场开发战略是企业用现有的产品开辟新的市场领域的策略。如果市场上企业现有的产品已经没有进一步渗透的余地时，就必须设法开辟新的市场，比如将产品由城市推向农村，由本地区推向外地区等等。 XX企业对于市场开发还存在一定疑问，对于如何进行新的目标市场细分、选择、定位。新顾客的发掘，新的营销渠道的的开辟，海外市场的寻找等等还没有能仔细进行计划准备的不足之处，本文针对这些问题，提出了新的，可靠，经济的营销渠道的开辟，未开发未饱和的新市场的寻找，企业剩余劳动力的使用，企业区域化扩张的目标等方法，来解决这些问题。笔者期待通过这些方法给企业新的活力，降低成本，提高效益。 关键词： 市场开发策略，新问题，解决办法 ABSTRACT Market development strategy is from the existing portfolio of products and new markets arising from the strategy slightly. It is a new development of existing products or new customers in order to expand the products at below-market sales strategy. Market development can be divided into regional development, the development of the domestic market and international market development. Market development strategy is to use existing products to new markets opening up the field of strategy. If the market existing products business has no further room for penetration, it must find ways to open up new markets, such as products from urban to rural areas, the region from outside the area and so on to. XX enterprise development for the market there is still a doubt, how to target new market segments, selection, positioning. Discover new customers, new marketing channels for the opening of overseas markets and so the search has not carefully planned to carry out the inadequacies of this paper to solve these problems, a new, reliable and open up marketing channels, unsaturated untapped market looking for new enterprises to use the surplus labor force, business goals, such as regional expansion method to solve these problems. I look forward to the adoption of these new vitality to the enterprise, reduce costs and improve efficiency. Keywords： market development strategy, new problems, the solution 目录 绪论 企业简介 企业现状 企业现状 企业品牌 企业面临的问题 一）自我形象的定位不利于开发市场市场调查不足甚至没有、时机的把握不准、谈判场所的选择不力、客户的选择上众时尚品牌 羽绒服专家项目 2004年 2005年 2006年 2007年 一、主营业务收入 6, 10,499.90 21,205.60 10,048.78 11,014.03 减：主营业务成本