XQ体育用品有限公司差异化营销策略研究工商管理专业论文.docx

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XQ体育用品有限公司差异化营销策略研究工商管理专业论文.docx

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XQ体育用品有限公司差异化营销策略研究工商管理专业论文

目录第 1 章绪论 ················································································· 1 1.1 选题背景及意义 ······································································· 1 1.1.1 选题背景········································································ 1 1.1.2 研究意义········································································ 1 1.2 研究方法及思路 ······································································· 2 1.2.1 研究方法········································································ 2 1.2.2 研究思路········································································ 2 第 2 章文献综述与相关理论基础·························································· 3 2.1 文献综述················································································ 3 2.2 相关理论基础·········································································· 5 2.2.1 STP 理论 5 2.2.2 差异化营销理论······························································· 8 2.2.3 价值链管理理论······························································10 第 3 章 XQ 体育用品有限公司的发展现状及 SWOT 分析 ···························12 3.1 我国体育用品企业发展现状 ·······················································12 3.2 XQ 体育用品有限公司的发展现状 14 3.3 XQ 体育用品有限公司的 SWOT 分析 15 优势（strength） 16 劣势（weakness） 17 机会（opportunity） 18 威胁（threats） 18 HYPERLINK \l _TOC_250001 第 4 章 XQ 体育用品有限公司差异化营销现状及问题分析 20 4.1 XQ 体育用品有限公司差异化营销现状 20 4.2 XQ 体育用品有限公司差异化营销存在的问题及原因 21 HYPERLINK \l _TOC_250000 第 5 章 XQ 体育用品有限公司差异化营销策略 25 5.1 产品差异化营销策略 ································································25 5.2 渠道差异化营销策略 ································································28 5.3 服务差异化营销策略 ································································29 5.4 价格差异化营销策略 ································································30 5.5 品牌差异化营销策略 ·······························································31 第 6 章结语 ················································································33 参考文献 ······················