学校编码：10384 分类号 密级

学号：X2007155048 UDC

硕 士 学 位 论 文

祥兴公司国内市场营销策略研究

A Study on Domestic Marketing Strategy of Xiangxing Group

曾凤

指 导 教 师 姓 名 ： 谢 导 副 教 授

专 业 名 称 ： 工商管理(MBA)

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2

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2015 年 8 月

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厦门大学博硕士论文摘要库

中文摘要

I

中文摘要

目前国内箱包产品的市场竞争可谓异常惨烈，主要市场被各大国际品牌占

领，国内以及非主流品牌不得不开始进入更加细分的市场，竞争异常激烈，行

业整体利润不断缩减。在此过程中，一些规模较小的箱包企业逐步退出市场，

整个箱包市场的竞争态势逐渐回归品牌核心价植的竞争。当前对于市场营销策

略的研究涉及营销学、经济学、管理学等多个学科。作者在借鉴中外营销学者

研究的方法和研究形成的成果的基础上，从市场营销概念入手，选取祥兴（福

建）箱包集团有限公司（以下简称祥兴公司）箱包产品的市场营销策略为研究

对象。本文首先介绍祥兴公司的发展状况及其箱包产品的营销现状，分析其现

有营销模式存在的不足及其原因，并提出祥兴公司箱包产品市场营销策略和实

施方法。本研究中，作者对祥兴公司箱包产品市场营销策略的研究，不仅为祥

兴公司运营活动提供了理论指导，确定其未来的企业发展方向和目标，而且对

从事箱包产品生产和营销的其他同类企业，也具备一定程度的参考作用和理论

借鉴意义。

关键词：箱包；市场营销；祥兴

厦门大学博硕士论文摘要库

Abstract

II

Abstract

At present,the suitcase market is in fierce competition. With the major market

occupyed by lots of international brands,other brands have to throw themselves into the

battle for seizing the market segments, and that led to falling margins more . As some of

the small suitcase enterprises gradually withdraw from the market , the entire market

comes back to core value competition. The Marketing strategy is a multiple-subject,

which includs marketing, economics, management science, and other disciplines.Referring

to the research method and results of marketing schorlars from home and abroad, author

starts from the marketing concept, selects the marketing of suitcase product of Xiangxing

(Fujian) Bag&Suitcase Group Co.,Ltd (Xiangxing Group) as the research object,

introduces Xiangxing Group’s marketing situation and development status,based on the

principal of seeking truth from facts, analyzes the limitations and causations of the current

marketing system and aims at studying and making out Xiangxing Group’s operative

marketing strategy andsecurity implementation.In the article,a study on the markeing

strategy of Xiangxing’s suitcase product not only providestheoretical guidance for the

Group, direct the future development and the goal, help to its growth and expansion, and

also gives certain reference value and significance to suitcase manaufacturer or some

marketing industry.

Key words：suitcase;marketing management;xiangxing

厦门大学博硕士论文摘要库

目 录

III

目 录

第一章 绪论 .............................................................................................. 1

第一节 论文研究背景及目的 ...................................................................................... 1

第二节 研究内容及框架 .............................................................................................. 2

一、现实意义 ............................................................................................................ 2

二、理论意义 ............................................................................................................ 2

第三节 研究思路与方法 .............................................................................................. 2

一、研究的主要思路 ................................................................................................ 2

二、研究方法 ............................................................................................................ 4

第二章 市场营销研究综述及相关理论概述 .......................................... 5

第一节 市场营销研究综述 .......................................................................................... 5

一、现代市场营销学形成阶段 ................................................................................ 5

二、市场营销学应用时期① ...................................................................................... 5

三、市场营销学概念变革期 .................................................................................... 5

四、市场营销学成熟时期 ........................................................................................ 5

五、“客户关系”研究 .............................................................................................. 6

六、“营销策略制定方法”研究 .............................................................................. 6

第二节 相关营销理论概述 .......................................................................................... 6

一、4P 与 6P 理论 .................................................................................................... 6

二、4C 理论 ............................................................................................................. 6

三、4R 理论 ............................................................................................................. 7

四、客户关系管理理论 ............................................................................................ 7

第三章 箱包行业背景介绍及祥兴公司简介 .......................................... 9

第一节 箱包行业发展状况 .......................................................................................... 9

一、全国箱包行业概况 ............................................................................................ 9

二、全国箱包进出口情况 ...................................................................................... 10

厦门大学博硕士论文摘要库

祥兴公司国内市场营销策略研究

IV

第二节 祥兴公司概况 ................................................................................................ 11

第四章 箱包行业宏观环境及祥兴公司箱包产品SWOT分析 ...................... 13

第一节 宏观环境分析 ................................................................................................ 13

一、政治环境 .......................................................................................................... 13

二、经济环境 .......................................................................................................... 14

三、社会环境 .......................................................................................................... 14

四、科技环境 .......................................................................................................... 15

第二节 祥兴公司箱包产品的 SWOT 分析 .............................................................. 16

一、优势 .................................................................................................................. 16

二、劣势 .................................................................................................................. 17

三、机遇 .................................................................................................................. 19

四、威胁 .................................................................................................................. 21

五、战略选择 .......................................................................................................... 22

第五章 祥兴公司箱包产品市场营销策略 ............................................ 23

第一节 祥兴公司箱包产品的 STP 战略 .................................................................. 23

一、细分市场 .......................................................................................................... 23

二、目标市场的选择 .............................................................................................. 23

三、市场的定位 ...................................................................................................... 24

第二节 祥兴公司箱包产品的国内市场营销策略 .................................................... 26

一、产品策略 .......................................................................................................... 27

二、定价策略 .......................................................................................................... 28

三、渠道策略 .......................................................................................................... 30

四、促销策略 .......................................................................................................... 33

五、客户关系管理策略 .......................................................................................... 35

第六章 祥兴公司箱包产品市场营销策略实施保障 ............................ 38

第一节 营造良好的内部环境 .................................................................................... 38

一、提升员工满意率 .............................................................................................. 38

二、加强企业文化建设 .......................................................................................... 38

厦门大学博硕士论文摘要库

目 录

V

第二节 强化组织保障 ................................................................................................ 39

一、营销中心 .......................................................................................................... 39

二、研发中心 .......................................................................................................... 39

第三节 人力保障 ........................................................................................................ 39

一、培训管理 .......................................................................................................... 40

二、绩效考核 .......................................................................................................... 40

第四节 资金保障 ........................................................................................................ 41

第七章 结语 .......................................................................................... 42

参考文献 ..................................................................................................... 43

后 记 ....................................................................................................... 44

厦门大学博硕士论文摘要库

Contents

VI

Contents

Chapter 1 Introduction ···························································· 1

Section 1 Background and bjectives ·························································· 1

Section 2 Contents and Framework ·························································· 2

1. Practical Significance ········································································· 2

2. Theoretical Significance ······································································ 2

Section 3 Ideas and Methods ··································································· 2

1. The Main Train of the Thought ······························································ 2

2.The Methodologies for This Study ·························································· 4

Chapter 2 Concepts and Theories Reference ································· 5

Section 1 Marketing Research Summary ···················································· 5

1. Modern Marketing Formation Stage ························································ 5

2. Marketing Application Period ······························································· 5

3. Marketing Conception Transformation Period ············································ 5

4. Marketing Mature Stage ······································································ 5

5. Customer Relationship Research ···························································· 6

6. Method of Marketing strategies-Making ··················································· 6

Section 2 Theory Reference ···································································· 6

1.The Theory of 4P and 6P ······································································ 6

2.The Theory of 4C ·············································································· 6

3.The Theory of 4R ·············································································· 7

4.The Theory of Customer Relationship ······················································ 7

Chapter 3 Marketing Analysis on Luggage Industry Background

and Xiangxing Group ······························································ 9

Section 1 Marketing Analysis on Luggage Industry ······································· 9

1.Overview in the suitcase industry of China ················································ 9

2.The suitcase import and export situation of China ······································· 10

Section 2 Current Status of Xiangxing Group ············································· 11

Chapter 4 Macro Marketing-Environment Analysis and SWOT Analysis

on Xiangxing Bags ································································· 13

厦门大学博硕士论文摘要库

祥兴公司国内市场营销策略研究

VII

Section 1 Macro Marketing-Environment Analysis ······································ 13

1. Political Environment ······································································· 13

2. Economic Environment ····································································· 14

3.Social Environment ··········································································· 14

4. Technogical Environment ··································································· 15

Section 2 SWOT Analysis ······································································ 16

1. Strength ························································································ 16

2.Weakness ······················································································· 17

3.Opportunity ···················································································· 19

4.Threat ··························································································· 21

5.Strategic Option ··············································································· 22

Chapter 5 Marketing Strategy Formulation of Xiangxing Bags ········· 23

Section 1 STP Strategy ········································································· 23

1.Market Segmentation ········································································· 23

2.Target Market Option ········································································· 23

3.Market Positioning ············································································ 24

Section 2 Domestic Marketing Strategies ··················································· 26

1.Product Strategy ··············································································· 27

2.Pricing Strategy ··············································································· 28

3.Channel Strategy ·············································································· 30

4.Promotion Policy ·············································································· 33

5.Customer Relationship Management Strategy ············································ 35

Chapter 6 Marketing Strategies' Implementation Guarantee Mechanism

························································································· 38

Section 1 Creating a Good Internal Environment ········································ 38

1.Improve Employee Satisfation Rate ························································ 38

2.Enhance Corporate Culture Construction ·················································· 38

Section 2 Strenghening Organizational Guarantee ······································· 39

1.Marketing Center ············································································· 39

2.R&D Center ··················································································· 39

Section 3 Human Resource Support ························································· 39

1.Training Management ········································································ 40

2.Performance Assessment ····································································· 40

厦门大学博硕士论文摘要库

Contents

VIII

Section 4 Financial Support ··································································· 41

Chapter 7 Conclusion ····························································· 42

References ··········································································· 43

Postscript ············································································ 44

厦门大学博硕士论文摘要库

第一章 绪论

1

第一章 绪论

本章将着重介绍本文的研究背景、研究目的及思路。

第一节 论文研究背景及目的

改革开放以来，我国箱包产业发展迅速，逐渐成为世界上主要的生产和加

工基地之一。据统计(中国皮具网，2011 年 1 月 7 日)，中国箱包产品年销售

额已达到 5000 亿元，经过 20 年高速发展，全球箱包产品中将近 70％以上属

于中国制造。中国箱包制造业从小型的家庭作坊式的小手工业发端，行业从业

人员已达到 200 多万左右，逐渐发展成为企业数量超过 2.6 万家的产业。然而，

目前充斥在中国市场的箱包产品品牌主要来自国外，据统计，2011 年中国十

大箱包产品品牌依次为：一是路易威登（Lv）；二是古琦（Gucci）；三是香

奈儿（Chanel）；四是普拉达（Prada）；五是圣大保罗（Polo）；六是迪奥

（Dior）；七是寇驰（Coach）；八是登喜路（Dunhill）；九是金利来（Goldlion）；

十是芬迪（Fendi）。目前，中国的箱包产业面临着严峻的挑战，如顶级国际

箱包的竞争、人民币升值、劳动力短缺、经济下行压力增大等。在上述因素的

影响下，箱包产业内外带来了许多不稳定的情况，出口形势的恶化也使得这行

业发展也相应的放慢了脚步。另一方面，我国箱包产品市场发展潜力巨大，让

国际品牌垂涎不已，纷纷加快了开拓中国市场步伐。

为此，作者认为拓展内销市场、发展自有品牌是祥兴公司箱包产业最好的

选择。因为中国箱包市场潜力巨大，而且品牌箱包占有的市场份额较低，市场

留有较大的空白，在目前箱包行业从低端、中端、直至高端都没有真正的绝对

强势的全国性品牌的情况下，如果企业能够加快市场定位，拓展市场，最快地

建立强势品牌，企业就能够最快地为市场接受。正是在这个写作背景下，本文

探讨了祥兴公司箱包产品的市场推广及其品牌化建设之路，希望能够对该公司

的市场推广及其品牌化之路有所裨益，同时也为我国其他箱包企业的发展提供

借鉴。

厦门大学博硕士论文摘要库

祥兴公司国内市场营销策略研究

2

第二节 研究内容及框架

本节主要阐述本文研究的现实意义和理论意义。

一、现实意义

箱包创新服务的缺失和营销模式的缺陷，导致了祥兴公司箱包产品品牌传播的

无法实现倍增效应。特别是在箱包产品市场竞争日趋白热化的情况下，消费者资源

也由于箱包产品公司的增多而相对变得稀少，祥兴公司面临的形势也越发严峻。因

此，祥兴公司应改变传统的营销模式，创新的把以传统商业终端的被动的等客上门

的销售方式变为主动的到客户终端上宣传来带动传统终端的销售，诸如加强宣传、

推广，做好售后服务，建立有力的合作团队，广泛搜集市场信息等方式方法显得尤

为重要。因此，本文选择箱包产品为研究对象，对祥兴公司的市场营销策略进行研

究，有利于改善该公司箱包产品的营销方式，开辟一条切实可行的营销道路，有利

于该公司稳步占领全国各地市场，从而建立长久的品牌优势。

二、理论意义

本文选择祥兴公司箱包产品的市场营销策略进行研究，对从事箱包产品生产、

销售的其他企业也有一定的参考价值和借鉴意义。同时，当前学术领域对箱包产品

用户的市场营销应用研究还较为分散和凌乱，相信本文对相关领域的营销研究有一

定的理论借鉴意义。

第三节 研究思路与方法

一、研究的主要思路

本文在借鉴中外营销学者的研究方法和研究成果的基础上，从市场营销概念入

手，选取祥兴公司箱包产品的市场营销为研究对象。本着实事求是的原则，结合祥

兴公司箱包产品的营销现状和公司发展状况，分析其营销模式存在的不足及其原因，

研究制定了该公司箱包产品新的营销策略（见表 1-1）。

本文主要分为六个部分进行论述：第一部分，绪论部分，主要论述本文的研究

背景，目的、意义以及本文的研究思路和研究内容；第二部分为相关研究综述以及

对营销策略相关理论概述，为该公司的营销策略打下理论基础；第三部分主要是对

厦门大学博硕士论文摘要库

第一章 绪论

3

该全国箱包行业概况及祥兴公司基本情况进行分析；第四部分是对箱包行业宏观环

境进行分析和对祥兴公司箱包产品进行 SWOT 分析法，指出当前面临的主要问题；第

五部分是在初步确定箱包产品市场营销策略制定原则的基础上，研究祥兴公司市场

营销目标市场的选择与市场定位，并对该公司箱包产品市场营销策略制定展开积极

而又合理的探索；第六部分主要从营造良好的内部环境、组织保障、人力保障、资

金保障等方面，探索该公司箱包产品目标市场营销策略实施保障；第七部分结论。

表 1-1 本文研究技术路线

资料来源：作者自制

问题提出 相关理论 研究思路与方法

祥兴公司箱包产品营销环境分析

公司概况 宏观环境 行业营销环境 SWOT 分析

公司目标市场选择与市场定位

公司存在的问题及其原因

促进祥兴公司发展的营销策略

促进祥兴公司发展的营销策略的实施保障

观念保障 组织保障 人力保障 费用保障

结论与启示

厦门大学博硕士论文摘要库

祥兴公司国内市场营销策略研究

4

二、研究方法

（一）文献研究法

文献研究法是本研究采用的主要的方法。在研究过程中，通过对国内外涉及市

场营销策略理论的研究文献和学术成果进行检索研究，寻找理论依据，从而把握住

目前国际上市场营销理论和营销策略研究的理论和前沿动态。

（二）PEST 分析法

PEST 分析法是对企业所处的外部宏观环境进行分析的一种研究方法。研究过程

中，主要针对影响祥兴公司经营的各种宏观力量，即政治（Political）、经济

（Economic）、社会（social）和技术（Technological）这四大类影响企业的主要

外部环境因素进行分析，从而正确认识企业经营所处外部环境。

（三）SWOT 理论分析法

本研究针对目前的箱包产品市场现状和祥兴公司的营销手段既面临的内外部环

境，设计研究 SWOT 综合矩阵分析表，并综合运用营销学、经济学、管理学等学科,

对祥兴公司箱包产品的市场营销进行评价，发现不足并分析其原因，进而提出解决

方案。

（四）归纳研究法

归纳即通过观察客观事实，把这些事实进行分类，然后考察它们之间的因果关

系，从而得出结论。本论文将对祥兴公司的营销方式和综合环境进行研究，以期得

出完善该公司市场营销策略的优化方案。

厦门大学博硕士论文摘要库

Degree papers are in the “Xiamen University Electronic Theses and

Dissertations Database”.

Fulltexts are available in the following ways:

1. If your library is a CALIS member libraries, please log on

http://etd.calis.edu.cn/ and submit requests online, or consult the interlibrary

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厦门大学博硕士论文摘要库