發(fā)布時(shí)間：2018-02-24 11:31

  本文關(guān)鍵詞： 綠色環(huán)保 營(yíng)銷包裝 采購(gòu)管理　出處：《華東理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：產(chǎn)品包裝是產(chǎn)品營(yíng)銷管理過(guò)程中的重要的組成部分,卓越、有效的產(chǎn)品包裝運(yùn)營(yíng)策略是提高企業(yè)營(yíng)銷收入以及利潤(rùn),推動(dòng)企業(yè)發(fā)展獲得良好業(yè)績(jī)的新?tīng)I(yíng)銷形式下的重要環(huán)節(jié)之一。同時(shí),國(guó)內(nèi)的兒童品牌服飾行業(yè)的競(jìng)爭(zhēng)非常激烈,若想奪得國(guó)內(nèi)兒童品牌服飾一席之地,通過(guò)進(jìn)一步深入研究?jī)和�品牌服飾產(chǎn)品包裝運(yùn)營(yíng)策略是兒童品牌服飾企業(yè)的必經(jīng)之路和重要的研究課題。本文研究了產(chǎn)品的綠色環(huán)保包裝的營(yíng)銷功效以及輔助營(yíng)銷作用的產(chǎn)品包裝運(yùn)營(yíng)策略,目的是為了分析基于兒童品牌服飾的產(chǎn)品包裝在運(yùn)營(yíng)管理中可能存在的誤區(qū),并通過(guò)進(jìn)一步重新認(rèn)識(shí),梳理,優(yōu)化和改進(jìn),用于構(gòu)建較為完整的,更高價(jià)值和有效的產(chǎn)品運(yùn)營(yíng)管理策略,推進(jìn)企業(yè)在產(chǎn)品包裝運(yùn)營(yíng)管理走上正確的科學(xué)之路,擴(kuò)大產(chǎn)品包裝在營(yíng)銷中的實(shí)際效用,提高企業(yè)的業(yè)績(jī)和影響力。本文首先歸納了產(chǎn)品包裝在企業(yè)營(yíng)銷戰(zhàn)略發(fā)展中的突出作用,對(duì)重新認(rèn)識(shí)產(chǎn)品包裝功效這一觀點(diǎn)提出并分析。然后,國(guó)內(nèi)兒童品牌服飾產(chǎn)品及包裝產(chǎn)業(yè)狀況做了概述和分析,歸納出兒童服飾產(chǎn)品包裝的發(fā)展趨勢(shì)。其次,進(jìn)一步分析包裝營(yíng)銷策略,指導(dǎo)產(chǎn)品包裝采購(gòu)決策。再次,在營(yíng)銷驅(qū)動(dòng)的采購(gòu)管理策略中所包括的采購(gòu)策略、采購(gòu)業(yè)務(wù)流程化策略、供應(yīng)鏈信息化策略、產(chǎn)品包裝成本的管控與降低策略等方面進(jìn)行細(xì)分研究。營(yíng)銷驅(qū)動(dòng)的采購(gòu)管理策略符合公司的發(fā)展需要,深入研究指導(dǎo)實(shí)踐具有十分重要的意義。本文中的營(yíng)銷功能的產(chǎn)品包裝運(yùn)營(yíng)管理方法是理論結(jié)合實(shí)際的管理方法,同時(shí)對(duì)于其他相似的企業(yè)也會(huì)有一定的借鑒意義和參考價(jià)值。
[Abstract]:Product packaging is an important part in the process of product marketing management. At the same time, the competition of children's brand clothing industry in China is very fierce, if you want to win a place of domestic children's brand clothing, Through further research on children's brand clothing product packaging operation strategy is the only way and an important research topic for children's brand clothing enterprises. This paper studies the marketing effect and auxiliary camp of the green and environmentally friendly packaging of the products. Marketing strategy for product packaging, The purpose of this paper is to analyze the possible misunderstandings in the operation and management of the product packaging based on children's brand clothing, and to use it to construct a more complete product through further rethinking, combing, optimizing and improving. Higher value and effective product operation management strategy, to promote the enterprise to take the correct scientific road in product packaging operation management, to expand the actual utility of product packaging in marketing, This paper first summarizes the prominent role of product packaging in the development of enterprise marketing strategy, and puts forward and analyzes the viewpoint of re-understanding the efficacy of product packaging. This paper summarizes and analyzes the situation of children's brand clothing products and packaging industry in China, and sums up the development trend of children's clothing products packaging. Secondly, it further analyzes the packaging marketing strategy to guide the purchasing decision of product packaging. In the marketing driven procurement management strategy, including the procurement strategy, procurement business process strategy, supply chain information strategy, Product packaging cost control and reduction strategies are subdivided. Marketing driven procurement management strategy meets the needs of the company's development. It is of great significance to study and guide the practice deeply. The marketing function of this paper is the management method of product packaging operation, which combines theory with practice, at the same time, it will also have certain reference significance and reference value for other similar enterprises.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.86

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