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随着“互联网+”时代到来,市场环境日新月异,经济格局不断变革,企业在面对着不断增长的竞争压力下,除要有优质的产品,高效的管理外,还必须有与时俱进的营销策略,才能让企业在良性发展的道路上前进。宁波博洋家纺有限公司成立于1995年,是中国纺织行业的先行者,有“中国人的家纺从博洋开始”的美誉!在过去的二十余年期间,在众多的家纺企业中脱颖而出,知名度也在逐日攀登,“博洋为爱而来”的广告语更是深入人中。然而在嘉兴市场上博洋家纺的销售势头不强,品牌优势也不明显,商家一直不得其解,本文以“O2O”模式下,结合嘉兴的市场调研,为博洋家纺如何寻求一套正确、创新及具有市场价值的营销模式提出建议。
With the arrival of “Internet + ”, the market environment is changing with each passing day and the economic structure is constantly changing. In the face of the ever-increasing pressure of competition, enterprises must have time-honored products in addition to high-quality products and efficient management Into the marketing strategy, in order to allow enterprises to move forward on the road to healthy development. Founded in 1995, Ningbo Boyang Home Textiles Co., Ltd. is the forerunner of China’s textile industry and enjoys the reputation of “Home Textiles from China”. During the past twenty years, it has stood out among many textile enterprises , The popularity is also climbing daily, “Bo Yang for love ” slogan is more in-depth. However, the sales of Bo Yang Home Textiles in Jiaxing market is not strong and its brand advantage is not obvious. The merchants have been puzzled. In this paper, under the mode of “O2O”, combined with the market research of Jiaxing, Correct, innovative and market value of the marketing model to make recommendations.