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1、S02E025087王曉迪杭州愛麗芬公司營銷戰(zhàn)略研究復(fù)旦大學(xué)碩士學(xué)位論文杭州愛麗芬公司營銷戰(zhàn)略研究姓名：王曉茜申請學(xué)位級別：碩士專業(yè)：高級管理人員工商管理丨導(dǎo)教師：孫一民200405125S02E025087王曉迪杭州愛麗芬公司營銷戰(zhàn)略研究Abstract5S02E025087王曉迪杭州愛麗芬公司營銷戰(zhàn)略研究Nowadays,theinternationaleconomyisrapidlydeveloping,thedomesticmarketwhichhasoncebeenisolatedwiththeforeigncompetitorsa
2、felyhasnowbecometheplacethatgianfstrans-coiporationandglobalprofessionalmanufacturercontendforheartily.Managementideasandmethodsofeachenterprisearechallengedandchangedunderthismorecomplicatedandchangeablemarketenvironment,Companieswhichdaringtochangetowinalsoneedtofoundnewm
3、arketingideaandobtainnewpracticetechnicalability.ThisarticletrytoanalyzesthestrategicresponseHangZhouAlephanClothingCo_,Ltdshouldtakeinthefiercemarketcompetitionthroughprobingthelatestprogressofthemarketingtheoryandpractice,Thearticleanalyzesthecompetitiveenvironmentoftheco
4、mpanywithPESTmodel,andidentifiesthefactorsaffectingtheenterprise,includingthepoliticalfactors,theeconomicfactors,thesocio-culturalfactorsandthetechnologicalfactors.WiththefiveforcesmodelofcompetitionthatadjustedaccordingtotherealityofAlephandevelopedbyMichaelPorter,thisarti
5、clealsoanalyzestheexternalenvironmentsoftheenterprise，thecompetitiverivalsandthecompetitiontrendssystematicallyandobjectively.Onthebasicoftheanalysisoftheenterprise'sstructure,humanresource,productsmarketingstatus,finance,enterpriseresearchanddevelopmentandtheSWOTanalysisto
6、thestrength,weakness,opportunityandthreatsoftheenterprise.Fromtheaboveanalyses^thepaperdesignthebrandmarketingstrategiesforHangZhouAlephanClothingCo一，Ltd.Atthe6thpartofthepaper，thearticlefirstanalyzesthemarket^thenexpatiateHangZhouAlephanClothingCo_’Ltd’smarketingprogramspl
7、anningfromfourpartswhichincludedesigningproductsstrategies、designingpricestrategiesandprogramsselectingandmanagingmatketingchannels、designingpromotion-mixstrategies.The7thpartofthepaperexplainedtheassurancemeasureofAlephan'smarketingstrategies,Inordertoguaranteethatthebrand
8、marketingstrategiesofthecompanyisrealizedeffectively.Keywords：MarketingMarketsegme
