| Outdoor industry is a new industry. In recent years, The Speed of Outdoor industry developing is very quick. On the other hand.The competition is harder in Outdoor industry .As an efficient method, promotion is used wildly by many enterprises. Promotion has become a key role in marketing. The discourse mainly research promotion strategy of M outdoor co., ltd.The task is to design a proposal of promotion, to improve sale, brand promotion, establish relation between enterprise and customers.In the discourse, adopting the theory of Integrated Marketing Communication, research promotion of outdoor industry.To achieve goal of promotion, adopting some effective methods, including advertisement, public relation, sale promotion, personal selling, experience Marketing, and so on. These methods are also the tool of communication.Tow proposal of promotion, one face customers, another face dealer. Proposal face customers include pulling market, pushing market; enhance relation between M outdoor co., ltd and customers. The aim of promotion including is not only to increase sales, but also enhance communication, Promote the image of brand, establish relation between enterprise and customers. Enterprise must knowledge the need of customers, and then meets the need of customers. In this way, Enterprise may sales products and made profit. Proposal face dealers increase quantity of stock., support dealers'retail, Enhance relation between M outdoor co., ltd and dealers. Realize common development of M outdoor co., ltd and dealers. The discourse could provide some advice to M outdoor co., ltd.The discourse is divided into six chapters. Chapter 1:Introduction, include Background and meaning for research, Research thought and structure, Research Methods and Creative Point. Chapter 2:Relative documents, include Concepts and Patterns of promotion, integrated marketing communication, Function and meaning of promotion. Chapter 3:Analysis of current promotion situation of M Outdoor Co., Ltd, include General Situation of M Outdoor Co., Ltd, The Development Situation of outdoor industry, The characteristics of outdoor, Customer's character, Current situation of promotion and question.Chapter 4:proposal design of promotion, include Basis of design, Goals and Principles of design, Design of promotion proposal, Frame of proposal. Chapter 5:Supporting measures of proposal,include The close coordination of relevant departmen, Personnel training, Establish Customer relations with CRM, Enhance image of storefront. Chapter6:Conclusion and outlook. |
PDF Full Text Request