博士伦营销策略问题及对策研究.doc

随着我国经济的日益发展，综合实力逐渐壮大，我们国家在世界上的地位也是不容忽 视的。为了使我们国家不断强大，我国国民的素质及各方面人才的培养则成为了一个很 重要的问题。现在国家对我国教育事业非常重视，使学生的学业加重，导致青少年患有 近视的比重越来越大。作为眼镜行业领航者的博士伦公司则不会放过这个商机。博士伦 公司的眼镜已经进入中国市场二十多年，一直处于该行业的前列，其隐形眼镜更是家喻 户晓。面临现在竞争日益激烈的社会，产品的营销策略已经成为产品销售中最重要的因 素，因此对博士伦隐形眼镜的营销策略进行研究，具有非常重要的现实意义。 本论文以博士伦公司的隐形眼镜为研究对象，运用市场营销学等原理，分析其目前 市场营销策略的现状和其中存在的问题，并提出了一些对策。本论文共包括五部分，其 中第一部分主要就论文中涉及的营销策略理论进行简要介绍；第二部分主要介绍博士伦 公司的概况；第三部分对博士伦隐形眼镜营销环境的各个要素进行了详尽的分析；第四 部分是博士伦隐形眼镜营销策略现状及存在问题分析；第五部分提出了博士伦隐形眼镜 的营销对策。 关键词：博士伦；隐形眼镜；营销策略；市场定位 Abstract Along with our country economys flourishing more and more daily, the comprehensive strength expands gradually, our countrys in world status is also not allow to neglect. In order to cause our country to be unceasingly formidable, our country nationafs quality and various aspects talented persons raise has become a very important question. Now the country takes seriously to our country education, to cause students studies aggravation, causes the young people to contract nearsightednesss proportion to be getting bigger and bigger. A roentgen company will not let off this opportunity as eyeglasses profession navigators doctor. Doctor the roentgen companys eyeglasses already entered the Chinese market more than 20 years, has been in this profession the front row, its contact lenses are widely known. Competed the intense society faced with the present, the product marketing strategy already became in day by day the product sale the most important factor, therefore the roentgen contact lenses1 marketing strategy conducted the research to doctor, had the very vital practical significance. The present paper take doctor the roentgen companys contact lenses as the object of study, utilizes principles and so on market marketing study, analyzes its present market marketing strategy the present situation and exists the question, and proposed some countermeasures. The present paper altogether includes five parts, the first part mainly involves on the paper in the marketing game theory carr