论狮岭镇皮革皮具产品出口的营销策略及发展对策
摘 要
广州市花都区狮岭镇皮革皮具产业在我国皮具业经济和社会发展中具有举足轻重的作用，是花都区四大产业之一。然而在实际工作中，出口营销策略中存在的问题，已成为制约狮岭皮革皮具产业走出去发展的主要障碍。本文针对此现状，系统分析了狮岭镇皮革皮具产品出口营销策略中存在的问题，指出了打造自主品牌、设立皮革皮具TBT研究基地、建设质量监督检验中心、加强在职培训与注重人才培养是当前狮岭镇皮革皮具产业实现更好地在全球皮具行业竞争的主要发展对策。
本文由四个部分构成：第一章包括了本文写作的意义，现有的研究成果综述，本文的主要研究内容及中心思想；第二章分析了狮岭镇皮革皮具产品出口营销策略，包括产品策略、定价策略、渠道策略和促销策略等四个方面；第三章总结分析了狮岭镇皮革皮具产品出口营销策略中存在的问题，包括产品品牌带动力较弱、产品差异化发展能力不强、产品质量监测力度较弱、专业人才匮乏等；第四章提出了对完善狮岭镇皮革皮具产品出口营销策略的建议。
关键词：狮岭镇，皮革皮具，出口，营销策略
Abstract
Leather industry of Shiling Town, Huadu District, Guangzhou, has a pivotal role in China's leather industry economic and social development, is one of four major industries of Huadu District. However, in practical work, export marketing strategy problems, has become a major obstacle for Shiling leather industry to develop. I will analysis the status of the Shiling Town leather products export marketing strategy problems, pointed out to build their own brands, setting up research bases TBT of leather goods, constructing Quality Supervision and Inspection Center, strengthen vocational training and pay attention to personnel training are the main measures for Shiling Town leather industry to achieve a better competition in the global leather industry at this moment.
This paper consists of four parts: Chapter 1 includes the significance of writing this article ,the existing research summaries and the main research content and the central idea of this paper; Chapter 2 analyzes the Shiling Town leather export marketing strategy, including product strategy , pricing strategy, channel strategy and promotional strategies in four areas; Chapter 3 summarizes and analyzes the Shiling Town leather exports problems in marketing strategy, including product brand driving force is weak, development capability of product differentiation is not strong, product quality monitoring intensity is weak, lack of professionals, etc.; Chapter 4 put forward suggestions to solve the problems of Shiling Town leather products export marketing strategy.
Key words:Shiling Town, leather goods, export, marketing strategy
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