[论文]乐高中国市场营销策略研究

本科论文乐高中国营销策略研究摘 要不断发展的社会经济使得人们的日常生活中随处可见市场营销的影子。如何提高市场营销的效果以提升企业在市场的占有率，掌握有效的市场营销手段成为关键，可以提高企业的市场竞争力。经济来往活动频繁的各个国家在全球化高速发展的背景下不断壮大。而新的时代需要新的经济体制，从前的经济制度注定是要被淘汰的。经济一体化使得国外的竞争者也对国内市场的竞争者带来了压力，同时，国外竞争者要想立足于国内市场也需要牢牢掌握这个国家的市场环境同时进行相应的市场分析作出匹配度较高的市场营销策略来迎合市场需求从而达到获利目的。而企业营销者必做的功课——对消费者市场进行研究是重中之重。由准确分析营销消费者购买行为的因素而制定出的营销策略是通过对消费者市场的具体研究制定出的，其具有重要的意义对于市场营销者在市场中掌握主动权。。本文通过对国际玩具品牌乐高在中国市场所进行的营销策略分析来达到提高企业在新的市场环境下的市场营销能力，从而帮助更多的企业获得更多的经济效益。本科论文关键词：经济全球化；乐高；市场竞争；营销策略AbstractThe continuous development of social economy makes the shadow of marketing everywhere in people's daily life. How to improve the effect of marketing to enhance the market share of enterprises, grasp effective marketing means become the key, can improve the market competitiveness of enterprises. Countries with frequent economic activity are growing under the background of rapid globalization. And the new era needs a new economic system, the former economic system is destined to be eliminated. Economic integration puts foreign competitors under pressure on domestic competitors, and foreign competitors need to be firmly in control if they want to base themselves on the domestic market The country's market environment simultaneously carries on the corresponding market analysis to make the high matching degree marketing strategy to cater to the market demand thus achieves the profit goal. And the enterprise marketer must ...