随着中国经济的发展，促销礼品行业也在不断经历着变革和发展。我国促销 礼品行业十分巨大，是一个万亿级市场，而且伴随着互联网技术的发展， 国家开 始对各个行业要求进行电商化采购，会带动促销礼品行业进入快速发展的黄金时 期。从行业格局来看，从事促销礼品供应的企业有上万家，H商贸公司在促销礼品 这个万 亿级市场中，市场份额不足0.5%。促销礼品行业格局十分分散，呈现出规 模小、数量多等特点。而且促销礼品行业进入门槛低，没有壁垒，行业内的公司 多以中小企业为主，公 司进入和退出比较频繁，导致H商贸公司会面临大量的潜 在竞争对手的进入，扰乱市场价格、抢占客户、抢夺H商贸公司的市场份额等。 而且随着现代服务业的发展，客户对促销 礼品从包装、质量、设计以及产品与促 销活动的贴合度上要求也越来越高。对于H商贸公司在产品更新、产品吸引力和 服务时效等诸多方面也提出了更高的要求和挑战。对于H商 贸公司在面临行业发 展带来的机遇和挑战的同时，如何建立一套符合自身发展的营销策略，在未来的 市场竞争中脱颖而出是目前最需要解决的问题。 本文希望从H商贸公司的宏 观营销环境和竞争环境入手，了解H商贸公司所 面临的外部环境和竞争环境的情况，明确对于企业发展的有利和不利的因素。再 结合STP理论从市场细分、目标市场选择到重新确 立H商贸公司的市场定位。运 用4P理论对H商贸公司的营销现状进行分析，找出公司在营销策略方面存在的问 题，帮助公司提升产品、价格、渠道、促销和推广方面的策略。同时 为了保证营 销策略的实施，要提供人才技能、信息系统建设、企业文化方面的保障。 通过以上的分析，希望能给H商贸公司促销礼品的业务发展提供一定的参考； 同时H商贸公司 作为促销礼品行业中的一员，希望通过对H商贸公司和促销礼品 行业的分析，能给其他的促销礼品供应商以及促销礼品行业的发展提供一定的借 鉴意义。 关键词：H商贸公司，促 销礼品，营销策略 II Abstract With the development of China's economy, the promotional gift industry is also constantly undergoing changes and development. China's promotional gift industry is very huge, a trillion-level market, and with the development of Internet technology, the country began to require e-commerce procurement for various industries, which will drive the promotional gift industry into a golden period of rapid development. From the perspective of the industry pattern, there are tens of thousands of companies engaged in the promotion of gifts. H-commerce companies have a market share of less than 0.5% in the trillion-dollar market of promotional gifts. The pattern of the promotional gifts industry is very fragmented, showing a small scale and a large number. Features. Moreover, the entry threshold of the promotional gift industry is low and there are no barriers. Most companies in the industry are mainly small and medium-sized enterprises. The company enters and exits more frequently, resulting in H-commerce companies facing a large number of potential competitors entering, disrupting market prices, seizing customers, To snatch the market share of H Trading Company. And with the development of the modern service industry, customers are increasingly demanding promotional gifts in terms of packaging, quality, design and fit of their products. The H- commerce company also puts forward higher requirements and challenges in many aspects such as product updates, product attractiveness and service timeliness. Therefore, for H-commerce companies to face the opportunities and challenges brought by the industry development, how to establish a set of marketing strategies in line with their own development and stand out in the future market competition is the most urgent problem to be solved. This article hopes to start from the macro marketing environment and competitive environment of H Trading Company, understand the external environment and competitive environment that H Trading Company faces, and clarify the favorable and unfavorable factors for the development of the enterprise. Combined with STP theory, the market is re-established from market segmentation and target market selection. Use 4P theory to analyze the marketing status of H-commerce company, find out the company's marketing strategy problems, and help the company improve product, price, III channel, promotion and promotion strategies. At the same time, in order to ensure the implementation of marketing strategies, it is necessary to provide guarantees for talent skills, information system construction, and corporate culture. Through the above analysis, I hope to provide a certain reference for the business development of H-commerce company's promotional gifts; at the same time, as a member of the promotional gift industry, H-commerce company hopes that it can give other Of promotional gift providers and the development of the promotional gift industry provide some reference. Key words: H Trading Company, Promotional gifts, Marketing strategy IV 目 录 第一章 绪论 ........................................................ 1 1.1 研究背景与意义 ............................................... 1 1.1.1 研究背景 ............................................... 1 1.1.2 研究意义 ............................................... 2 1.2 主要研究内容及方法 ........................................... 2 1.2.1 主要研究内容 ........................................... 2 1.2.2 研究方法 ............................................... 4 1.3 研究路径 ..................................................... 4 第二章 相关理论概述 ................................................ 6 2.1 促销礼品的概念和特点 ......................................... 6 2.2 PEST模型 ..................................................... 6 2.3 波特五力模型理论 ............................................. 7 2.4 4P理论 ....................................................... 8 2.5 STP理论 ...................................................... 8 第三章 H商贸公司的营销环境分析 ..................................... 9 3.1 H商贸公司的概况 .............................................. 9 3.2 H商贸公司促销礼品市场宏观环境分析 ........................... 10 3.2.1 政治法律环境分析 ...................................... 10 3.2.2 经济环境分析 .......................................... 11 3.2.3 技术环境分析 .......................................... 13 3.2.4 文化环境分析 .......................................... 14 3.3 基于波特五力模型的H 商贸公司的竞争环境分析 .................. 15 3.3.1 H商贸公司下游工厂讨价还价能力分析 ..................... 15 3.3.2 促销礼品的替代品替代能力分析 .......................... 17 3.3.3 促销礼品行业潜在竞争者进入的能力分析 .................. 19 3.3.4 促销礼品行业内现在的竞争对手竞争能力分析 .............. 20 3.4.5 企业客户的讨价还价能力分析 ............................ 21 第四章 H商贸公司的营销现状及问题分析 .............................. 23 4.1 H商贸公司的营 销现状 ......................................... 23 V 4.1.1 H商贸公司的营销战略分析 ............................... 23 4.1.2 H商贸公司的产品分析 ................................... 24 4.1.3 H商贸公司的价格分析 ................................... 25 4.1.4 H商贸公司的促销和推广分析 ............................. 25 4.1.5 H商贸公司的渠道分析 ................................... 25 4.1.6 H商贸公司的关系营销 ................................... 25 4.2 H商贸公司营销策略存在问题 ................................... 26 4.2.1 市场定位模糊 .......................................... 26 4.2.2 缺乏有竞争力的产品 .................................... 27 4.2.3 产品价格缺乏竞争力 .................................... 27 4.2.4 促销和推广方式单一 .................................... 28 4.2.5 分销渠道单一 .......................................... 28 4.3 H商贸公司营销策略存在问题的原因 ............................. 29 4.3.1 H商贸公司营销策略存在问题的主观原因 ................... 29 4.3.2 H商贸公司营销策略存在问题的客观原因 ................... 29 第五章 H商贸公司的营销策略的提升措施 .............................. 31 5.1 重新确定H商贸公司的市场定位 ................................ 31 5.2 提升H商贸公司的产品竞争力 .................................. 31 5.2.1 建立核心产品 库 ........................................ 32 5