摘要:随着市场经济的发展，如今刀剪行业的竞争十分激烈。作为该行业的翘楚——阳江巧媳妇厨业有限公司，同样也面临着各个方面的激烈竞争。本文介绍了该营销方案的执行载体阳江巧媳妇厨业有限公司的发展历程、现状和产品创意。着眼公司实际的同时，论文对公司的行业市场做出了详尽分析，也对消费者的需求、市场环境现状、市场竞争情况、营销策略定位等方面做了详细介绍，全方位了解了公司目前所面临的各方面竞争，并用SWOT分析工具对公司面临的机会、威胁和具有的优势、劣势进行剖析。最后，通过对营销推广方案的设计，制定了方案实施计划。笔者为阳江巧媳妇厨业有限公司制定了符合其特点的营销推广方案，以使能其进一步巩固原有市场，扩大市场份额，从而提高巧媳妇品牌的影响力，促使公司能够健康、稳步发展。

关键词：巧媳妇，刀具，营销推广，设计

Abstract:Owing to the development of the market-oriented economy, the competition among the knife-and-scissor industry becomes rather keen. As a leading company in this trade, Yangjiang Qiaoxifu Kitchenware Ltd. Corporation is inevitably confronted with the fierce competitions from every sphere. In this thesis, an introduction is given to the process of the development as well as the present circumstance and the creativity of products of Yangjiang Qiaoxifu Kitchenware Ltd. Corporation which is the actor of the marketing project. With a view to the reality, this thesis makes both an elaborate analysis of the market and a detailed introduction to these aspects such as the needs of consumers, the present circumstance of the market, the competition of the market and the orientation of the marketing strategies. In this way, we now gain an overall knowledge of the competitions from every sphere. What’s more, applying to SWOT, we undertake an analysis of the chances, threats and advantages as well as disadvantages. Finally, we make an implementary plan of the project based on the design of the marketing project. The author drafts a suitable marketing project for Yangjiang Qiaoxifu Kitchenware Ltd. Corporation so as to enhance its original market, enlarge its market share, thus raising the influence of the brand and spurring the company to develop steadily. Key Words: Qiaoxifu Kitchenware Ltd, Knives, Marketing, Design.

　　　本论文针对巧媳妇厨业有限公司未来一年的营销推广计划，为未来一年的生产，销售做出战略部署，并给予完整，具体的方案。通过实施本方案，希望能够达到进一步巩固原有市场，开拓新市场，提高巧媳妇公司品牌在中国的影响力，获取较高的利润，在与同行的竞争中拔萃而出，促进公司的健康、稳步发展。

　　　文章介绍了本方案的执行载体巧媳妇厨业有限公司的发展历史，概况。通过分析，我相信，方案的执行将建立在一个坚实的基础之上。

论文对公司的市场情况做出了详细的分析，对公司所面临的竞争对手做了充分介绍，清醒地认识到公司目前面临的各个方面的激烈竞争，并用SWOT分析工具对公司面临的机会、威胁和具有的优势、劣势进行剖析，争取做到扬长避短。