目 录
一、企业产品介绍
（一）企业介绍 ·················································1
（二）产品介绍 ·················································1
二、黔西南州市场分析
（一）宏观环境分析·················································2
（二）微观环境分析·················································3
三、莱克斯顿SWOT分析
（一）优势分析·····················································4
（二）劣势分析·····················································4
（三）机会分析·····················································4
（四）威胁分析·····················································5
四、莱克斯顿定位
（一) 市场定位·····················································5
（二）顾客定位·····················································5
（三）产品定位·····················································5
（四）形象定位·····················································5
五、黔西南州市场开发构想···········································6
六、黔西南州市场开发目标···········································7
七、黔西南州市场开发策略
（一）阶段性开发策略···············································8
（二）4P策略······················································9
八、预测与展望·····················································10
参考文献···························································11
致谢·······························································12
莱克斯顿在黔西南州市场的开拓方案
摘要：黔西南州地处贵州省西南部濒临云南省和广西壮族自治区是中国最年轻的三十个自治州之一 ，随着经济的快速增长黔西南人们对生活品质的要求也越来越高了。特别是对服装的要求也越来越高，其市场需求也呈直线上升趋势。
莱克斯顿以它独特的设计风格，迎合了消费者的心理。本文根据服装市场目前的特点针对莱克斯顿现有的市场的了解和产品的深层次解读，通过对产品的市场分析、市场营销环境的分析、产品分析、促销策划，来整合产品的营销策划。使其在原有市场占有率的前提下，扩大销售，提高企业知名度。
关键词:莱克斯顿 ； 黔西南州；市场开拓；方案
