CAJ | 학술논문

罗莱家纺自创立以来，凭借自身的实力建立了较高的美誉度和知名度。但随着外部环境的不利变化，诸如原材料及整个社会的劳动力成本上涨、市场竞争日益激烈、房地产市场发展受限制、国际金融危机和欧洲主权债务危机的爆发、人民币不断升值等因素影响，使罗莱家纺身处逆境，但公司制定和实施了正确的营销战略，包括品牌战略以及产品和市场开发战略，使企业在逆境中仍有所发展。罗莱家纺营销战略的实施经验给其他企业带来一定的启示。
라래가방자창립이래，빙차자신적실력건립료교고적미예도화지명도。단수착외부배경적불리변화，제여원재료급정개사회적노동력성본상창、시장경쟁일익격렬、방지산시장발전수한제、국제금융위궤화구주주권채무위궤적폭발、인민폐불단승치등인소영향，사라래가방신처역경，단공사제정화실시료정학적영소전략，포괄품패전략이급산품화시장개발전략，사기업재역경중잉유소발전。라래가방영소전략적실시경험급기타기업대래일정적계시。
Roley has achieved high reputation and popularity by its own strength since its estab-lishment.Affected by unfavorable changes in the external environment,such as the rise of raw material and labor cost,the increasingly fierce market competition,limitations on the develop-ment of Real Estate Market,breakouts of international financial crisis and European sovereign debt crisis and the continuous appreciation of RMB and so on,which make Roley into adversi-ty,but Roley developed and implemented the right marketing strategy,including brand strate-gy and product & market development strategy,all these make Roley still have development in adversity. The implementation of the marketing strategies brings some certain of enlightenment experience to other enterprises.