“如意家纺”基于美国市场的产品升级研究

发布时间：2017-12-27 01:06

本文关键词：“如意家纺”基于美国市场的产品升级研究　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：如意家纺是如意棉纺产业链的终端,一半以上产品出口海外。然而,近两年如意家纺出口大幅萎缩。一方面出口形势愈加激烈:国内,越来越多的企业加入到出口的队伍中;国外,印度、巴基斯坦等国凭借低廉的人工成本,抢占市场。另一方面没有及时把握市场,研究和制定实施切实可行的营销策略。本文章就是对如意家纺现阶段的营销策略进行探讨和研究。文章首先分析了全球家纺的发展概况和趋势,主要家纺生产国和特点,分析了全球家纺市场需求,采用SWOT分析法,找出如意家纺面临的优势、劣势、机遇和威胁,得出可供选择的发展战略。根据如意家纺产品定位,选定美国作为目标市场,进而分析了美国社会文化环境、纺织行业政策法规、购买行为等得出美国的家居文化和产品特点;基于对如意家纺的分析和目标市场的分析,指出现阶段的营销策略重点为产品升级,其中包括改进现有产品、更多的使用功能化面料、多元化开发床上用品周边系列产品、产品图案设计符合美国审美和生活理念、服装工艺在床品中的应用、推广数码印、提高包装品质。
[Abstract]:Ruyi home textile is the terminal of the industrial chain of Italian cotton spinning, and more than half of the products are exported to overseas. However, in the last two years, the export of home textiles has shrunk. On the one hand, the export situation is more and more intense: more and more enterprises are joining the export team in China. Foreign countries such as India and Pakistan seize the market with cheap labor cost. On the other hand, it is not timely to grasp the market and to study and formulate practical marketing strategies. This article is to discuss and study the marketing strategy at the present stage of the family spinning. This paper first analyzes the development situation and trend of the global home textiles, the main home textile producing countries and characteristics, analyzes the demand of the global home textile market, and uses the SWOT analysis method to find out the advantages, disadvantages, opportunities and threats of Ruyi home textiles, and draws the alternative development strategy. According to the best textile product positioning, selected the United States as the target market, and then analyzes the social and cultural environment, the textile industry policies and regulations, purchase behavior that Home Furnishing culture and product features of the United States; analysis of the best textile analysis and target market based on the key stage of the marketing strategy for product upgrades, including the improvement of the existing the use of more products, functional fabrics, diversified development of peripheral products, bedding product pattern design in accordance with the aesthetic and life philosophy, clothing technology in bed products in the application and promotion of digital printing, improve packaging quality.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.81

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