HM奢侈品牌橱窗展示公司基于客户价值分析的营销策略改进研究

发布时间：2018-01-08 21:03

本文关键词：HM奢侈品牌橱窗展示公司基于客户价值分析的营销策略改进研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：2001-2013年十多年间,随着中国加入WTO,众多国际一线奢侈品牌陆续进入中国。与此同时,为奢侈品牌提供服务的橱窗展示行业在中国迅速发展。HM橱窗展示公司作为提供橱窗展示服务的本土企业成立于2008年,随着行业的发展而发展,经历了行业的高增长时期。但2013年之后,随着行业发展的成熟、中国经济增速的放缓、反腐政策的执行以及消费者观念和消费渠道的变化,中国奢侈品消费行业首次陷入增长停滞。大批奢侈品牌销售业绩下滑,有些品牌甚至关闭多家中国地区的店铺。奢侈品橱窗行业与奢侈品行业整体态势息息相关,奢侈品行业销量的下降,店铺数量的减少,品牌客户方橱窗预算的减少,直接导致奢侈品橱窗行业结束行业的快速增长期,进入调整期。在市场不断变化的情况下,如何面对趋于萎缩的市场环境以及越来越激烈的行业竞争,如何保持和增强自身的竞争优势,采用合适的营销策略不断巩固和扩大这一行业在中国以及亚太地区的市场份额,成为HM公司领导层需要面对的重要问题。本文希望通过对这一时期的企业营销环境、营销策略一系列的研究和分析,能够为处于行业转型期的HM公司以及同行业的本土企业提供营销策略改进的一些参考建议。本文首先从理论知识出发,通过成熟、系统的市场营销知识,从行业发展态势、行业竞争力分析、竞争者状况以及企业核心竞争力等方面对HM公司的营销环境进行分析,总结出HM公司营销现状所存在的问题并提出解决问题的思路。接着通过客户的问卷调查及深度访谈的方式,对客户需求和客户价值进行分析,从客户忠诚度、客户当前价值、客户潜在价值三个维度对HM公司现有客户进行价值细分,把HM公司现有的22家客户分为金牌客户、重要客户、潜力客户以及低价值客户四种类型。然后在客户价值细分的基础上总结出针对现行营销策略的具体改进措施,使企业从以产品为中心向以服务为中心转变,具体措施包括:建立客户关系管理系统,调整部分产品的定价方案、单一营销渠道和方式改进、调整组织架构等,最后,文章分别针对基于客户价值分类的四种不同类型的客户给出相应的营销方案的调整措施。因为奢侈品橱窗行业在欧美和香港、台湾、新加坡等东南亚地区属于比较成熟的行业,但在中国国内属于新兴行业,本土企业起步的时间较晚,相关行业的研究较少,尤其是针对本土企业的研究。希望本文的探索能够对HM公司以及同行业的本土企业提供营销策略改进的参考意见,为中国本土企业在这一行业的持续发展提供帮助。
[Abstract]:2001-2013 more than 10 years, with Chinese joined WTO, many international luxury brands have entered the China. At the same time, to provide services for the luxury brand display industry in the rapid development of.HM China window display company as window display service companies established in 2008, and with the development of the industry, industry experienced a period of high growth but after 2013, with the development of the industry matures, China the slowdown in economic growth, the change of anti-corruption policy implementation and the concept of consumers and consumer channels, China luxury goods industry for the first time into stagnation. Large number of luxury brand sales decline, some brands even shut down more than China area shops. The overall trend of luxury goods industry is closely related to the window with the luxury goods industry, luxury goods industry sales decline, reducing the number of stores, brand customer pre window Is reduced, directly led to the rapid growth of luxury goods industry industry end window period, entered a period of adjustment. In the changing market situation, how to face shrinking market environment and the increasingly fierce competition in the industry, how to maintain and enhance their competitive advantage, adopt appropriate marketing strategy to continuously consolidate and expand the industry Chinese and market share in the Asia Pacific region, HM has become an important problem in the leadership of the company to face. This paper hopes that the marketing environment of this period, a series of research and analysis of the marketing strategy, to provide some reference suggestions for the improvement of marketing strategy in the industry transition of HM company and the same industry of local enterprises this paper from the theory of knowledge. Through the system, mature marketing knowledge, from the development trend of the industry, industry competitiveness analysis, competitor status to The core competitiveness of enterprises and other aspects of HM company's marketing environment analysis, summed up the HM company marketing status quo and existing problems and put forward ideas to solve the problem. Then through customer questionnaire and in-depth interviews, the customer demand and customer value analysis, from customer loyalty, customer current value, customer potential value the three dimensions of value analysis to HM company's existing customers, 22 customers to the existing HM company into gold customers, key customers, potential customers and low value customers four types. Then summarize the specific improvement measures for the current marketing strategy based on customer value segmentation, make the enterprise from product centric to serve as the center, the specific measures include: the establishment of customer relationship management system, adjust the pricing scheme of some products, a single marketing channel and way of improvement, adjustment of group The fabric structure, finally, the adjustment measures respectively according to the marketing plan of four different types of customers are given the corresponding customer value classification based on industry. Because the window luxury in Europe and the United States and Hongkong, Taiwan, Singapore and other Southeast Asian regions belong to the relatively mature industry, but in the domestic China belongs to the emerging industry, local enterprises started late study on the related industries, especially for small, local enterprises. The author hopes that this study can provide reference for the improvement of the marketing strategy of HM company and the same industry of local enterprises, to provide help for the sustainable development of Chinese local enterprises in this industry.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.8

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