SOA服装有限公司营销策略研究

发布时间：2018-05-17 10:14

本文选题：市场定位 + 营销组合　；参考：《东华大学》2017年硕士论文

【摘要】：服装行业一直都是我国国民经济中出口创汇的支柱行业。近十几年以来经济和贸易的全球一体化为服装行业的发展提供了前所未有的机会,但是也导致服装行业产能的快速扩张、生产能力的严重过剩;伴随着世界经济持续下行、人民币汇率波动、美国及欧盟消费市场的疲软、国内消费市场内需不足、国内生产成本快速上升等诸多不利因素,此外作为劳动密集型产业的纺织服装在越南、孟加拉、柬埔寨、印度等东南亚国家的快速发展,使得中国服装企业的订单不断减少,竞争越来越激烈,利润空间越来越低。面对如此错综复杂的国内国际形势,非常有必要对服装公司的营销策略进行分析研究,在此基础上找到适合我国服装行业发展的营销策略。本文根据SOA服装有限公司的市场营销现状,结合营销环境分析,利用各种营销理论对SOA服装公司的营销策略进行分析研究,结合问卷调查所收集到的数据,找出SOA公司新产品开发不足、定价偏高、销售渠道单一、促销简单以及关系营销缺乏等问题和不足。同时基于多种营销理论对SOA服装公司发展过程中这些问题进行剖析。较为深入的了解了SOA服装公司的发展现状,结合实际情况明确SOA服装公司的市场定位,并制定了相对应的适合公司发展的改善性营销组合策略。在市场营销组合策略制定中,从产品、价格、渠道、促销以及关系营销等几个方面给出了详细的营销理念和实施措施。并对市场营销策略的实施和保障提出建议。
[Abstract]:Clothing industry has been our national economy in the export to earn foreign exchange pillar industry. The global integration of economy and trade in the past decade has provided unprecedented opportunities for the development of the garment industry, but it has also led to the rapid expansion of capacity and serious overcapacity in the garment industry. RMB exchange rate fluctuations, weak consumer markets in the United States and the European Union, insufficient domestic demand in the domestic consumer market, rapid rise in domestic production costs, and many other unfavorable factors. In addition, textile and clothing, as labor-intensive industries, in Vietnam and Bangladesh, With the rapid development of Cambodia, India and other Southeast Asian countries, the orders of Chinese garment enterprises are decreasing, the competition is becoming more and more fierce, and the profit margin is becoming lower and lower. In the face of such complicated domestic and international situation, it is necessary to analyze and study the marketing strategies of garment companies, and on this basis to find out the marketing strategies suitable for the development of the clothing industry in China. According to the marketing situation of SOA Garment Co., Ltd., combined with the analysis of marketing environment, this paper analyzes and studies the marketing strategy of SOA Garment Company by using various marketing theories, and combines the data collected by questionnaire survey. To find out the problems and shortcomings of SOA Company, such as underdevelopment of new products, high pricing, single sales channel, simple promotion and lack of relational marketing. At the same time, based on a variety of marketing theory to analyze these problems in the development of SOA clothing company. Deeply understand the current situation of SOA clothing company, combined with the actual situation to clarify the market positioning of SOA clothing company, and formulate the corresponding improvement marketing mix strategy suitable for the development of the company. In the formulation of marketing combination strategy, the detailed marketing concept and implementation measures are given from the aspects of product, price, channel, promotion and relationship marketing. And puts forward the suggestion to the market marketing strategy implementation and the safeguard.
【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;F426.86

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