路嘉纳西服高级定制运行体系及品牌的改进策略研究

发布时间：2018-03-20 12:00

本文选题：西服高级定制　切入点：路嘉纳　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人们生活水平的提高,个性化消费成为日趋流行的消费方式。路嘉纳是国内纺织服装企业较早进入西服高级定制行业的品牌。面临市场环境和消费需求的不断变化,路嘉纳品牌现行的运行体系需要提升和创新。路嘉纳品牌结合企业产业链资源,制定了符合自身发展的改进策略。本论文以路嘉纳西服高级定制运行体系及品牌的改进策略为研究课题,系统阐述了路嘉纳的生产加工能力、设计研发水平、营销推广方式和客户服务管理。在总结现行运营体系的基础上,通过分析,找出影响品牌发展的有利条件和不利因素。在品牌定位方面,经过详细的市场调研,了解路嘉纳在客户群体中的认知情况,明确定位,创新经营模式,打造路嘉纳面料服装一体化定制特色;在营销渠道方面,借助市场上流行的互联网+概念,将传统的营销渠道同互联网相结合,建立线上线下可互动的新营销模式;在设计和运营团队的培养上,利用企业国际化的品牌资源,通过优质资源的整合,成为路嘉纳品牌发展的新契机。创新的经营模式、提升的设计研发水平和与企业优质产业链资源相结合的运行新体系,将成为路嘉纳品牌发展的核心优势,为路嘉纳品牌在国内同类品牌中占据领先地位打下良好的基础,为国内高级定制行业走向国际化掀开新的篇章。
[Abstract]:With the improvement of people's living standard, personalized consumption is becoming more and more popular. The current operating system of Lujia brand needs to be upgraded and innovated. In this paper, the advanced custom running system of Lugana suit and the brand improvement strategy are taken as the research topic, and the production and processing ability, design and development level of Lugana are systematically expounded. Marketing promotion and customer service management. On the basis of summarizing the current operation system, through analysis, find out the favorable conditions and unfavorable factors that affect brand development. In brand positioning, through detailed market research, To understand the cognition of Lujia in the customer group, to define the position, to innovate the management mode, to create the integrated customizing feature of Lujia fabric, and to use the popular Internet concept in the marketing channel, Combining the traditional marketing channels with the Internet, establishing a new marketing model that can interact online and offline, using the brand resources of enterprise internationalization and integrating high-quality resources in the training of design and operation team. It will become a new opportunity for the development of Lujia brand. Innovative management model, improved design and R & D level and a new operating system combined with the enterprise's high-quality industrial chain resources will become the core advantages of Lujia's brand development. For the Lujia brand to occupy the leading position in the domestic similar brands to lay a good foundation for the domestic high-end customization industry to open a new chapter in the internationalization.
【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】：F426.86;TS941.2

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