服装品牌营销质量的诊断研究

发布时间：2019-01-01 14:33

【摘要】： 服装行业进入了品牌之争阶段已经是不争的事实,过去的价格战、广告战等已经不能再为企业赢得竞争优势。面对快速变化的经济、社会环境和强大的国际品牌的大量涌入,对于已拥有产生国际品牌的市场,拥有生产国际品牌加工能力的我国优秀服装企业来说,如何提高品牌营销质量,是我国服装品牌改变现状,迅速提高与国际同行竞争水平的根本。因此,探寻品牌营销质量的影响因素,了解品牌的优劣势,改进品牌营销中存在的不足,提升品牌营销质量就成为服装企业亟待解决的问题。本文基于诊断视角对服装品牌营销质量进行研究,无疑具有重要的理论价值和实践价值。本文融合了本文融合了市场营销、品牌管理、服装市场营销和企业诊断等多门学科知识,参照了质量、诊断、评价等多种研究理论,运用了层次分析法、模糊评价法、信度分析法等多种分析方法,对服装品牌营销质量及其诊断的定义、营销质量形成机制与影响因素、诊断原则、诊断流程、诊断方法和诊断模型进行研究,论文内容主要包括四部分,具体如下: 第一部分:相关文献及理论研究。从直接理论研究以及相关理论研究对本文研究的两大关键词——营销质量和诊断进行了系统的梳理、分析,进而延伸运用到服装品牌上,对服装品牌营销质量诊断定义和本文研究范围进行了界定和分析。第二部分:服装品牌营销质量影响因素研究。本部分在理论分析的基础上,探讨了服装品牌营销质量的形成机制;并结合菲利普·科特勒的营销流程理论和杰罗姆·麦卡锡的经典4Ps理论,从“线性”营销流程和“点性”营销组合两个角度,分析归纳了影响服装品牌营销质量的12个方面、41个影响因素,为后续的诊断指标筛选提供了基础。第三部分:服装品牌营销质量的诊断研究。首先,通过对专家进行问卷调研,验证了第二部分得出的服装品牌营销质量12个方面、41个影响因素作为诊断指标的合理性;第二,根据理论研究的企业诊断行业特点和服装行业特性提出了服装品牌营销质量诊断原则;第三,在理论分析基础上,提炼分析了服装品牌营销质量诊断流程;第四,针对诊断准备阶段和正式诊断阶段的重要环节提出了服装品牌营销质量的整体量化诊断方法和细节定性诊断方法;第五,综合诊断原则、诊断流程和诊断方法,构建了服装品牌营销质量诊断模型。第四部分:实证研究。以X品牌为研究对象,应用本文研究得出的诊断方法进行了品牌营销质量诊断的实例验证。本文从“诊断”视角来探讨服装品牌营销质量,是对服装品牌营销的拓展研究,这是一种全新的、综合的视角,研究结论可应用于服装品牌对营销质量的诊断,并通过诊断提升服装品牌的营销质量。
[Abstract]:It is an indisputable fact that the clothing industry has entered the stage of brand competition, the past price war, advertising war and so on can no longer win the competitive advantage for enterprises. In the face of the rapidly changing economy, social environment and powerful international brands, for the excellent garment enterprises of our country, which already have the market of the international brand and the ability to produce the international brand, the fast changing economy, the social environment and the powerful international brand come into being. How to improve the quality of brand marketing is the basis of changing the current situation and rapidly improving the level of competition with international counterparts. Therefore, exploring the influencing factors of brand marketing quality, understanding the advantages and disadvantages of brand, improving the shortcomings of brand marketing, improving brand marketing quality will become the urgent problem to be solved by garment enterprises. In this paper, the quality of clothing brand marketing is studied from the perspective of diagnosis, which undoubtedly has important theoretical and practical value. This paper combines the knowledge of marketing, brand management, clothing marketing and enterprise diagnosis, referring to the theory of quality, diagnosis, evaluation and so on. This paper studies the definition of brand marketing quality and its diagnosis, the forming mechanism and influencing factors of marketing quality, diagnostic principles, diagnostic process, diagnostic methods and diagnostic models. The main contents of this paper are as follows: the first part: related literature and theoretical research. From the direct theoretical research and related theoretical research, this paper systematically combs and analyzes the two key words, marketing quality and diagnosis, and then extends to the clothing brand. The definition of brand marketing quality diagnosis and the scope of this paper are defined and analyzed. The second part: the clothing brand marketing quality influence factor research. On the basis of theoretical analysis, this part discusses the forming mechanism of clothing brand marketing quality; Combined with Philip Kotler's marketing process theory and Jerome McCarthy's classic 4Ps theory, from the two angles of "linear" marketing process and "point" marketing combination, 12 aspects affecting the quality of clothing brand marketing are analyzed and summarized. The 41 influencing factors provide the basis for the screening of diagnostic indexes. The third part: the diagnosis research of clothing brand marketing quality. First of all, through the questionnaire survey of experts, the second part of the clothing brand marketing quality 12 aspects, 41 factors as diagnostic indicators of rationality; Secondly, according to the characteristics of enterprise diagnosis and clothing industry, the paper puts forward the diagnostic principles of clothing brand marketing quality, third, on the basis of theoretical analysis, it abstracts and analyzes the diagnostic process of clothing brand marketing quality. Fourth, aiming at the important links of the stage of diagnosis preparation and formal diagnosis, this paper puts forward the overall quantitative diagnosis method and the detail qualitative diagnosis method of clothing brand marketing quality. Fifthly, the quality diagnosis model of clothing brand marketing is constructed by synthesizing diagnostic principles, diagnostic process and diagnostic methods. Part four: empirical study. Taking X brand as the research object, the diagnosis method obtained in this paper is used to verify the brand marketing quality diagnosis. This paper discusses the quality of clothing brand marketing from the perspective of "diagnosis", which is an extension of clothing brand marketing, which is a new and comprehensive perspective. The conclusion of the study can be applied to the diagnosis of clothing brand marketing quality. And through diagnosis to improve the marketing quality of clothing brands.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86

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