自主品牌服装营销模式研究
发布时间：2019-07-02 12:19
【摘要】： 2008年服装行业面临结构性大洗牌。全球经济环境对我国出口影响进一步显现,新劳动合同法实施带来的成本和用工方面的连锁反应,人民币升值压力进一步加大等等因素,以贴牌生产为主的中小企业生存环境更加严峻。同时,大型企业通过产品结构升级、产业资源重组、梯度转移、品牌创新、渠道多元化、扩大融资等手段化解危机,取得企业的全面升级和发展。产业资源争夺将更为激烈,国内市场成为众企业力拓的焦点。中国市场将进入精品消费时代,服装消费将不再仅仅为了满足其最基本的生存需求,将向更高的心理需求、自我满足需求升级,特别是新增加的数以千万计的中产阶级,对反映自身社会地位和品位的服饰的需求将越来越迫切,将成就一批抓住了该阶层需求的服装品牌。国内服装市场将越做越大,市场细分将越来越小,但今后国内服装市场的消费趋势将集中在精品化和个性化上。 基于上述认识,本文分为五章来探讨我国自主品牌服装的营销模式: 第一章通过分析当今我国服装消费结构的现状,总结出我国服装消费者所表现出来的特点,并指出现在我国自主品牌服饰的弱势现状与消费者需求的矛盾,从而提出提升自主品牌竞争力的目的及意义。 第二章对ZARA营销模式的分析,指出ZARA著名的“三不原则”对企业品牌个性和竞争力的塑造作用。从而总结出我国服饰品牌成功营销模式塑造的两大重要因素:品牌构建和零售管理模式。最后列出对这两大重要因素相关的核心理论,为第三、四章做理论铺垫。 第三章主要是从品牌构建的调研与定位、产品架构和产品推广三个方面进行分析,指出服装企业在这些方面应考虑的因素和原则,并结合莱克斯顿的实际操作提出相应的解决方案。 第四章把零售管理模式分为四块:营造商店吸引力、销售人员培训、信息化系统、促销手段。通过分析这四个方面对服装销售的作用,提出较为有效的建议。 第五章总结出对品牌构建和零售管理模式的建议,并以对海澜之家的成功营销方式为例进行可行性论证。
[Abstract]:In 2008, the clothing industry was facing a structural reshuffle. The impact of the global economic environment on China's exports is further apparent, the cost and employment chain reaction brought about by the implementation of the new labor contract law, the further increase of RMB appreciation pressure, and other factors, such as the living environment of small and medium-sized enterprises dominated by licensed production is more severe. At the same time, large enterprises resolve the crisis by means of product structure upgrading, industrial resource restructuring, gradient transfer, brand innovation, channel diversification, expansion of financing and so on, so as to achieve the overall upgrading and development of enterprises. The competition for industrial resources will be more intense, the domestic market has become the focus of Rio Tinto. The Chinese market will enter the era of fine consumption, clothing consumption will no longer just to meet its most basic survival needs, will upgrade to higher psychological needs, self-satisfaction needs, especially the new tens of millions of middle class, the demand for clothing reflecting their social status and taste will become more and more urgent, and will achieve a number of clothing brands that grasp the needs of this class. The domestic clothing market will become bigger and bigger, and the market segmentation will be smaller and smaller, but the consumption trend of the domestic clothing market will focus on the essence and individualization in the future. Based on the above understanding, this paper is divided into five chapters to discuss the marketing mode of independent brand clothing in our country: the first chapter analyzes the present situation of clothing consumption structure in our country, summarizes the characteristics of clothing consumers in our country, and points out the contradiction between the weak situation of independent brand clothing and the demand of consumers, so as to put forward the purpose and significance of improving the competitiveness of independent brand. The second chapter analyzes the ZARA marketing model and points out the role of ZARA's famous "three noes" in shaping the brand personality and competitiveness of enterprises. Thus, this paper summarizes two important factors of successful marketing mode of clothing brand in China: brand construction and retail management mode. Finally, the core theories related to these two important factors are listed, which paves the way for the third and fourth chapters. The third chapter mainly analyzes the investigation and positioning of brand construction, product structure and product promotion, points out the factors and principles that should be considered in these aspects, and puts forward the corresponding solutions combined with the actual operation of Leexton. The fourth chapter divides the retail management model into four parts: building store attraction, sales staff training, information system, promotion means. Based on the analysis of the role of these four aspects in clothing sales, this paper puts forward some effective suggestions. The fifth chapter summarizes the suggestions on brand construction and retail management model, and takes the successful marketing mode of Hailan House as an example to demonstrate the feasibility.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.86
本文编号：2508923
[Abstract]:In 2008, the clothing industry was facing a structural reshuffle. The impact of the global economic environment on China's exports is further apparent, the cost and employment chain reaction brought about by the implementation of the new labor contract law, the further increase of RMB appreciation pressure, and other factors, such as the living environment of small and medium-sized enterprises dominated by licensed production is more severe. At the same time, large enterprises resolve the crisis by means of product structure upgrading, industrial resource restructuring, gradient transfer, brand innovation, channel diversification, expansion of financing and so on, so as to achieve the overall upgrading and development of enterprises. The competition for industrial resources will be more intense, the domestic market has become the focus of Rio Tinto. The Chinese market will enter the era of fine consumption, clothing consumption will no longer just to meet its most basic survival needs, will upgrade to higher psychological needs, self-satisfaction needs, especially the new tens of millions of middle class, the demand for clothing reflecting their social status and taste will become more and more urgent, and will achieve a number of clothing brands that grasp the needs of this class. The domestic clothing market will become bigger and bigger, and the market segmentation will be smaller and smaller, but the consumption trend of the domestic clothing market will focus on the essence and individualization in the future. Based on the above understanding, this paper is divided into five chapters to discuss the marketing mode of independent brand clothing in our country: the first chapter analyzes the present situation of clothing consumption structure in our country, summarizes the characteristics of clothing consumers in our country, and points out the contradiction between the weak situation of independent brand clothing and the demand of consumers, so as to put forward the purpose and significance of improving the competitiveness of independent brand. The second chapter analyzes the ZARA marketing model and points out the role of ZARA's famous "three noes" in shaping the brand personality and competitiveness of enterprises. Thus, this paper summarizes two important factors of successful marketing mode of clothing brand in China: brand construction and retail management mode. Finally, the core theories related to these two important factors are listed, which paves the way for the third and fourth chapters. The third chapter mainly analyzes the investigation and positioning of brand construction, product structure and product promotion, points out the factors and principles that should be considered in these aspects, and puts forward the corresponding solutions combined with the actual operation of Leexton. The fourth chapter divides the retail management model into four parts: building store attraction, sales staff training, information system, promotion means. Based on the analysis of the role of these four aspects in clothing sales, this paper puts forward some effective suggestions. The fifth chapter summarizes the suggestions on brand construction and retail management model, and takes the successful marketing mode of Hailan House as an example to demonstrate the feasibility.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F426.86
【引证文献】
相关硕士学位论文 前1条
1 赵前永;中国服装企业SPA应用研究[D];北京服装学院;2010年
，本文编号：2508923
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