基于智能制造的国内高端服装品牌定制商务营销模式研究

发布时间：2018-01-19 13:12

本文关键词： 智能制造高端服装定制营销模式　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：高端服装品牌是指具有独特的品牌特征以及商品属性的品牌,且品牌价值是远远大于它的商品价值。高端服装品牌除了在商品质量、做工、面辅料选择等方面考究之外,其品牌文化、内涵以及价值导向等方面能体现出消费者的社会地位、生活品味、经济收入的等方面的价值观。基于国内高端服装品牌市场占有率日渐下降的严峻现状,高端服装品牌急需创新营销模式以期获得更高的市场占有率,更好的服务客户,实现自身的价值。课题在广泛查阅国内外相关文献资料和市场调研的基础上,深入到企业实地,全面了解高端服装品牌的定位、开发、研制及市场推广和营销全过程。进而以具体品牌为例,系统的论证了基于智能制造的服装定制商务模式的智能化实现过程、STP分析、品牌营销策略。在此基础上针对国内高端服装品牌提出了基于智能制造的商品创新、服装"定制"、营销创新、融合供应链的定制商务模式,并针对品牌在运营推广过程中出现的问题提出建设性的解决建议。
[Abstract]:High-end clothing brand refers to the brand with unique brand characteristics and commodity attributes, and the brand value is far greater than its commodity value. Besides the selection of facial accessories, its brand culture, connotation and value orientation can reflect the social status and life taste of consumers. Economic income and other aspects of the values. Based on the domestic high-end clothing brand market share declining grim situation, high-end clothing brand urgently need to innovate the marketing model in order to obtain a higher market share. Better service customers to achieve their own value. On the basis of extensive reference to domestic and foreign literature and market research, in-depth into the enterprise field, comprehensive understanding of high-end clothing brand positioning, development. Then taking the specific brand as an example, this paper systematically demonstrates the intelligent realization process of garment customization business model based on intelligent manufacturing and STP analysis. Brand marketing strategy. On this basis, aiming at domestic high-end clothing brand, this paper puts forward a customized business model based on intelligent manufacturing, clothing customization, marketing innovation and integration of supply chain. And puts forward the constructive solution suggestion to the brand in the operation promotion process question.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F274

【参考文献】