圣诺地奥男装营销模式研究

发布时间：2018-06-13 12:39

本文选题：圣诺地奥 + 营销模式　；参考：《南昌大学》2015年硕士论文

【摘要】：我国作为世界上最大的服装生产国和消费国,随着居民生活水平和消费能力的提高,进口服装凭借其时尚的款式以及品牌效应,开始迅速占据国内各大商场,相应地进口服装的数量也开始逐年递增。然而,服装市场发展到今天已经从“卖方市场”进入“买方市场”,再加之全球经济遇冷和我国经济下行压力的加大,服装市场无疑正在经历着有史以来的严冬期。在这一背景下,面对日趋激烈的服装市场竞争局面,国际品牌进入中国市场后该如何运用营销策略来保持相应的竞争力,无疑成为一个亟需解决的现实课题。圣诺地奥作为专做中高档男装的意大利品牌,于2002年进入中国市场,其后在我国经济发展的快速崛起期迅速成长壮大,已经成为国内市场销量较大、知名度较高的国际男装品牌,但近两年内该品牌同样遭遇了发展的瓶颈期。基于此,本文以圣诺地奥为背景案例,来探讨其在我国市场营销过程中所存在的问题以及有效营销的路径。首先,本文从概念界定和理论综述入手,并在此基础上对圣诺地奥营销的现状进行了分析,重点探讨了圣诺地奥现有营销模式的特征和存在的缺陷;其次,本文引入PEST分析模型和波特五力模型,对圣诺地奥在我国市场开展营销的宏观环境和微观环境进行了实证分析,在全面深入的实证分析基础上借助SWOT分析法探讨了圣诺地奥营销的内部优劣势和外部机遇与挑战;最后,本文依据对圣诺地奥营销环境的系统化分析,立足现有的市场营销组合理论,对圣诺地奥营销模式进行了重构,并提出了营销策略实施的保障措施。本文综合分析了男装中高端国际品牌圣诺地奥在我国市场营销中存在的问题,并提出了有针对性的营销策略和保障措施,这对于圣诺地奥在我国市场的长远发展具有指导意义,同时也能够为我国本土服装企业更好地开展市场营销提供一定的借鉴和帮助作用。
[Abstract]:China, as the world's largest clothing producer and consumer, with the improvement of living standards and consumption capacity of residents, imports of clothing with its fashionable style and brand effect, began to occupy the domestic shopping malls rapidly. Accordingly, the number of imported clothing began to increase year by year. However, the clothing market has developed from "seller's market" to "buyer's market", coupled with the global economic cold and the increasing downward pressure of China's economy, the clothing market is undoubtedly experiencing a severe winter period. In this context, in the face of increasingly fierce competition in the clothing market, how to use marketing strategies to maintain the corresponding competitiveness after the international brands enter the Chinese market has undoubtedly become a practical issue that needs to be solved. San Nuodio, as an Italian brand specializing in middle and high grade men's wear, entered the Chinese market in 2002. Since then, it has grown rapidly in the period of rapid economic development in China, and has become a large domestic market. High-profile international men's wear brand, but in the last two years the brand also encountered the bottleneck period of development. Based on this, this paper takes San Nuodiao as the background case to discuss the problems and the effective marketing path in the marketing process of our country. First of all, this paper starts with the definition of the concept and the theoretical review, and then analyzes the current situation of the marketing of San Nuodio, focusing on the characteristics and defects of the existing marketing model of San Nuodio. This paper introduces pest analysis model and Porter five force model to analyze the macro and micro environment of San Nuodio marketing in our country. On the basis of comprehensive and in-depth empirical analysis, this paper discusses the internal advantages and disadvantages, external opportunities and challenges of San Nuodio marketing by means of SWOT analysis. Finally, this paper analyzes the marketing environment of San Nuodiao systematically. Based on the existing marketing combination theory, this paper reconstructs the marketing model of San Nuodio and puts forward the guarantee measures for the implementation of marketing strategy. This paper comprehensively analyzes the problems existing in the marketing of San Nuodio, a middle and high-end international brand of men's wear, and puts forward targeted marketing strategies and safeguard measures, which is of guiding significance for the long-term development of San Nuodio in our country. At the same time, it can also provide some reference and help for local garment enterprises to carry out marketing.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86

【参考文献】