W服装公司营销策略改进研究

发布时间：2018-06-18 04:45

本文选题：市场营销 + 营销策略　；参考：《广东财经大学》2017年硕士论文

【摘要】：随着网络和通信技术的不断发展,年轻人的消费习惯从实体店购物,逐渐转变为网上购物,追求高品质的网上购物体验。服装作为较易实现网上销售的物品之一,受到了消费者网购偏好的影响。W服装公司正是一家主要从事年轻人服装零售的企业。其业绩受到了消费者网络购物偏好的影响,实体店业绩大幅度下滑。虽然,2015年该公司致力于网上销售,但营业收入却抑制不住下滑的趋势。正是基于这样的背景,论文旨在找出营销问题,设计4P营销策略,意图促使其业绩得以提升,扭转亏损局势。论文研究的内容包括:第一,梳理国内外市场营销策略研究及服装零售行业的营销研究,介绍4P营销组合和营销环境分析方法(PEST分析和SWOT分析);第二,介绍W服装公司基本情况和营销现状,剖析其存在的营销问题;第三,利用PEST分析W服装公司所处的外部营销环境,利用SWOT分析W服装公司所处的内部营销环境;第四,根据W服装公司营销问题以及所处的内外部营销环境,为W服装公司设计总体营销方向和具体的4P营销策略,并为该策略设计其实施保障。
[Abstract]:With the continuous development of network and communication technology, the consumption habits of young people are gradually changed from physical shop shopping to online shopping, and the pursuit of high-quality online shopping experience. As one of the items that can easily be sold online, the clothing Company is an enterprise mainly engaged in the retail of young people's clothing, which is influenced by consumers' preference for online shopping. Its performance has been affected by consumers' online shopping preferences, physical store performance declined significantly. Although the company was committed to online sales in 2015, revenue could not contain the downward trend. It is against this background that the thesis aims to find out the marketing problems and design the 4P marketing strategy with the intention of improving its performance and reversing the situation of loss. The content of the thesis includes: first, combing the domestic and foreign marketing strategy research and the clothing retail industry marketing research, introducing 4P marketing mix and marketing environment analysis method: pest analysis and SWOT analysis; second, This paper introduces the basic situation and marketing status of W Garment Company, analyzes its existing marketing problems; third, analyzes the external marketing environment of W Garment Company by pest, analyzes the internal marketing environment of W Garment Company by SWOT; fourth, analyzes the internal marketing environment of W Garment Company. According to the marketing problems of W garment company and its internal and external marketing environment, this paper designs the overall marketing direction and specific 4P marketing strategy for W garment company, and designs its implementation guarantee for this strategy.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F721

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