“坚持我的服饰”营销渠道优化研究

发布时间：2018-06-22 16:04

本文选题：营销渠道 + 品牌服饰　；参考：《东北农业大学》2015年硕士论文

【摘要】：我国是一个服饰销售大国,随着人民生活水平的提高和文化素质的提升,人们对服饰的需求也越来越高,随着社会经济的进步,人们消费力在逐渐增强,品牌服饰越来越受到人们的关注,近几年间服饰品牌数量大幅增加,品牌服饰经营规模也在逐渐提升。造成了行业内的竞争增加,带给各品牌服饰企业巨大的经营压力,经营问题急需解决。渠道在营销中的重要作用已经被学术界和管理界普遍认可。营销渠道作为品牌服饰营销的重要组成部分对品牌服饰企业经营效率和市场竞争力提升的作用也已在二十世纪八十年代得到服饰品牌服饰的广泛认可。近年来新渠道上电商正在逐步成熟,微商也在兴起,使原有的品牌服饰企业面临重大线上和线下竞争,很多原有品牌服饰企业面对新竞争的来临无从着手或盲目投入后业绩不见提升,反而经营陷入困境。新生品牌服饰企业利用线上渠道取得优势后在线下渠道也无法得到良性拓展,经营陷入瓶颈。从目前结果看鲜有品牌服饰公司通过对渠道研究提出相关解决方案。本文旨在通过分析“坚持我的服饰”现有的渠道问题和形成原因,应用规范与实证分析的方法,结合公司的实际以及相关理论,提出“坚持我的服饰”营销渠道优化方案。希望通过此方案的研究能够对原有品牌服饰企业提出有效的渠道整改策略,增强其在服饰行业的竞争能力。同时为其他服饰企业研究渠道策略提供有效的参考。
[Abstract]:China is a large clothing sales country, with the improvement of people's living standards and cultural quality, people's demand for clothing is higher and higher. With the progress of social economy, people's consumption power is gradually increasing. People pay more and more attention to brand clothing. In recent years, the number of clothing brands has increased significantly, and the scale of brand clothing management is gradually increasing. As a result of the increase of competition in the industry, it brings enormous operating pressure to all brands of clothing enterprises, and the management problems need to be solved urgently. The important role of channel in marketing has been generally recognized by academic and management circles. As an important part of brand clothing marketing, marketing channel has been widely recognized in the eighties of the 20th century. In recent years, the new channel e-commerce is gradually maturing, and the micro-business is also rising, which makes the original brand clothing enterprises face significant online and offline competition. Many original brand clothing enterprises face the arrival of new competition can not start or blind investment after the performance is not improved, but the management into difficulties. After the new brand clothing enterprises gain advantage by online channels, the online and offline channels can not be developed well, and the management falls into a bottleneck. From the current results, there are few brand clothing companies through the channel research put forward the relevant solutions. The purpose of this paper is to analyze the existing channel problems and causes of "sticking to my dress", apply the methods of normative and empirical analysis, combine with the company's actual situation and relevant theories, and put forward the optimization scheme of "stick to my dress" marketing channel. It is hoped that through the research of this scheme, we can put forward effective channel rectification strategy for the original brand clothing enterprises and enhance their competitive power in the clothing industry. At the same time for other clothing enterprises research channel strategy to provide an effective reference.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86

【相似文献】