鑫洋女装公司营销策略研究
发布时间：2018-11-10 18:25
【摘要】：随着时代变革人们生活观念不断更新,人们对服装的需求日趋多元化,所以,我国的服装消费能力蕴藏了很大的消费潜质,这一变化给服装企业带来新的契机和挑战,同样也面临着更加严峻的考验,与此同时,自中国加入世贸组织后,我国开放领域、开放程度不断拓展、不断加深,一些国外的服装企业瞄准时机涌入我国,国内的服装企业与日俱增,服装市场竞争可以用惨烈来形容。在面对国内外服装企业双重冲击下,鑫洋女装将采取怎样的与时俱进的营销策略来提高自身的生存发展能力,从而扩大鑫洋女装在国内乃至国际上的影响,是目前鑫洋女装面临的重大问题。本文基于国内外广大研究学者对营销策略的相关理论研究,首先从目标市场、产品定位、销售渠道、产品服务、营销推广等方面分析了鑫洋女装的营销现状;从店铺利润、定价、营销策略目标、市场定位、渠道维护、产品宣传等方面指出了鑫洋女装的营销存在的问题;并分析了其形成的原因,主要包括店铺盈利达不到预期、定价策略失误、营销策略目标不明确、市场定位不准确、销售渠道无维护、广告无计划。其次,从宏观与行业环境角度分析出发,梳理了鑫洋女装公司所面的优势、劣势、机遇与挑战。最后,在对鑫洋女装公司进行市场细分和市场定位的基础上,提出了鑫洋女装在产品、价格、渠道、促销等方面的营销策略,以及营销策略实施的保障措施。
[Abstract]:With the change of people's life concept, people's demand for clothing is becoming more and more diverse. Therefore, the clothing consumption ability of our country contains a lot of consumption potential, which brings new opportunities and challenges to garment enterprises. At the same time, since China's accession to the WTO, the opening up of China's fields has been continuously expanded and deepened, and some foreign garment enterprises have aimed at the opportunity to pour into our country. The domestic clothing enterprise grows day by day, the clothing market competition may use the bitter description. In the face of the double impact of domestic and foreign garment enterprises, what kind of marketing strategy will be adopted by Xinyang women's clothing to improve their survival and development ability, thus expanding the influence of Xinyang women's wear at home and abroad, It is the major problem that Xinyang women's wear faces at present. This article based on the domestic and foreign scholars to the marketing strategy related theory research, first from the target market, the product orientation, the sale channel, the product service, the marketing promotion and so on the analysis Xinyang feminine clothing marketing present situation; From the shop profit, pricing, marketing strategy objectives, market positioning, channel maintenance, product promotion and other aspects of Xinyang women's clothing marketing problems; The paper also analyzes the reasons for its formation, mainly including store profits not up to expectations, pricing strategy errors, marketing strategy objectives are not clear, market positioning is not accurate, sales channels are not maintained, advertising has no plan. Secondly, from the perspective of macro and industry environment, this paper combs the strengths, weaknesses, opportunities and challenges of Xinyang Women's Wear Company. Finally, on the basis of the market segmentation and market orientation of Xinyang Women's Wear Company, this paper puts forward the marketing strategies of Xinyang Women's Wear Company in the aspects of product, price, channel and promotion, as well as the guarantee measures of the implementation of marketing strategy.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86
本文编号：2323250
[Abstract]:With the change of people's life concept, people's demand for clothing is becoming more and more diverse. Therefore, the clothing consumption ability of our country contains a lot of consumption potential, which brings new opportunities and challenges to garment enterprises. At the same time, since China's accession to the WTO, the opening up of China's fields has been continuously expanded and deepened, and some foreign garment enterprises have aimed at the opportunity to pour into our country. The domestic clothing enterprise grows day by day, the clothing market competition may use the bitter description. In the face of the double impact of domestic and foreign garment enterprises, what kind of marketing strategy will be adopted by Xinyang women's clothing to improve their survival and development ability, thus expanding the influence of Xinyang women's wear at home and abroad, It is the major problem that Xinyang women's wear faces at present. This article based on the domestic and foreign scholars to the marketing strategy related theory research, first from the target market, the product orientation, the sale channel, the product service, the marketing promotion and so on the analysis Xinyang feminine clothing marketing present situation; From the shop profit, pricing, marketing strategy objectives, market positioning, channel maintenance, product promotion and other aspects of Xinyang women's clothing marketing problems; The paper also analyzes the reasons for its formation, mainly including store profits not up to expectations, pricing strategy errors, marketing strategy objectives are not clear, market positioning is not accurate, sales channels are not maintained, advertising has no plan. Secondly, from the perspective of macro and industry environment, this paper combs the strengths, weaknesses, opportunities and challenges of Xinyang Women's Wear Company. Finally, on the basis of the market segmentation and market orientation of Xinyang Women's Wear Company, this paper puts forward the marketing strategies of Xinyang Women's Wear Company in the aspects of product, price, channel and promotion, as well as the guarantee measures of the implementation of marketing strategy.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86
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1 宋阳;鑫洋女装公司营销策略研究[D];黑龙江大学;2015年
，本文编号：2323250
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