XY牛仔服装公司营销渠道研究

发布时间：2018-03-14 14:08

本文选题：服装　切入点：营销渠道　出处：《山东大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国的服装生产加工行业曾经大大带动了国民经济的提升,也一直为我国的出口做出了较大的贡献。中国是世界最大的服装生产加工基地,然而却不是一个服装产业强国,一大批的中国的中小服装企业都是在为国外服装公司做代工,尤其是浙江、江苏、广东、山东、福建等地区。这造成了我国的服装行业对欧美等市场的依存度较高,国外市场的需求情况直接影响到了大量服装企业的生存状况。国际经济危机对中国的服装行业,特别是这一行业中的中小型企业带来了巨大的打击。近年来人民币不断升值,原材料成本和人工成本的增加,使得我国服装出口类企业压力不断增大,出口利润大幅下降,生存尤为困难。青岛作为一个外贸出口量较大的城市,在这种国际环境下很多企业遭受重挫,订单减少,出口下滑,利润降低。在这种经济环境下,很多企业必须寻找新的出路,不能仅仅依靠出口国外,要建立健全国内营销渠道,开发中国国内的大市场,为服装行业迎来新的繁荣。在这情况下服装企业国内营销渠道的选择、构建、管理与创新就显得尤为重要。本文从营销渠道的基本理论入手,梳理现有的营销渠道理论和相关的文献资料。主要采用了文献资料法、比较研究法以及案例分析法等研究方法。结合国内外相关营销渠道研究成果,根据服装产品区别于其他工业产品的独有特点,阐述服装行业营销渠道的分类和主要特点,并对比各类营销渠道的优缺点,以及各类营销渠道的适应性。从营销渠道的设计原则、设计步骤等方面研究营销渠道的设计。在营销渠道设计完成后,为了使渠道运行流畅,保证渠道成员间相互协调和通力合作,尽快实现企业的营销目标和发展目标,进行营销渠道的全面管理是非常有必要的。主要从营销渠道的成员管理、流程管理、绩效管理等方面进行阐述。在理论研究的基础上,对XY牛仔服装公司的具体情况进行阐述,对其营销渠道存在的问题进行分析。在出口环境日益恶化的情况下,XY公司的牛仔裤产品需要转战国内市场,进行营销渠道设计,主要针对商场渠道、专卖店渠道和电子商务渠道等展开具体设计框架。随后,提出营销渠道实施的条件,主要在营销组织的建设、销售人员管理、企业制度及文化建设等方面分析具体的实施条件。从实践的角度上看,本文希望通过对XY牛仔服装公司进行营销渠道的设计,从而为其他类似企业遇到相同问题提供一定参考,推动我国中小型服装企业在出口环境恶化的情况下,能够积极转型,更好开拓国内市场。本文的创新点主要为：1.通过分析XY牛仔服装公司面临的国际国内现实情况,提出契合企业实际的营销渠道设计方案。2.在营销渠道研究的基础上,提出营销组织的建设、销售人员管理、企业制度及文化建设等具体实施的条件。
[Abstract]:China's garment production and processing industry has greatly promoted the national economy, and has also made a great contribution to China's export. China is the world's largest clothing production and processing base, but it is not a powerful clothing industry. A large number of small and medium-sized garment enterprises in China are working as contract manufacturers for foreign garment companies, especially in Zhejiang, Jiangsu, Guangdong, Shandong, Fujian and other regions. This has resulted in a high degree of dependence on Europe and the United States and other markets in China's clothing industry. The demand of foreign markets has directly affected the survival of a large number of garment enterprises, and the international economic crisis has brought a huge blow to China's garment industry, especially to the small and medium-sized enterprises in this industry. In recent years, the appreciation of RMB and the increase of raw material cost and labor cost have increased the pressure on Chinese garment export enterprises, and the export profit has fallen sharply, so it is particularly difficult to survive. Qingdao, as a city with large export volume of foreign trade, In this international environment, many enterprises have suffered heavy losses, orders have declined, exports have declined, and profits have fallen. In this economic environment, many enterprises must find new ways out, not just rely on exporting abroad, but to establish and improve domestic marketing channels. In this case, the choice, construction, management and innovation of domestic marketing channels for garment enterprises are particularly important. This article starts with the basic theory of marketing channel, combs the existing marketing channel theory and related literature. According to the research results of domestic and foreign related marketing channels, and according to the unique characteristics of clothing products different from other industrial products, this paper expounds the classification and main characteristics of clothing industry marketing channels. And compare the advantages and disadvantages of all kinds of marketing channels, as well as the adaptability of all kinds of marketing channels. The design of marketing channels from the design principles, design steps and other aspects. After the completion of the marketing channel design, in order to make the channel run smoothly, It is very necessary to ensure the coordination and cooperation among the members of the channel, to realize the marketing target and the development goal of the enterprise as soon as possible, and to carry out the overall management of the marketing channel, mainly from the member management of the marketing channel, the process management, On the basis of theoretical research, this paper expounds the specific situation of XY denim clothing company. Analyzing the problems existing in its marketing channels. Under the circumstances of the deteriorating export environment, the jeans products of XY Company need to be transferred to the domestic market and designed for marketing channels, mainly aimed at the marketing channels. Then, the conditions for the implementation of marketing channels are put forward, mainly in the construction of marketing organizations, the management of sales personnel, From the point of view of practice, this paper hopes to design the marketing channel of XY denim clothing company so as to provide some reference for other similar enterprises to encounter the same problems. Under the condition of the deterioration of export environment, the small and medium-sized garment enterprises of our country should be able to transform actively and develop the domestic market better. The innovation of this paper is mainly composed of: 1.Through analyzing the international and domestic reality of XY denim clothing company, the author puts forward the design scheme of marketing channel suitable for the enterprise. 2. On the basis of the research of marketing channel, it puts forward the construction of marketing organization. Sales personnel management, enterprise system and cultural construction and other specific implementation conditions.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86

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