杭州华美公司服装定制化营销策略研究

发布时间：2018-03-15 11:05

本文选题：定制营销　切入点：服装营销　出处：《兰州大学》2014年硕士论文　论文类型：学位论文

【摘要】：杭州华美公司是一家从事服装生产和销售的企业,针对国外市场以贴牌加工为主,而对国内市场,其依靠自己的设计力量,依托绍兴面料市场为其提供面料,每个季节根据市场的需求设计出新的款式,用自有的生产工厂进行生产,在其自有的门店和网上进行销售。但在目前服装市场的消费趋势的变化和市场竞争激烈的环境下,杭州华美公司国内市场产品库存加大,周转时间长,价格高企,产销模式难以满足顾客多样化的消费需求,使得企业在发展过程中遇到的矛盾和问题越来越多,公司的发展遇到了瓶颈,公司的发展遇到了阻力,在现有的经营模式下很难进行可持续发展。在以顾客为导向的新经济背景下,以顾客为中心的定制营销模式在服装市场上的优势日趋明显,本文针对杭州华美公司目前服装营销的现状,借鉴定制营销的理论精髓,对杭州华美公司进行整体研究。同时,通过深入研究国内外定制营销的成功案例,设计出适合杭州华美公司的定制营销策略,在改善杭州华美公司经营现状的同时,提升其在市场上的竞争力。本文首先采用了SWOT分析方法全面分析了杭州华美公司的现状,发掘其目前拥有的优势,同时找出其目前所面临的机遇和挑战。其次,为了提高杭州华美公司服装定制化营销设计的有效性,在对杭州华美公司自身了解的同时,采取问卷调查法,通过国内专业的问卷调查网站发布问卷,收集有效信息,通过分析,借此全面掌握消费者对服装定制的真实需求,为营销策略的设计收集一手资料。本文对杭州华美公司的营销模式按照当今服装市场的需求进行重新设计,为了更好地对新的营销策略的实施,还借鉴了德国Spread shirt和法派特定制营销的成功经验,对杭州华美公司营销策略提出有针对性的完善措施。本文采用理论与实践相结合的方法,将定制营销应用到杭州华美公司的营销策略中,以期本研究能够对杭州华美公司的发展提供有益的参考。
[Abstract]:Hangzhou Huamei Co., Ltd. is an enterprise engaged in garment production and sales, focusing on label processing in foreign markets, while for the domestic market, it relies on its own design strength to provide fabrics for it by relying on the Shaoxing fabric market. Each season designs new styles according to the needs of the market, produces with its own production plants, sells in its own stores and online. But in the current environment of changing consumption trends in the clothing market and fierce competition in the market, In the domestic market of Hangzhou Huamei Company, the product inventory is increased, the turnover time is long, the price is high, the production and marketing mode is difficult to meet the diversified consumer demand of customers, which makes the enterprises encounter more and more contradictions and problems in the process of development. The development of the company has met the bottleneck, the development of the company has encountered resistance, it is difficult to carry on the sustainable development under the present management mode. Under the new economic background of customer-oriented, customer-centered customer-oriented marketing mode has become more and more obvious in the clothing market. This paper aims at the present situation of Hangzhou Huamei Company's clothing marketing, and draws lessons from the theoretical essence of custom-made marketing. At the same time, through the in-depth study of the successful cases of custom-made marketing at home and abroad, the author designs a custom-made marketing strategy suitable for Hangzhou Huamei Company, which can improve the present operating situation of Hangzhou Huamei Company. Improve its competitiveness in the market. In this paper, SWOT analysis method is used to analyze the present situation of Hangzhou Huamei Company, to discover its advantages, and to find out the opportunities and challenges it is facing. In order to improve the effectiveness of the customized marketing design of Hangzhou Huamei clothing, the author adopts the method of questionnaire survey to collect effective information by issuing questionnaires through the domestic professional questionnaire website, while understanding Hangzhou Huamei Company itself. Through the analysis, we can grasp the consumers' real demand for clothing customization and collect some data for the design of the marketing strategy. This paper redesigns the marketing model of Hangzhou Huamei Company according to the needs of today's clothing market. In order to carry out the new marketing strategy better, the successful experiences of Spread shirt and Fapet customization marketing in Germany are also used for reference, and the targeted and perfect measures are put forward for the marketing strategy of Hangzhou Huamei Company. This paper uses the method of combining theory and practice to apply customized marketing to the marketing strategy of Hangzhou Huamei Company in order to provide a useful reference for the development of Hangzhou Huamei Company.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

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