以纯服装公司销售渠道管理研究

发布时间：2018-04-21 01:33

本文选题：以纯服装 + 销售渠道　；参考：《哈尔滨理工大学》2014年硕士论文

【摘要】：随着我国经济快速而深入的发展,人民生活水平逐步提高,服装产业相应也迅猛地发展起来,每年以超过20%的速度递增,期间大致经历了产量阶段,以质量求生存的阶段,品牌阶段和风格与定位阶段,生产规模和生产方式也随之发生巨大变化。在现有市场经济体下,服装市场已由原本的卖方占优市场转变为买方占优市场。如何把握住时机和提升竞争力,成为服装企业亟需解决的重中之重,适应潮流发展的服装营销渠道也就应运而生。营销渠道战略是品牌竞争中的重要环节,对于降低企业经营成本、提高企业竞争力以及顾客能否方便、快捷的获得商品和服务,渠道起着至关重要的作用。企业选择营销渠道战略可以充分发挥渠道的一系列重要功能,包括加强监督和控制营销渠道、收集信息和情报、加速资金融通和服务传递、减少库存积压风险等。因此,结合企业外部环境和内部环境分析,对公司采的优势、劣势、机遇和威胁进行分析,从而制定正确的营销渠道战略,对企业在相关领域的竞争力和未来的发展有着指导意义。本文以我国知名服装生产企业‘以纯公司为研究对象,结合几年国内外营销渠道的经典理论,采用多种分析法对其所面临的战略环境进行剖析,进而对公司的现有营销渠道状况进行重新制定,使其符合公司未来的企业经营目标,最终提供相应的渠道战略实施方案。
[Abstract]:With the rapid and deep development of our economy and the gradual improvement of the people's living standards, the clothing industry has also developed rapidly, increasing at an annual rate of more than 20%. During this period, we have experienced roughly the stage of output and survival by quality. Brand stage and style and positioning stage, production scale and production mode also changed greatly. Under the present market economy, the clothing market has changed from the seller dominant market to the buyer dominant market. How to grasp the opportunity and enhance the competitiveness becomes the most important problem for the garment enterprises, and the fashion marketing channels to adapt to the trend of development emerge as the times require. Marketing channel strategy is an important link in brand competition, which plays an important role in reducing the operating cost of enterprises, improving the competitiveness of enterprises and whether customers can conveniently and quickly obtain goods and services. The selection of marketing channel strategy can give full play to a series of important functions of the channel, including strengthening supervision and control of marketing channels, collecting information and intelligence, accelerating financing and service transmission, reducing the risk of inventory backlog, and so on. Therefore, combined with the analysis of the external and internal environment of the enterprise, the advantages, disadvantages, opportunities and threats adopted by the company are analyzed in order to formulate a correct marketing channel strategy. It is of guiding significance to the competitiveness and future development of enterprises in related fields. This article takes our country famous clothing production enterprise'to pure company as the research object, unifies several years domestic and foreign marketing channel classical theory, uses the variety analysis method to carry on the analysis to its facing strategic environment, Then the company's existing marketing channel status is reformulated to make it conform to the company's future business objectives and finally provide the corresponding channel strategy implementation plan.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86

【参考文献】