KL公司团购定制事业部市场营销策略研究

发布时间：2018-07-06 21:37

本文选题：团购服装 + KL　；参考：《西南交通大学》2014年硕士论文

【摘要】：由于中国经济环境发生着翻天覆地的变化、发展飞速,让更多的中国企业越来越重视他们的外在形象,企业的外在形象可以用很多种形式表现,这里所要表达的是企业通过整体着装、来表达统一形象的外在表现形式。为此市场上出现了企业对团购服装的需求,让各大服装公司进军服装团购业务。截止到目前,各个服装公司已经遇到发展的瓶颈,竞争异常激烈。如何能在激烈的竞争中取得一席之地,是每个服装公司都在思索的问题,找到属于他们自己的营销方法。论文内容主要以中国服装公司具有代表性的KL公司团购事业部为研究对象,并针对它的营销思路中所存在的优势和劣势,通过对团购服装的发展态势以及团购服装行业所面临的竞争环境,尝试以较多的事实资料来进行一定的有效分析、论证和表明KL团购事业部在发展中所运用的较好营销策略以及它所存在的潜在问题；针对问题进行研究变为有效的策略为以后的发展做铺垫。主要内容包括：1.从团体服装定制的发展状况到KL的STP分析、以客户为核心策略、服装产品策略、定价策略、渠道策略、品牌营销力策略、营销管理制度的更改及应用过程,再到所面临的问题一一作详细分析；2.找出它所存在的优势与弊端、选择与突破、成功与不足,从而研究出相应的对策：一是优化目前的营销管理体系；二提出比较适合目前市场竞争的先进营销概念及方法；三是通过科学分析找到可有效实施的市场策略：四是为公司将来的发展对营销战略规划作出有价值的贡献。3.根据大量事实分析并研究的结论,能够给KL定制事业部提供有参考意义的市场营销价值,本文的创新之处在于,能够根据市场营销理论结合KL团购事业部实际状况进行系统的分析,并提出符合公司目前发展的营销改进策略。
[Abstract]:As China's economic environment is undergoing earth-shaking changes and rapid development, more and more Chinese enterprises are paying more and more attention to their external image. The external image of the enterprise can be expressed in many forms. What we want to express here is that the enterprise expresses the external form of the unified image through the whole dress. For this reason, there is a demand for group buying clothing, which allows major clothing companies to enter the clothing group buying business. Up to now, each clothing company has met the bottleneck of development, the competition is extremely fierce. How to get a place in the fierce competition is the question that every clothing company is pondering and finding its own marketing method. The content of the thesis mainly takes the group purchase division of KL Company, which is representative of China Garment Company, as the research object, and aims at the advantages and disadvantages existing in its marketing thinking. Through the development situation of group buying clothing and the competition environment that the group purchase clothing industry faces, try to use more facts to carry on certain effective analysis, This paper demonstrates and demonstrates the good marketing strategy used by KL Group purchase Division in the development and its potential problems. The research on the problem becomes an effective strategy for the future development. The main contents include: 1. From the development of group garment customization to the STP analysis of KL, the customer as the core strategy, clothing product strategy, pricing strategy, channel strategy, brand marketing power strategy, the change and application process of marketing management system, Then to the problems faced one by one to make a detailed analysis. Find out its advantages and disadvantages, choose and break through, success and insufficiency, and then study the corresponding countermeasures: first, optimize the current marketing management system; second, put forward the advanced marketing concepts and methods suitable for the current market competition; The third is to find out the effective market strategy through scientific analysis: fourth, to make a valuable contribution to the marketing strategic planning for the future development of the company. According to the conclusions of a large number of facts analysis and research, it can provide the KL customization division with reference marketing value. The innovation of this paper lies in, According to the marketing theory combined with the KL group purchase department actual situation to carry on the system analysis, and proposed the marketing improvement strategy which accords with the company's present development.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86

【共引文献】