X服装企业市场营销精细化管理研究
发布时间：2019-01-02 19:09
【摘要】：精细化管理作为现代科学管理的先进理念,在实现企业的组织战略清晰化、内部管理规范化、资源效益最大化方面发挥着重要的作用,对于面临转型期、管理提升期的企业有着立竿见影的效果。本文以X服装企业市场营销精细化管理为切入点,综合运用文献综述、问卷调查、统计分析等研究方法,系统阐述了精细化管理的内涵特征及营销精细化管理的重要意义,深刻剖析了X服装企业市场营销精细化管理的现状、不足及成因,针对性提出了推进该企业精细化管理实施的策略,为促进X服装企业的市场营销活动提供了一定的借鉴。 本文首先分析了市场营销精细化管理的研究背景,随着我国经济的发展,服装企业获得了较大的成长空间,尤其是在市场经济体制下,人们对于生活品质的追求不断提升,使得服装企业的竞争不断加剧。X服装企业组建以来一直保持着良好的发展态势,但随着企业规模的日益扩大,之前粗放式、经验型的市场营销模式逐渐无法适应企业的发展需要,市场营销模式必须向精细化管理转变,找准企业持续快速发展的新增长点,以推动服装企业更好地定位自身使命职责、探索现代企业管理转型发展路径、提高现代企业管理效益为目的,促进X企业的长远发展。 本文通过对精细化管理和营销精细化管理的内涵、特征以及必要性意义的深入分析,针对X企业当前市场营销精细化管理现状,找准了企业当前存在的一线销售团队工作成效欠缺、员工岗位责任模糊不清、解决自身问题能力弱、营销过程疏于把控、市场定位不清晰、客户个性服务跟不上、对营销数据的感知力不足等现实问题,剖析原因,提出了新的精细化营销策略,主要包括增强员工培训工作的精准度、搞好精准的市场营销调研、制定精细的市场营销策略、对营销管理进行精确控制、充分应用大数据智能分析、加强企业文化建设等,为X服装企业的市场营销活动指出了一条可持续发展之路,对于推动精细化管理在服装企业营销管理中的深化运用具有一定的指导意义。
[Abstract]:As the advanced concept of modern scientific management, fine management plays an important role in realizing the clarity of organizational strategy, standardization of internal management and maximization of resource efficiency. Management of the promotion period of the enterprise has an immediate effect. Based on the research methods of literature review, questionnaire survey, statistical analysis and so on, this paper systematically expounds the connotation characteristics of the meticulous management and the significance of the meticulous marketing management, taking the meticulous marketing management of the X garment enterprise as the breakthrough point and using the literature review, questionnaire survey, statistical analysis and other research methods. This paper deeply analyzes the present situation, deficiency and causes of the meticulous management of marketing in X garment enterprises, and puts forward the strategies to promote the implementation of the fine management of this enterprise, which provides a certain reference for promoting the marketing activities of X garment enterprises. This paper first analyzes the research background of the fine management of marketing. With the development of our country's economy, the garment enterprises have got a large growth space, especially in the market economy system, people's pursuit for the quality of life is constantly improving. X garment enterprises have maintained a good development trend since their establishment, but with the increasing scale of enterprises, before extensive, The experiential marketing model can not meet the needs of the development of the enterprise gradually. The marketing mode must be transformed to the fine management, find the new growth point of the sustained and rapid development of the enterprise, in order to promote the clothing enterprise to better position its mission responsibility. In order to promote the long-term development of X enterprise, the purpose of exploring the development path of modern enterprise management transformation and improving the efficiency of modern enterprise management is to explore the development path of modern enterprise management. Based on the analysis of the connotation, characteristics and necessity of fine management and marketing fine management, this paper aims at the current situation of marketing fine management in X enterprise. Finding out the lack of effectiveness of the current front-line sales team in the enterprise, the ambiguous responsibilities of the employees, the weak ability to solve their own problems, the lack of control in the marketing process, the unclear market positioning, and the inability to keep up with the customer personality service. On the basis of analyzing the reasons for the lack of perception of marketing data, this paper puts forward a new and refined marketing strategy, which mainly includes enhancing the accuracy of staff training, doing a good job of accurate marketing research, and formulating precise marketing strategies. The accurate control of marketing management, the full application of big data's intelligence analysis and the strengthening of enterprise culture construction, etc., have pointed out a sustainable development road for the marketing activities of X garment enterprises. It has certain guiding significance for promoting the application of fine management in the marketing management of garment enterprises.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274
本文编号：2398869
[Abstract]:As the advanced concept of modern scientific management, fine management plays an important role in realizing the clarity of organizational strategy, standardization of internal management and maximization of resource efficiency. Management of the promotion period of the enterprise has an immediate effect. Based on the research methods of literature review, questionnaire survey, statistical analysis and so on, this paper systematically expounds the connotation characteristics of the meticulous management and the significance of the meticulous marketing management, taking the meticulous marketing management of the X garment enterprise as the breakthrough point and using the literature review, questionnaire survey, statistical analysis and other research methods. This paper deeply analyzes the present situation, deficiency and causes of the meticulous management of marketing in X garment enterprises, and puts forward the strategies to promote the implementation of the fine management of this enterprise, which provides a certain reference for promoting the marketing activities of X garment enterprises. This paper first analyzes the research background of the fine management of marketing. With the development of our country's economy, the garment enterprises have got a large growth space, especially in the market economy system, people's pursuit for the quality of life is constantly improving. X garment enterprises have maintained a good development trend since their establishment, but with the increasing scale of enterprises, before extensive, The experiential marketing model can not meet the needs of the development of the enterprise gradually. The marketing mode must be transformed to the fine management, find the new growth point of the sustained and rapid development of the enterprise, in order to promote the clothing enterprise to better position its mission responsibility. In order to promote the long-term development of X enterprise, the purpose of exploring the development path of modern enterprise management transformation and improving the efficiency of modern enterprise management is to explore the development path of modern enterprise management. Based on the analysis of the connotation, characteristics and necessity of fine management and marketing fine management, this paper aims at the current situation of marketing fine management in X enterprise. Finding out the lack of effectiveness of the current front-line sales team in the enterprise, the ambiguous responsibilities of the employees, the weak ability to solve their own problems, the lack of control in the marketing process, the unclear market positioning, and the inability to keep up with the customer personality service. On the basis of analyzing the reasons for the lack of perception of marketing data, this paper puts forward a new and refined marketing strategy, which mainly includes enhancing the accuracy of staff training, doing a good job of accurate marketing research, and formulating precise marketing strategies. The accurate control of marketing management, the full application of big data's intelligence analysis and the strengthening of enterprise culture construction, etc., have pointed out a sustainable development road for the marketing activities of X garment enterprises. It has certain guiding significance for promoting the application of fine management in the marketing management of garment enterprises.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274
【引证文献】
相关期刊论文 前1条
1 张乐冰;;XX服装企业市场营销精细化管理研究[J];商场现代化;2016年11期
相关硕士学位论文 前4条
1 刘景锦;A公司服装营销策略优化研究[D];华东理工大学;2016年
2 刘晖;圣诺地奥男装营销模式研究[D];南昌大学;2015年
3 桑套刚;B公司工程机械配套件产品的营销渠道管理研究[D];湖南师范大学;2015年
4 韩一宁;中石化Y公司非油品业务精细化管理研究[D];大连海事大学;2015年
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