鄂尔多斯集团服装产品市场营销对策研究

发布时间：2019-02-10 18:56

【摘要】：中国作为世界上服装消费增长最快的国家，一直堪称服装大国，同时也是世界最大的服装生产与出口国家。中国经济发展迅速，人们的物质生活水平显著提高，也促进了我国服装行业的蓬勃发展，个性化、市场化、前沿化的服装越来越受到人们的追捧。鄂尔多斯集团1981年建厂至今，，服装产品经历三十年的发展，现已成为我国服装行业尤其是羊绒加工制品的领军企业。企业不断寻求新的发展方向，涉及领域从较为单一的服装板块到复杂的能源、盐化工、地产、经济以及海外事业等六大办款，涵盖了地产、煤炭）店里、化工等近十大主导产业，形成了“六大事业版块推进，十大主导产业并存”的经营格局。服装板块仍是企业的基础和核心，在新的历史环境下，由于国内羊绒中低档产品占领市场，舒适、健康、时尚、环保的消费理念渐入人心，产品季节性仍然比较明显，消费者以中老年顾客为主等因素的影响，加之当前羊绒产品加工企业较多，企业店面不能以消费者为中心，企业员工素质与企业发展不同步，顾客维护工作开展较差及企业产品未形成国际品牌优势等问题的困扰，导致企业在前进与发展的进程遇到困难。加之服装行业受国际经济环境影响严重，2012年受欧债危机的影响，鄂尔多斯集团的经济效益更是受到影响，这给企业带来新的挑战。本文以鄂尔多斯集团服装产品为研究对象，在对其当前羊绒服装产品市场营销策略进行探讨。论文绪论部分先介绍了研究背景与意义，提出研究方法与研究目的，从市场营销理论出发，综述相关的理论成果。正文部分通过对国内外羊绒行业市场现状分析及集团服装产品营销现状分析，对鄂尔多斯集团内外部环境的分析研究，获知企业目前面临的发展机遇与挑战，分析企业自身的优劣势，并在此基础上提出新的营销与发展策略，切实解决企业在未来发展过程中遇到的重重困难。首先，分析研究课题的研究背景及意义，并介绍研究目的及方法，简明概要市场营销的相关理论，介绍当前国内外羊绒行业的市场现状，对鄂尔多斯集团服装产品营销状况进行分析，通过SWOT分析法辨别该集团自身的优劣势，以及在经营与发展过程中面临的机遇与挑战。提出鄂尔多斯集团服装产品市场营销策略。策略内容不仅涵盖品牌的建立还包括服务人员的素质管理、库存管理、店面管理和信息管理五大方面内容。最后得出研究的结论。希望能在实践领域对同类企业或行业内其他企业产品市场营销策略的提出有一定的借鉴意义。
[Abstract]:China, as the world's fastest growing clothing consumption, has been a clothing country, but also the world's largest clothing production and export countries. With the rapid development of Chinese economy and the remarkable improvement of people's material living standard, the clothing industry of our country has also developed vigorously, which is becoming more and more popular with people. Since its establishment in 1981, Ordos Group has been developing garment products for 30 years, and has become a leading enterprise in China's garment industry, especially in cashmere processing products. Companies are constantly looking for new directions in areas ranging from a single clothing plate to complex energy, salt, chemical, real estate, economic and overseas businesses, covering real estate and coal stores. Chemical industry and other ten leading industries, formed the "six major industries to promote, ten leading industries co-exist" management pattern. Clothing is still the foundation and core of the enterprise. In the new historical environment, because domestic cashmere and low-grade products occupy the market, comfortable, healthy, fashionable and environmentally friendly, the consumption concept of "comfort, health, fashion and environmental protection" has gradually entered the hearts of the people, and the seasonal products are still quite obvious. The influence of consumers, such as middle-aged and elderly customers, and the fact that there are more cashmere processing enterprises, the storefront of enterprises cannot be consumer-centered, and the quality of enterprise employees is out of step with the development of enterprises. The problems of poor customer maintenance and the lack of international brand advantages lead to difficulties in the progress of enterprise's progress and development. In addition, the clothing industry is seriously affected by the international economic environment, and by the European debt crisis in 2012, and the economic benefits of Ordos Group are even more affected, which brings new challenges to enterprises. In this paper, Ordos Group clothing products as the research object, the current cashmere clothing products marketing strategy is discussed. The introduction first introduces the research background and significance, puts forward the research methods and purposes, and summarizes the relevant theoretical results from the marketing theory. In the main part, by analyzing the market situation of cashmere industry at home and abroad and the current situation of group clothing product marketing, and analyzing the internal and external environment of Ordos Group, we know the development opportunity and challenge that the enterprise is facing at present. Based on the analysis of the advantages and disadvantages of the enterprises, new marketing and development strategies are put forward to solve the difficulties encountered by the enterprises in the process of future development. First of all, analyze the research background and significance of the research topic, and introduce the purpose and method of the research, brief summary of the relevant theories of marketing, introduce the current market situation of cashmere industry at home and abroad. This paper analyzes the marketing situation of Ordos Group clothing products, and identifies the advantages and disadvantages of Ordos Group by SWOT analysis, as well as the opportunities and challenges in the process of operation and development. Put forward the marketing strategy of Ordos Group clothing products. The strategy not only covers the establishment of brand, but also includes the quality management of service personnel, inventory management, store management and information management. Finally, the conclusion of the study is drawn. It is hoped that it can be used for reference to put forward the marketing strategies of similar enterprises or other enterprises in the field of practice.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.86

【共引文献】