服装市场环境分析及山东如意营销策略优化

发布时间：2018-02-15 05:49

本文关键词： 山东如意市场需求发展趋势营销策略　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：山东如意拥有全球最为顶级的智能化生产线和先进的ERP管理系统,正在从如意制造向如意智造、如意创造的转变。今后,山东如意将全力打造以科技纺织为基础,以时尚设计为引领,以市场需求为中心,以互联网+为支撑的千亿级时尚产业集团。因此,研究服装市场需求、发展趋势和山东如意的营销策略,对山东如意来说非常重要。本文结合服装市场需求和发展趋势,在了解竞争对手的情况下,运用PEST、五力模型、SWOT三种市场环境分析方法,对山东如意所处的市场外部环境、行业环境和内部环境进行了充分的研究和分析,从而针对山东如意服装市场营销现状,提出山东如意服装市场营销策略的优化调整建议,这是山东如意的发展需要,也是山东如意扩大服装市场份额的需要。
[Abstract]:Shandong Ruyi has the world's top intelligent production line and advanced ERP management system. It is changing from Ruyi manufacturing to Ruyi manufacturing and Ruyi creation. In the future, Shandong Ruyi will make every effort to build a technology-based textile industry. Fashion design as the leading, market demand as the center, the Internet as the support of the hundreds of billions of fashion industry groups. Therefore, to study the clothing market demand, development trends and Shandong Ruyi marketing strategy, It is very important for Shandong Ruyi. This paper combines the clothing market demand and the development trend, under the condition of knowing the competition, using the three kinds of market environment analysis methods of pest, five-force model and SWOT, to the market external environment of Shandong Ruyi. The industry environment and internal environment have been fully studied and analyzed, so as to aim at the current situation of Shandong Ruyi clothing marketing, the paper puts forward some suggestions for the optimization and adjustment of Shandong Ruyi clothing marketing strategy, which is the development needs of Shandong Ruyi. It is also the need of Shandong Ruyi to expand the market share of clothing.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F274

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