摩奥公司快时尚服装营销策略研究

发布时间：2018-06-25 19:13

本文选题：快时尚服装 + 4P营销组合　；参考：《安徽大学》2017年硕士论文

【摘要】：从改革开放以来,我国经济取得了快速发展,服装产业作为传统行业,获得了不错的成绩,但同时也存在明显的不足,大而不强,多而不精是我们服装行业的特点,主要盈利方式还是替其他品牌做贴牌生产,缺乏自己的品牌,品牌意识差和品牌营销能力弱。尤其是在注重时尚的服装领域中还是处于跟随位置,这样的地位,将会严重制约我国服装行业做大做强。在当今激烈的市场竞争中,如何能够生存下来,如何取得长足的发展甚至是走到领导者的位置,是每个服装企业面临和需要思考的问题。本文希望通过对南京摩奥服饰的营销策略研究,能够为我国服装行业的发展提供一些方向和参考。南京摩奥服饰有限公司从成立至今,已经发展了十几年,从当初的一家店,到如今的近千家店,企业正处于从以前领导者个人经验管理迈向科学管理的过渡阶段,在发展中企业的营销存在着各种问题,本文以国内外关于快时尚的文献和营销理论为理论依据,运用案例分析的定性研究方法和SWOT分析工具,对南京摩奥服饰公司的宏观环境、行业环境分析以及微观环境进行分析,指出了摩奥服装营销的现状及需要解决的问题:产品更新速度慢、渠道管理能力弱、促销手段单一等,最后提出摩奥公司快时尚服装的营销策略:基于顾客需求的产品设计和改进、基于顾客成本考虑的价格制定及修改、渠道建设的加强和增加、促销形式的丰富和完善,并提出了这些营销策略实施需要的保障措施。研究结论可供我国同类型的服装企业在制定营销策略时参考和借鉴。
[Abstract]:Since the reform and opening up, China's economy has made rapid development, the clothing industry as a traditional industry, has achieved good results, but at the same time there are obvious shortcomings, big and not strong, more and less refined is the characteristics of our clothing industry. The main way to make profit is to make label production for other brands, lack their own brand, poor brand awareness and weak brand marketing ability. Especially in the fashion-oriented clothing field is still in the following position, such a position, will seriously restrict China's clothing industry to become bigger and stronger. In today's fierce market competition, how to survive, how to make great progress and even go to the position of leader is the problem that every garment enterprise faces and needs to think about. This paper hopes to provide some direction and reference for the development of China's garment industry through the research on the marketing strategy of Nanjing Moao clothing. Since its establishment, Nanjing Moao Apparel Co., Ltd. has developed for more than ten years. From the original store to the near Qianjiajie, the enterprise is in the transition stage from the previous leader's personal experience management to scientific management. There are various problems in the marketing of developing enterprises. Based on the domestic and foreign literature and marketing theory about fast fashion, this paper applies the qualitative research method of case analysis and SWOT analysis tool to the macro environment of Nanjing Moao clothing Company. Industry environment analysis and micro environment analysis, pointed out the current situation and the problems to be solved in Mor clothing marketing, such as slow product renewal, weak channel management ability, single promotion means, etc. Finally, the paper puts forward the marketing strategy of moo company's fast fashion clothing: product design and improvement based on customer's demand, price formulation and modification based on customer's cost consideration, strengthening and increasing of channel construction, enrichment and perfection of sales promotion form And put forward these marketing strategy implement need safeguard measure. The conclusion can be used as a reference for the same type of clothing enterprises in China to formulate marketing strategies.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.86

【参考文献】