發(fā)布時(shí)間：2018-05-17 10:14

  本文選題：市場(chǎng)定位 + 營(yíng)銷(xiāo)組合��； 參考：《東華大學(xué)》2017年碩士論文

【摘要】：服裝行業(yè)一直都是我國(guó)國(guó)民經(jīng)濟(jì)中出口創(chuàng)匯的支柱行業(yè)。近十幾年以來(lái)經(jīng)濟(jì)和貿(mào)易的全球一體化為服裝行業(yè)的發(fā)展提供了前所未有的機(jī)會(huì),但是也導(dǎo)致服裝行業(yè)產(chǎn)能的快速擴(kuò)張、生產(chǎn)能力的嚴(yán)重過(guò)剩;伴隨著世界經(jīng)濟(jì)持續(xù)下行、人民幣匯率波動(dòng)、美國(guó)及歐盟消費(fèi)市場(chǎng)的疲軟、國(guó)內(nèi)消費(fèi)市場(chǎng)內(nèi)需不足、國(guó)內(nèi)生產(chǎn)成本快速上升等諸多不利因素,此外作為勞動(dòng)密集型產(chǎn)業(yè)的紡織服裝在越南、孟加拉、柬埔寨、印度等東南亞國(guó)家的快速發(fā)展,使得中國(guó)服裝企業(yè)的訂單不斷減少,競(jìng)爭(zhēng)越來(lái)越激烈,利潤(rùn)空間越來(lái)越低。面對(duì)如此錯(cuò)綜復(fù)雜的國(guó)內(nèi)國(guó)際形勢(shì),非常有必要對(duì)服裝公司的營(yíng)銷(xiāo)策略進(jìn)行分析研究,在此基礎(chǔ)上找到適合我國(guó)服裝行業(yè)發(fā)展的營(yíng)銷(xiāo)策略。本文根據(jù)SOA服裝有限公司的市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀,結(jié)合營(yíng)銷(xiāo)環(huán)境分析,利用各種營(yíng)銷(xiāo)理論對(duì)SOA服裝公司的營(yíng)銷(xiāo)策略進(jìn)行分析研究,結(jié)合問(wèn)卷調(diào)查所收集到的數(shù)據(jù),找出SOA公司新產(chǎn)品開(kāi)發(fā)不足、定價(jià)偏高、銷(xiāo)售渠道單一、促銷(xiāo)簡(jiǎn)單以及關(guān)系營(yíng)銷(xiāo)缺乏等問(wèn)題和不足。同時(shí)基于多種營(yíng)銷(xiāo)理論對(duì)SOA服裝公司發(fā)展過(guò)程中這些問(wèn)題進(jìn)行剖析。較為深入的了解了SOA服裝公司的發(fā)展現(xiàn)狀,結(jié)合實(shí)際情況明確SOA服裝公司的市場(chǎng)定位,并制定了相對(duì)應(yīng)的適合公司發(fā)展的改善性營(yíng)銷(xiāo)組合策略。在市場(chǎng)營(yíng)銷(xiāo)組合策略制定中,從產(chǎn)品、價(jià)格、渠道、促銷(xiāo)以及關(guān)系營(yíng)銷(xiāo)等幾個(gè)方面給出了詳細(xì)的營(yíng)銷(xiāo)理念和實(shí)施措施。并對(duì)市場(chǎng)營(yíng)銷(xiāo)策略的實(shí)施和保障提出建議。
[Abstract]:Clothing industry has been our national economy in the export to earn foreign exchange pillar industry. The global integration of economy and trade in the past decade has provided unprecedented opportunities for the development of the garment industry, but it has also led to the rapid expansion of capacity and serious overcapacity in the garment industry. RMB exchange rate fluctuations, weak consumer markets in the United States and the European Union, insufficient domestic demand in the domestic consumer market, rapid rise in domestic production costs, and many other unfavorable factors. In addition, textile and clothing, as labor-intensive industries, in Vietnam and Bangladesh, With the rapid development of Cambodia, India and other Southeast Asian countries, the orders of Chinese garment enterprises are decreasing, the competition is becoming more and more fierce, and the profit margin is becoming lower and lower. In the face of such complicated domestic and international situation, it is necessary to analyze and study the marketing strategies of garment companies, and on this basis to find out the marketing strategies suitable for the development of the clothing industry in China. According to the marketing situation of SOA Garment Co., Ltd., combined with the analysis of marketing environment, this paper analyzes and studies the marketing strategy of SOA Garment Company by using various marketing theories, and combines the data collected by questionnaire survey. To find out the problems and shortcomings of SOA Company, such as underdevelopment of new products, high pricing, single sales channel, simple promotion and lack of relational marketing. At the same time, based on a variety of marketing theory to analyze these problems in the development of SOA clothing company. Deeply understand the current situation of SOA clothing company, combined with the actual situation to clarify the market positioning of SOA clothing company, and formulate the corresponding improvement marketing mix strategy suitable for the development of the company. In the formulation of marketing combination strategy, the detailed marketing concept and implementation measures are given from the aspects of product, price, channel, promotion and relationship marketing. And puts forward the suggestion to the market marketing strategy implementation and the safeguard.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F426.86

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