本文選題：童裝 + 品牌　； 參考：《青島大學(xué)》2008年碩士論文

【摘要】： 巴拉巴拉童裝入選“中國(guó)名牌”,從銷(xiāo)售總額、市場(chǎng)擴(kuò)展的規(guī)模上已成為國(guó)內(nèi)童裝市場(chǎng)最具影響力和市場(chǎng)占有率的領(lǐng)先品牌。巴拉巴拉童裝2001年進(jìn)入威海童裝市場(chǎng),在威海友誼商廈設(shè)有品牌專(zhuān)賣(mài)。但是,其在威海童裝市場(chǎng)的發(fā)展卻差強(qiáng)人意。 本研究首先對(duì)巴拉巴拉公司進(jìn)行了介紹,對(duì)我國(guó)童裝市場(chǎng)和威海童裝市場(chǎng)進(jìn)行分析,證實(shí)了童裝行業(yè)的空間與發(fā)展?jié)摿Α?然后,在市場(chǎng)營(yíng)銷(xiāo)理論的指導(dǎo)下,通過(guò)市場(chǎng)調(diào)查的方式對(duì)威海童裝市場(chǎng)的競(jìng)爭(zhēng)狀況和消費(fèi)群體的消費(fèi)行為進(jìn)行分析,為巴拉巴拉品牌針對(duì)威海童裝市場(chǎng)進(jìn)行了目標(biāo)客戶的選擇和市場(chǎng)定位。 其次,對(duì)巴拉巴拉在威海童裝市場(chǎng)的營(yíng)銷(xiāo)策略進(jìn)行研究,制定了傳統(tǒng)的營(yíng)銷(xiāo)策略。通過(guò)對(duì)旗艦店店址影響因素進(jìn)行分析,巴拉巴拉品牌童裝欲在威海振華商廈建立巴拉巴拉品牌旗艦店,待市場(chǎng)成熟后通過(guò)選擇二級(jí)加盟商(榮成、文登、乳山)的方式來(lái)編織終端網(wǎng)絡(luò)、建立經(jīng)銷(xiāo)商網(wǎng)絡(luò),全面啟動(dòng)巴拉巴拉品牌童裝在威海地區(qū)的銷(xiāo)售,并系統(tǒng)地提出了不同店鋪的經(jīng)營(yíng)和促銷(xiāo)策略。 最后,在制定傳統(tǒng)營(yíng)銷(xiāo)策略的基礎(chǔ)上提出了創(chuàng)新性策略。巴拉巴拉公司開(kāi)發(fā)專(zhuān)業(yè)的網(wǎng)上購(gòu)物平臺(tái),建成網(wǎng)上購(gòu)物商城,威海代理商利用自身的資源優(yōu)勢(shì),進(jìn)行終端管理,實(shí)行網(wǎng)絡(luò)營(yíng)銷(xiāo),拓廣營(yíng)銷(xiāo)渠道,并進(jìn)行了可行性論證分析,制定了網(wǎng)絡(luò)營(yíng)銷(xiāo)策略。
[Abstract]:Barra has been selected as "China famous brand", and has become the most influential and market share leading brand in the domestic children's wear market from the total sales volume and the scale of market expansion. Barra children's wear into the Weihai children's wear market in 2001, Weihai Friendship Commercial Building has a brand monopoly. However, its development in Weihai children's wear market is not satisfactory. Firstly, this study introduces Barra Company, analyzes the children's wear market and Weihai children's wear market in China, and confirms the space and development potential of children's wear industry. Under the guidance of marketing theory, this paper analyzes the competition situation and consumer behavior of Weihai children's wear market by means of market investigation. For the brand of Weihai children's wear market for the choice of target customers and market positioning. Secondly, the marketing strategy of Baya in Weihai children's wear market was studied, and the traditional marketing strategy was established. Through the analysis of the influencing factors on the location of the flagship store, Bala brand children's clothing brand wants to establish the Bala brand flagship store in Weihai Zhenhua Commercial Building. After the market matures, it will select the secondary franchisee (Rongcheng, Wendeng). Rushan) to weave the terminal network, establish a dealer network, fully start the Barra brand children's clothing sales in the Weihai area, and systematically put forward different store management and promotion strategy. Finally, On the basis of the traditional marketing strategy, the paper puts forward the innovative strategy. Barra Company develops professional online shopping platform, builds online shopping mall, Weihai agents use their own resource advantages, carry out terminal management, carry out network marketing, expand marketing channels, and carry out feasibility analysis. A network marketing strategy has been formulated.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F274;F426.86

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 權(quán)京珍;中國(guó)高檔童裝品牌營(yíng)銷(xiāo)策略研究[D];東華大學(xué);2012年

2 祝宇思;我國(guó)童裝企業(yè)經(jīng)營(yíng)模式的發(fā)展探究[D];陜西科技大學(xué);2013年

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本文編號(hào)：2008332