【摘要】： 2008年服裝行業(yè)面臨結(jié)構(gòu)性大洗牌。全球經(jīng)濟(jì)環(huán)境對(duì)我國(guó)出口影響進(jìn)一步顯現(xiàn),新勞動(dòng)合同法實(shí)施帶來(lái)的成本和用工方面的連鎖反應(yīng),人民幣升值壓力進(jìn)一步加大等等因素,以貼牌生產(chǎn)為主的中小企業(yè)生存環(huán)境更加嚴(yán)峻。同時(shí),大型企業(yè)通過(guò)產(chǎn)品結(jié)構(gòu)升級(jí)、產(chǎn)業(yè)資源重組、梯度轉(zhuǎn)移、品牌創(chuàng)新、渠道多元化、擴(kuò)大融資等手段化解危機(jī),取得企業(yè)的全面升級(jí)和發(fā)展。產(chǎn)業(yè)資源爭(zhēng)奪將更為激烈,國(guó)內(nèi)市場(chǎng)成為眾企業(yè)力拓的焦點(diǎn)。中國(guó)市場(chǎng)將進(jìn)入精品消費(fèi)時(shí)代,服裝消費(fèi)將不再僅僅為了滿足其最基本的生存需求,將向更高的心理需求、自我滿足需求升級(jí),特別是新增加的數(shù)以千萬(wàn)計(jì)的中產(chǎn)階級(jí),對(duì)反映自身社會(huì)地位和品位的服飾的需求將越來(lái)越迫切,將成就一批抓住了該階層需求的服裝品牌。國(guó)內(nèi)服裝市場(chǎng)將越做越大,市場(chǎng)細(xì)分將越來(lái)越小,但今后國(guó)內(nèi)服裝市場(chǎng)的消費(fèi)趨勢(shì)將集中在精品化和個(gè)性化上。 基于上述認(rèn)識(shí),本文分為五章來(lái)探討我國(guó)自主品牌服裝的營(yíng)銷模式: 第一章通過(guò)分析當(dāng)今我國(guó)服裝消費(fèi)結(jié)構(gòu)的現(xiàn)狀,總結(jié)出我國(guó)服裝消費(fèi)者所表現(xiàn)出來(lái)的特點(diǎn),并指出現(xiàn)在我國(guó)自主品牌服飾的弱勢(shì)現(xiàn)狀與消費(fèi)者需求的矛盾,從而提出提升自主品牌競(jìng)爭(zhēng)力的目的及意義。 第二章對(duì)ZARA營(yíng)銷模式的分析,指出ZARA著名的“三不原則”對(duì)企業(yè)品牌個(gè)性和競(jìng)爭(zhēng)力的塑造作用。從而總結(jié)出我國(guó)服飾品牌成功營(yíng)銷模式塑造的兩大重要因素:品牌構(gòu)建和零售管理模式。最后列出對(duì)這兩大重要因素相關(guān)的核心理論,為第三、四章做理論鋪墊。 第三章主要是從品牌構(gòu)建的調(diào)研與定位、產(chǎn)品架構(gòu)和產(chǎn)品推廣三個(gè)方面進(jìn)行分析,指出服裝企業(yè)在這些方面應(yīng)考慮的因素和原則,并結(jié)合萊克斯頓的實(shí)際操作提出相應(yīng)的解決方案。 第四章把零售管理模式分為四塊:營(yíng)造商店吸引力、銷售人員培訓(xùn)、信息化系統(tǒng)、促銷手段。通過(guò)分析這四個(gè)方面對(duì)服裝銷售的作用,提出較為有效的建議。 第五章總結(jié)出對(duì)品牌構(gòu)建和零售管理模式的建議,并以對(duì)海瀾之家的成功營(yíng)銷方式為例進(jìn)行可行性論證。
[Abstract]:In 2008, the clothing industry was facing a structural reshuffle. The impact of the global economic environment on China's exports is further apparent, the cost and employment chain reaction brought about by the implementation of the new labor contract law, the further increase of RMB appreciation pressure, and other factors, such as the living environment of small and medium-sized enterprises dominated by licensed production is more severe. At the same time, large enterprises resolve the crisis by means of product structure upgrading, industrial resource restructuring, gradient transfer, brand innovation, channel diversification, expansion of financing and so on, so as to achieve the overall upgrading and development of enterprises. The competition for industrial resources will be more intense, the domestic market has become the focus of Rio Tinto. The Chinese market will enter the era of fine consumption, clothing consumption will no longer just to meet its most basic survival needs, will upgrade to higher psychological needs, self-satisfaction needs, especially the new tens of millions of middle class, the demand for clothing reflecting their social status and taste will become more and more urgent, and will achieve a number of clothing brands that grasp the needs of this class. The domestic clothing market will become bigger and bigger, and the market segmentation will be smaller and smaller, but the consumption trend of the domestic clothing market will focus on the essence and individualization in the future. Based on the above understanding, this paper is divided into five chapters to discuss the marketing mode of independent brand clothing in our country: the first chapter analyzes the present situation of clothing consumption structure in our country, summarizes the characteristics of clothing consumers in our country, and points out the contradiction between the weak situation of independent brand clothing and the demand of consumers, so as to put forward the purpose and significance of improving the competitiveness of independent brand. The second chapter analyzes the ZARA marketing model and points out the role of ZARA's famous "three noes" in shaping the brand personality and competitiveness of enterprises. Thus, this paper summarizes two important factors of successful marketing mode of clothing brand in China: brand construction and retail management mode. Finally, the core theories related to these two important factors are listed, which paves the way for the third and fourth chapters. The third chapter mainly analyzes the investigation and positioning of brand construction, product structure and product promotion, points out the factors and principles that should be considered in these aspects, and puts forward the corresponding solutions combined with the actual operation of Leexton. The fourth chapter divides the retail management model into four parts: building store attraction, sales staff training, information system, promotion means. Based on the analysis of the role of these four aspects in clothing sales, this paper puts forward some effective suggestions. The fifth chapter summarizes the suggestions on brand construction and retail management model, and takes the successful marketing mode of Hailan House as an example to demonstrate the feasibility.
【學(xué)位授予單位】：廈門(mén)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F426.86

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 趙前永;中國(guó)服裝企業(yè)SPA應(yīng)用研究[D];北京服裝學(xué)院;2010年

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本文編號(hào)：2508923