本文選題：快時(shí)尚服裝 + 4P營(yíng)銷組合�。� 參考：《安徽大學(xué)》2017年碩士論文

【摘要】：從改革開放以來,我國(guó)經(jīng)濟(jì)取得了快速發(fā)展,服裝產(chǎn)業(yè)作為傳統(tǒng)行業(yè),獲得了不錯(cuò)的成績(jī),但同時(shí)也存在明顯的不足,大而不強(qiáng),多而不精是我們服裝行業(yè)的特點(diǎn),主要盈利方式還是替其他品牌做貼牌生產(chǎn),缺乏自己的品牌,品牌意識(shí)差和品牌營(yíng)銷能力弱。尤其是在注重時(shí)尚的服裝領(lǐng)域中還是處于跟隨位置,這樣的地位,將會(huì)嚴(yán)重制約我國(guó)服裝行業(yè)做大做強(qiáng)。在當(dāng)今激烈的市場(chǎng)競(jìng)爭(zhēng)中,如何能夠生存下來,如何取得長(zhǎng)足的發(fā)展甚至是走到領(lǐng)導(dǎo)者的位置,是每個(gè)服裝企業(yè)面臨和需要思考的問題。本文希望通過對(duì)南京摩奧服飾的營(yíng)銷策略研究,能夠?yàn)槲覈?guó)服裝行業(yè)的發(fā)展提供一些方向和參考。南京摩奧服飾有限公司從成立至今,已經(jīng)發(fā)展了十幾年,從當(dāng)初的一家店,到如今的近千家店,企業(yè)正處于從以前領(lǐng)導(dǎo)者個(gè)人經(jīng)驗(yàn)管理邁向科學(xué)管理的過渡階段,在發(fā)展中企業(yè)的營(yíng)銷存在著各種問題,本文以國(guó)內(nèi)外關(guān)于快時(shí)尚的文獻(xiàn)和營(yíng)銷理論為理論依據(jù),運(yùn)用案例分析的定性研究方法和SWOT分析工具,對(duì)南京摩奧服飾公司的宏觀環(huán)境、行業(yè)環(huán)境分析以及微觀環(huán)境進(jìn)行分析,指出了摩奧服裝營(yíng)銷的現(xiàn)狀及需要解決的問題:產(chǎn)品更新速度慢、渠道管理能力弱、促銷手段單一等,最后提出摩奧公司快時(shí)尚服裝的營(yíng)銷策略:基于顧客需求的產(chǎn)品設(shè)計(jì)和改進(jìn)、基于顧客成本考慮的價(jià)格制定及修改、渠道建設(shè)的加強(qiáng)和增加、促銷形式的豐富和完善,并提出了這些營(yíng)銷策略實(shí)施需要的保障措施。研究結(jié)論可供我國(guó)同類型的服裝企業(yè)在制定營(yíng)銷策略時(shí)參考和借鑒。
[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.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.86

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本文編號(hào)：2067179