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论文编号：	11109
作者编号：	2320170648
上传时间：	2019/12/6 22:03:39
中文题目：	P女装零售公司营销策略选择及实施研究
英文题目：	Research on Marketing Tactics Selection and Implementation of P Women''''s Clothing Retail Company
指导老师：	任星耀
中文关键字：	女装品牌；零售业；营销组合策略；价值链
英文关键字：	P brand；women''''s clothing retail business； marketing mix；value chain
中文摘要：	资料表明中国女装市场在2018年的规模达到9991亿元，增速为7.6%。2020年的规模预计达到10565亿元，整个市场有着巨大的空间。同时女装市场呈现高度分散化的态势，占据垄断地位的行业龙头尚未出现，这为新品牌的发展提供了机会和空间。但整体来看由于整体市场的不确定性大大增加，2019年女装市场预计将会下滑，只有占据品牌优势和较高影响力的服装企业，才更有可能在竞争激烈的市场中抢占市场份额。女装市场的另一特点是单一品牌的销售规模较小，这是由于品牌到一定阶段后，渠道饱和，增长困难。因此女装品牌容易遇到瓶颈。未来多品牌运营的优质女装公司预计市场份额将会逐渐增大，形成具有绝对优势的品牌集群。此外，女装市场的销售渠道也在发生变化。最后，全球数据分析公司尼尔森最新发布的2019年第二季度中国消费趋势指数报告中指出，如今有68%的中国消费者更偏好国产品牌，国潮回归。 P公司为单品牌运作的公司，旗下只有P品牌一女装服装品牌在运作。作者从P品牌的发展状况以及现状出发，分析公司现行营销策略，对P公司的情况进行诊断，并尝试找出可以优化替代的方案。通过运用STP理论框架诊断P品牌的目标市场和品牌定位，通过SWOT分析明确品牌的优劣势和机会威胁，通过4PS理论框架对品牌的营销策略进行诊断分析，提出适合该公司的整体营销策略。并且为了保证策略有效运行，需要匹配柔性供应链和客户关系优化，明确总部职能和风险控制。 该论文的主要结论主要有：首先，品牌要实现突破需要打通价值链全流程，将产品策略、定价和营销沟通策略、渠道策略很好的融合统一到每一个环节中去。其次，渠道升级是品牌突破必须要重视的内容。第三，考虑到单一品牌规模劣势，多品牌发展预期可以提高公司细分市场份额。
英文摘要：	The data shows that the size of the Chinese women's wear market reached 999.1 billion yuan in 2018, a growth rate of 7.6%. The scale of 2020 is expected to reach 106.5 billion yuan, and the entire market has a huge space. At the same time, the women's wear market is highly decentralized, and the leading industry monopoly has not yet appeared, which provides an opportunity for the development of new brands. However, as the overall market uncertainty has increased significantly, the women's wear market is expected to decline in 2019. Only clothing companies that have a brand advantage and high influence will be more likely to seize market share in a highly competitive market. Another feature of the women's wear market is that the sales volume of a single brand is small. This is because after the brand reaches a certain stage, the channel is saturated and the growth is difficult. Therefore, women's clothing brands are prone to bottlenecks. In the future, the market share of high-quality women's wear companies with multi-brand operations will gradually increase, forming a brand cluster with absolute advantages. In addition, the sales channels of the women's wear market are also changing. Finally, the world's data analysis company Nielsen recently released the second quarter of 2019 China Consumer Trends Index report pointed out that 68% of Chinese consumers now prefer domestic brands; the national tide returns. Company P is a single-brand company that operates only with the P brand and a women's clothing brand. Based on the development status and current status of the P brand, the author analyzes the company's current marketing strategy, diagnoses the situation of P company, and tries to find a solution that can optimize the marketing strategies. The paper uses the STP framework to diagnose the target market and brand positioning of P brand, uses SWOT analysis to identify the advantages, disadvantages, opportunities, and threat of the brand, uses the 4PS framework to diagnose the brand marketing strategy, and proposes the suitable overall marketing strategy for the company. And in order to ensure the effective operation of the strategy, it is necessary to match the flexible supply chain and customer relationship optimization, clarify the headquarters functions and risk control. The main conclusions of the paper contain three aspects: First of all, to achieve breakthroughs in the brand, it is necessary to open up the entire process of the value chain, and integrate product strategy, pricing and marketing communication strategies, and channel strategies into each link. Secondly, channel upgrade is the content that brand breakthrough must pay attention to. Third, considering the single brand scale disadvantage, multi-brand development is expected to increase the company's market share.
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