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论文编号：	12563
作者编号：	2320180689
上传时间：	2021/6/15 22:06:26
中文题目：	数字化时代A公司儿童服装营销策略研究
英文题目：	Research on Marketing Strategy of Brand A Children''''s Apparel in Digital Era
指导老师：	李东进
中文关键字：	数字化营销；消费者购买决策；4P理论；4R框架
英文关键字：	Digital Marketing；Consumer Purchase Decision; 4P Theory；4R Framework
中文摘要：	近年来我国儿童服装行业蓬勃发展，2017年至2020年复合增长率约12.4%，远高于国内成人服装行业增长速度，因此越来越多服装公司探索儿童服装市场，行业高增长也伴随着高竞争，因此品牌公司的市场营销策略重要性越发凸显。A公司儿童服装成立与2008年，借助于母品牌在产品设计、供应链管理、渠道开发的成熟经验，于过去的12年里，快速成为我国儿童服装行业TOP3品牌。为了取得更好的市场发展，制定出符合数字化时代父母消费决策的营销策略及实施框架成为营销管理层重要工作。 基于数字化时代消费者决策变化及营销4.0阶段经典STP和4P理论的新视角，结合国内儿童服装行业经营环境及A公司营销现状，本文主要分析3个问题：（1）数字化时代经典消费者决策理论和市场营销STP和4P理论是否还适用；（2）数字化营销领域社群营销，内容营销等新概念如何系统化执行；（3）A公司数字化营销框架如何实施。 本文首先对我国儿童服装行业环境进行了分析，通过文献研究法及案例研究法，结合A公司消费者调研及营销运营相关数据来具体分析A公司营销策略问题。并得到结论如下：（1）经典的STP营销战略和4P营销学组合需要使用数字化时代新技术手段，并以消费者价值共创的新视角来审视A公司具体问题（2）从消费者决策链路角度建立消费者画像识别（Recognize）、消费者触达（Reach）、消费者链接（Relationship）和销售回报（Return）4R框架系统实施数字化营销新内容；（3）A公司儿童服装的一线市场需重新定位并提供合适产品线，基于4R框架建立的新的营销组织并根据数字化进程不断优化。 本文的实践价值一是为服装行业同仁提供数字化时代营销策略的新视角，二是为A公司儿童服装提出切实可行的营销策略，提升营销效率，进而提升企业整体竞争力和综合实力。
英文摘要：	The choice of marketing strategy in the digital era has been a hot frontier research problem and key practice problem in the field of enterprise marketing in recent years. After the marketing theory from the 1.0 stage to the 4.0 stage in recent years, enterprises have been paying attention to whether there is a practical new perspective and new theory to guide enterprises to solve the practical strategy optimization in the field of marketing. Through literature research method and case study method, this thesis uses A brand consumer research and marketing related data to specifically discuss consumer decision-making changes and marketing strategies in the digital era. Taking A children's clothing brand as an example, this thesis analyzes and discusses the choice of marketing strategy and the implementation framework of A brand in the digital era based on the new theoretical perspective of the digital era, the Chinese children's shoes and clothing industry and A brand, the current situation and problems of marketing, as well as the selection and guarantee of marketing strategy. This thesis thinks that the classic STP marketing strategy and 4 p marketing combination need to use new technology to the digital age, and value to consumers to create A new visual Angle, and introduce the 5 A and AIPL model of consumer decision-making to the comprehensive analysis of A brand marketing problems, and points out that to improve the marketing implementation frameworks and adjust the marketing strategy of Suggestions. This thesis aims to carry out the research on the changes of consumers' purchasing behavior in the clothing industry in the era of digital economy and put forward practical marketing strategies, which can be used as a reference for the marketing colleagues in the clothing industry.
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