联系我们

论文查询结果	返回搜索

论文编号：	13294
作者编号：	2320190494
上传时间：	2022/6/10 11:45:02
中文题目：	T服装公司市场营销策略及其实施研究
英文题目：	Research on Marketing Strategy and Implementation of T Clothing Company
指导老师：	李桂华教授
中文关键字：	T服装公司；服装营销策略；新媒体营销；促销策略
英文关键字：	T clothing company; Clothing marketing strategy; New media marketing strategy; Marketing promotion strategy
中文摘要：	在近年来的发展中，上游端产能迁移与行业整合工作得以逐步开展，消费需求更为强烈，这就使得服装行业发展开始有了复苏态势，给服装行业规模拓展起到了较好的推进作用。对于运动服装而言，所对应的标准化程度较高，并且具有较高的行业集中度，市场需求量较大。近年来互联网等新兴技术发展极快，销售渠道也在逐步完善，然而，对于传统服装企业而言，在对服装产品进行销售时依然采用的是加盟店的方式进行，而未能实现对线上渠道的有效使用，使得线上产品销量较低。与此同时，存在线上线下价格战等方面的问题。传统服装企业在发展过程中，要想实现对自身竞争力的强化，便需加快推进渠道建设方面的工作，改善供应链关系，以实现对经营成本的有效控制，并获得更高的经营收入。 本文通过运用PEST、SWOT等分析工具，以T服装公司为例，针对公司所处环境进行了较为详细的探究，由此确定出适合其发展的营销策略。在内容方面主要包括，差异化的产品设计研发策略、推进科学的定价方法、线上线下渠道双向推进以及充分运用新媒体手段进行多元化促销等销售形式等。并为了进一步促进营销战略的实施，实现营销目标，本文对未来T服装公司营销策略落实的保障措施提供建议，主要包括财务保障、人员和制度保障以及技术保障等。 本次研究工作的开展，不但能够将其应用于T服装公司中，与此同时，也能够给同行业其他企业提供相应参考。
英文摘要：	In the development in recent years, upstream capacity migration and industry integration work have been gradually carried out, and consumer demand has become stronger, which has led to a recovery trend in the development of the clothing industry, which has played a better role in promoting the scale expansion of the clothing industry. For sportswear, the corresponding degree of standardization is high, and it has a high degree of industry concentration, and the market demand is large. In recent years, emerging technologies such as the Internet have developed rapidly, and sales channels have been gradually improved. However, for traditional clothing companies, they still use franchise stores to sell clothing products, and fail to achieve online sales. Effective use of channels makes online product sales lower. At the same time, there are problems such as online and offline price wars. In the development process of traditional clothing enterprises, if they want to strengthen their own competitiveness, they need to accelerate the work of channel construction and improve supply chain relations, so as to achieve effective control of operating costs and obtain higher operating income. By using PEST, SWOT and other analysis tools, this paper takes T clothing enterprise as an example, and conducts a more detailed exploration of the environment in which the enterprise is located, thereby determining the marketing strategy suitable for its development. In terms of content, it mainly includes differentiated product design and research and development strategies, promotion of scientific pricing methods, two-way promotion of online and offline channels, and full use of new media means for diversified promotions and other sales forms. And in order to further promote the implementation of the marketing strategy and achieve the marketing goals, this paper provides suggestions on the safeguard measures for the implementation of the marketing strategy of T clothing company in the future, mainly including financial guarantee, personnel and system guarantee, and technical guarantee. The development of this research work can not only apply it to T clothing companies, but also provide corresponding references for other companies in the same industry.
查看全文：	预览  下载(下载需要进行登录)