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| 论文编号： | 6239 | |
| 作者编号： | 2120092571 | |
| 上传时间： | 2014/6/6 10:32:49 | |
| 中文题目： | 男装企业营销组合策略研究—以A公司为例 | |
| 英文题目： | Research on marketing mix tactics of menswear industry | |
| 指导老师： | 刘建华 | |
| 中文关键字： | 男装市场；市场细分；营销组合策略；4C营销组合策略 | |
| 英文关键字： | Menswear marking; Menswear market segmentation; Marketing mix strategies; 4C marketing mix strategies | |
| 中文摘要： | 随着中国经济的快速发展，人均可支配收入水平的大幅提高，人们越来越注重生活的品味。特别是商务界人士，对服饰的需求越来越高，这对于男装企业来说，既是考验更是机会。本文主要研究男装企业的商业营销定位以及组合策略实施。通过对我国男装行业的发展以及所面临的市场同质化、顾客满意度低以及研发基础薄弱等问题，提出男装企业营销研究动因。论文以A男装企业为例，具体分析其营销定位以及具体的营销组合策略。 本文研究的男装企业营销定位及组合策略基于PEST、五力模型、SWOT分析法、市场细分理论以及4Ps、4Cs营销组合策略理论等相关理论的回顾与应用。本文研究思路从分析男装市场发展规模、经营模式开始，分析行业发展所出现的问题，探讨解决的具体措施。 本文在分析A男装企业所处的宏观环境、行业竞争环境及其优势、劣势、机会与威胁等因素的基础上，对目标市场进行细分与定位，然后提出基于顾客解决方案的产品策略、基于顾客成本的价格策略、基于便利的分销策略以及基于沟通的促销策略，并从企业的文化融入、品质控制、组织结构、信息系统以及财务等方面实施保障。 对于A男装企业所面临的库存、终端零售能力下降、政策、国际竞争以及在线销售趋势等问题提出解决方案，对于男士成衣企业乃至整个服装行业具有一定参考价值。 男装产品、销售渠道多种多样、本文在服务方面较少涉及，对于顾客投诉与顾客转移方面未进行介绍。未来，随着服务的融入，如何为顾客提供整体的产品方案、服务水平、服务保障将是男装企业需更多考虑的方面，处于初期发展阶段的男装企业仍面临多方面的考验。 | |
| 英文摘要： | With the rapid development of China's economy, disposable income has been greatly improved, and people pay more attention to the taste of life. Especially for the business man, there are more and more needs for high-level clothing. This is a test, but much more is an opportunity. This paper mainly studies the menswear commercial marketing positioning and strategies. Through the analysis of the status of China's menswear industry development and the problems are facing with, such as market homogenization, the decline in customer satisfaction, and the low research and development level, which leads to motivation of its distribution market research. Taking the company A as an example, this paper analysis its marketing positioning and marketing mix strategies. This paper bases on the review and application of PEST analysis, five-forces analysis, SWOT analysis, market segmentation, 4Ps, 4Cs theories. This research starts from the analysis of the size and business model of the menswear market, and the problems facing the market, then discuss the practical strategies. This paper analysis company A’s market environment, strength、weakness、opportunity and threats, segment its target market and position. then, lists some strategies, such as custom solution, custom cost, convenience, communication, and culture, concept, quality control, personnel, organization, information system, finance guarantee. The paper propose solutions for the problems faced by enterprises, such as inventories, the decline of retail capacity, policies, international competitiveness and B2C trends. It also provides a certain reference value for and menswear and the clothing industry. Men's products and sales channel diversity, and this in the case of services, less involved in customer complaints and customer transfer has not been introduced. In the future, with the integration of services , how to provide a whole product solutions for customers, service levels, service guarantee will be required to give more consideration to aspects of business men , men in the early stages of development companies still face many challenges. | |
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