学生论文
|
论文查询结果 |
返回搜索 |
|
|
|
| 论文编号： | 7030 | |
| 作者编号： | 2120122739 | |
| 上传时间： | 2014/12/10 14:00:44 | |
| 中文题目： | 永正制衣定制化营销模式研究 | |
| 英文题目： | Studies of Made to Measure Marketing Mode of Yongzheng Tailor Shop | |
| 指导老师： | 白长虹 | |
| 中文关键字： | 量身定制;品牌价值链;营销管理;SWOT分析 | |
| 英文关键字： | Made to measure;Brand Value Chain;Marketing Management;SWOT mode | |
| 中文摘要： | 当今社会“量身定制”是一个全世界非常流行和普遍的概念，我们几乎随处可以与之相关的广告，“量身定制”课程，“量身定制”手机铃声，“量身定制”时装，甚至是以“量身定制”为主题的电影--“私人订制”。 “量身定制”时装，人们有时也称为“高级定制服装”。高级定制可以说是艺术与商业的结合，每件定制服装都融合了设计师的设计理念，这“精神”赋予了高级定制服装灵魂，高级定制服装是艺术作品，是为顾客而做的“唯一”的艺术作品。高级定制服装自19世纪中页在巴黎产生以来，就流淌着皇家的血液，曾一度是达官贵族的专利，在现在的中国，高级定制改变了以前的服装消费方式，人们通过穿着来获取一种新的生活方式，这种新的生活方式，不但是追求新的体验与服务，更带有对艺术的追求与表达。时至今日，高级定制服装已经代表了一种创造性价值，一种“个性生活方式”。永正制衣，作为国内较早进入服装定制行业的先驱，永正最早引入了西装量身定制的概念，并逐步发展完善自己的工艺及服务，在20世纪90年代末曾经达到了自己的顶峰或者说辉煌的时刻，但随着经济的发展，越来越多竞争品牌的介入，永正制衣的优势逐渐不再那么明显或者说逐渐失去。本人就自己在永正制衣的工作经历，以及对服装及量身定制的了解，运用品牌价值链、品牌管理、客户关系管理、营销模式等相关知识，对永正制衣的市场营销模式及管理进行了研究和分析，并针对永正现有存在的一些营销管理问题，运用SWOT分析模型、品牌及服务管理、市场定位及人力资源管理给出了一些针对性的建议，希望可以对永正制衣及类似的中国高级量身定制企业有一定的参考借鉴作用。作者由于现有工作经历及知识经验所限，对很多内容的探讨仍然不免深度和宽度不足，仍需要在日后的工作学习中进一步地进行学习和探讨。 | |
| 英文摘要： | Nowadays Made to measure is one common and popular word around the world, we can see many advertisements about it here and there, “made to measure” courses,“made to measure” music call for your phone, “made to measure” suit, and even “made to measure” movie-Personal Tailor. Tailored fashionable dress, sometimes is called super tailored clothing in China. Tailored clothing is combination of commercial and art, each tailored clothing has the designer’s thoughts and ideas, just like the soul of the clothing because of the designer’s spirit in it. Tailor clothing is an artist product, which is unique to the individual customer. Tailored clothing was the priority of richest and royal persons in 1900 in western countries, however nowadays in China, tailored clothing changes the clothing consumption mode, people get not only new dressing experience by it, but express the personal lifestyle and art taste through it. So tailored clothing is now creating innovation value, and it is already an attitude of lifestyle. Yongzheng Tailor Shop is one of the most famous Brand for Made to measure suits in China, it ever was very popular in the year of 1980~1995,and reached the peak during 1990 to 1995 year. While with the time flied, its advantages were copied and even lost by other brands, including domestic brand and international brand, for example: Ermenegildo Zegna, George Armani, Vanking Bespoken, Long Qingxiang, etc. As one Marketing manager, who ever worked in Yongzheng Tailor Shop, I use brand value chain to rearch the marketing and sales mode of Yongzheng, and advise some suggestions by SWOT mode for it, hope it can benefit something for Yongzheng or even other brands of made to measure in China. | |
| 查看全文： | 预览 下载(下载需要进行登录) |