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论文编号：	9273
作者编号：	2120142854
上传时间：	2017/6/16 7:28:52
中文题目：	TF公司在日本市场营销策略及实施研究
英文题目：	Research on marketing strategy and implementation of TF Company in Japan
指导老师：	李桂华
中文关键字：	服装出口；国际营销；营销战略；营销策略组合
英文关键字：	clothing export, international marketing, marketing strategy, marketing strategy combination
中文摘要：	目前全球经济增速放缓，整体市场需求低迷，同时受人民币升值，国内劳动力成本不断攀升，原材料成本持续增加，发达国家的绿色贸易壁垒等因素影响，服装出口行业面临巨大压力，整体增长基本停滞。行业整体面临产业升级和转型，企业要想在如此日益艰难的市场环境里生存和发展，并且达到企业设定的战略目标，不但需要集中优势资源，降低运营成本，提高经营效率，更需要明确目标市场、聚焦核心客户群，以保持行业内的竞争优势。作为传统的生产型出口行业，纺织服装行业涉及到数千万人口的就业，经过几十年的发展，已经形成了非常完整的产业链，但是在日趋严峻的国际市场竞争中，整体行业利润不断下降。与此同时，国际市场需求也变得更加多样化、个性化，订单模式不断改变，快时尚的理念引领整体行业潮流，这些都给服装出口企业带来新的挑战与机遇。市场消费环境也在悄无声息地发生改变，互联网的飞速发展，导致人们的消费习惯和消费观念不断变化。服装出口企业要生存和成长，必须要适应国际市场的变化，找到适合企业战略发展的目标市场，明确市场细分，通过准确的市场定位，使用恰当的营销组合策略，保证企业长期健康稳定发展。本文采用文献分析与案例分析法，以TF公司作为代表，从整体国内外行业分析入手，结合企业的战略发展方向，找到最适合的目标市场。探究日本服装市场的特点和结构，分析市场渠道和销售模式。并对TF公司现有营销状况进行剖析，找到问题和不足，提出合理的优化营销策略与实施保障措施，提高企业营销效果，增强企业的综合竞争能力，同时也希望能为本行业中其他企业的海外营销创新与实施提供借鉴和帮助。
英文摘要：	At present, the global economic slowdown, the overall market demand in the doldrums. At the same time, by the impact of RMB appreciation, the rising domestic labor costs, rising raw material costs, the green trade barriers set by developed countries and other factors, garment export industry is facing enormous pressure, the overall growth is basically stagnant. The whole industry is facing industrial upgrading and transformation. Enterprises need not only to focus on the advantages of resources, reduce operating cost and improve operational efficiency, but also to clear the target market, focus on the core customer base to maintain the industry's competitive advantage if they want to survive and develop in such an increasingly difficult market environment and achieve the strategic goals. As the traditional production-oriented export industry, the textile and garment industry involves the employment of tens of millions of people. After several decades of development, it has formed a very complete industrial chain. However, in the increasingly severe international market competition, the overall industry profits continue to decline. In the meantime, the international market demand has become more diversified, personalized, order mode is changing, fast fashion concept guide the overall trend of the industry, all of these give garment export enterprises the new challenge and opportunity. The market consumption environment is also changing quietly, the rapid development of the Internet led to people's consumption habits and consumer attitudes are changing constantly. Garment export enterprises must adapt to changes in the international market, find suitable for the strategic development of the target market, clear market segmentation, through accurate market positioning, use the appropriate marketing mix strategy to achieve long-term healthy and stable development. In this paper, I take TF Company as an example, use literature analysis and case analysis, from the overall domestic and international industry analysis, combine with the strategic development direction of enterprises to find the most suitable target market. This article explores the characteristics and structure of Japanese clothing market, analyzes market channels and sales patterns. And analyzes the existing marketing situation of TF company , find the problems and the insufficiency, put forward a reasonable optimization of marketing strategies and implementation of safeguards, improve the marketing effectiveness of enterprises, enhance the comprehensive competitiveness of enterprises, also hopes it will provide reference and help for the overseas marketing innovation and implementation of other enterprises in the industry.
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