联系我们

论文查询结果	返回搜索

论文编号：	9732
作者编号：	2120152789
上传时间：	2017/12/9 16:55:25
中文题目：	爱慕内衣品牌营销战略研究
英文题目：	Research on Aimer underwear brand marketing strategy
指导老师：	杜建刚
中文关键字：	内衣市场/爱慕/品牌营销管理/问题及建议
英文关键字：	underwear market/Aimer/brand marketing management/problems and suggestions for improvement
中文摘要：	近年来，随着国民经济水平的提升，纺织服装产业的需求量也不断攀升，人们对于服饰的要求也迅速提高。特别是内衣市场更是当前我国服装销售市场中最具市场前景的产业之一。随着近年来我国社会经济的全面发展，大量国外先进理念影响了国人在内衣选择上的习惯，加之人们消费能力的提升，越来越多的现代人，特别是现代女性在选择内衣方面，更加注重内衣的多元化、个性化、时尚化等。内衣行业准入门槛相对低，所以行业集中度也相对低，竞争充分而激烈，国内内衣市场格局仍比较混乱。而随着国内服装小众设计师品牌崭露头角和更多国际品牌进驻中国市场，内衣品牌和市场进一步细分的时代已经来临。但是由于我国传统内衣品牌在品牌运作、产品设计、企业管理、生产工艺等各方面与国际知名内衣品牌企业相比还存在着很大的差距，这也导致随着我国改革开放的推进，国产内衣品牌在高端内衣市场品牌竞争力严重不足，同时随着低端内衣品牌种类的激增，挤压了中高端内衣市场利润，导致国内传统知名内衣品牌市场竞争压力剧增。如何在日益激烈的市场竞争中保持国产知名内衣品牌在中高端及中低端市场的品牌竞争优势，并且在高端内衣市场能够与国际知名内衣品牌一较高下，发展具有国际影响力的国产内衣品牌是当前我国国产知名内衣品牌营销管理必须面对和解决的发展问题。 为了有效的改善和解决这一品牌营销管理难题，研究我国内衣品牌营销管理的现状问题，改善并促进国产内衣品牌国际化发展，本文以爱慕内衣系列品牌作为具体的研究对象，在结合对2016年我国内衣行业发展现状及未来发展预测分析的基础上，参照4P、4C营销理论及品牌定位理论等，利用SWOT框架模型，从品牌优势、劣势、机会、威胁这几个方面对爱慕内衣品牌当前的品牌营销推广环境进行分析，同时总结出当前爱慕内衣品牌营销过程中存在的一些显著问题及原因，进而在最后提出促进爱慕内衣品牌营销推广的具体建议措施。
英文摘要：	In recent years, with the upgrading of the national economy, the demand for textile and garment industry has also been rising, and people's demand for clothing has also increased rapidly. Especially the underwear market is one of the most promising market in the clothing market of our country. With the development of social economy in our country in recent years, a large number of foreign advanced ideas of the people in the choice of underwear habits, coupled with people's ability to enhance the consumer, more and more people, especially the modern women in the choice of underwear, underwear should pay more attention to the diversification, personalized, fashion etc.. As far as underwear industry is concerned, industry concentration is not high, competition is fierce, brands are numerous, and market competition is not orderly. The domestic clothing brand and the minority designer brand rise gradually, and the era of brand and market differentiation is coming. But because of China's traditional underwear brand compared with international famous brand underwear enterprises in all aspects of the operation of the brand, product design, enterprise management, production process, there are still a large gap between the tutor with China's reform and opening up, the domestic underwear brand in the high-end market in the clothing brand competitiveness is seriously insufficient, and with the increase in the low-end the underwear brand type, high-end and low-end backlog in the underwear market profits, resulting in the traditional domestic famous brand underwear market competition pressure surge. How to keep the domestic famous underwear brand in the high-end and low-end market brand competition advantage in the increasingly fierce competition in the market, and in the high-end underwear market and international famous lingerie brand can compete with international influence, the development of domestic underwear brand is China's current domestic famous underwear brand marketing management must face and solve development the problem. In order to improve and solve the problem of brand marketing management, the status quo of the research of China's underwear brand marketing management, improve and promote domestic underwear brand internationalization development, this paper love underwear series of brands as the research object, combined with the status quo and future development prediction based on the analysis of 2016 China's underwear industry development. The use of SWOT framework model, from the brand strengths weaknesses opportunities threats that several aspects of analysis of the brand marketing environment aimer lingerie brand of current, and summarize some remarkable problems and reasons of the current love underwear brand in the marketing process, and finally proposes to promote love underwear brand marketing specific measures.
查看全文：	预览  下载(下载需要进行登录)