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本文选取 ACE 公司所处的英国市场为研究对象，首先整理和回顾国际市场
营销相关理论，以及纺织服装业营销理论发展历程，从理论的角度阐述国际市
场营销以及纺织服装产品营销相关知识。然后分析了 ACE 公司现状以及英国市
场现有营销策略，总结和归纳其问题和不足；接着分析英国市场营销环境条件，
分别从政治、经济、环境和技术四方面进行阐述；再运用经销商访谈和市场调
研的办法,终端客户问卷调查分析休闲服装产品终端客户群体、终端客户购买行
为、终端客户需求分析以及竞争现状分析，运用经销商访谈分析经销商对服装
产品、价格和服务满意度。最后从产品策略、价格策略、渠道策略和促销策略
这四方面，改进和优化英国市场的营销策略。摘要
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本文分析、整理了纺织服装行业和企业大量的资料和数据，理论联系实际，
详细分析 ACE 公司在英国市场存在实际问题，为开拓英国市场提供了针对性和
创新性的市场营销解决方案，对企业拓展国际市场具有较好的现实指导意义，
同时也对相关企业的开拓国际市场运用的营销策略起到一定的借鉴意义
关键词 国际市场营销 纺织服装行业 国际营销策略 英国市场东华大学工商管理硕士学位论文
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ABSTRACT
With the global economy development rapidly, International trading among
different countries and districts will become more, The competition of global trade
will become more fierce. As Chinese traditional industries, Textile and garment filed
has the labor-intensive character. It not only has the obvious advantages of low price,
low cost and more quantity. But also existing weak power to expand international
trading, low brand value, and low technical contents. From the macro environments of
domestic and foreign, World political pattern in stability, Economy with sustained
development, Garment enterprises have increasingly arisen in these new districts. As
the increasingly development of domestic economy, There are many problems which
lead the cost of garments rising, such as labor cost rising, the material running up, the
exchange rate jumping. So there are key problems for all enterprises of textile and
garments fields. how to beat the competitors, how to expand international market, how
to make better market strategies during the international markets.
The article selects UK market of ACE garment Company as the research object,
Firstly collecting and reviewing related theories of international trading, and the
research process of international market development, Knowing about the details
about international trading and textile garments developments from the theoretical
field. Secondly analysizing the current state of ACE company and problems of
marketing strategy in UK market. Thirdly analysis the environments of UK market in
politics, economy, society and technology aspects. Fourthly use market research as
agent interview and end customer survey to study garments products with multiple
perspectives, with end customer surveys, such as end customers group of casual
garments, end customers purchasing action, end customers requirements and the state
of competition. with agent interviews, analysis with garment products, garment quality东华大学工商管理硕士学位论文
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and service.
The article collects numerous data and documents from enterprise and garment
field, Integrating theory with practice, detail analyzing UK market and getting many
problems, and making better market strategy to expanding UK market. Which is actual
instructions to expand international market for some related enterprises, meanwhile it
will give them some use of reference.
Written by Hongyuan Chen (MBA)
Supervised by Jiong Wu (Professor)
Keywords: international market, textile and garment field, international market
strategy, UK market东华大学工商管理硕士学位论文
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目录
摘要...... I
ABSTRACT ......... III
第一章 绪论..... 1
1.1 研究背景、目的及意义. 1
1.1.1 研究背景.. 1
1.1.2 研究目的.. 2
1.1.3 研究意义.. 2
1.2 研究内容、方法及技术路线..... 2
1.2.1 研究内容.. 2
1.2.2 研究方法.. 3
1.2.3 研究路线.. 4
第二章 文献综述......... 6
2.1 国际市场营销理论的概述......... 6
2.1.1 国际市场营销理论发展历程...... 6
2.1.2 国际市场营销策略.......... 7
2.2 纺织服装营销理论......... 8
第三章 ACE 公司现状分析.... 10
3.1 中国纺织服装行业的现状....... 10
3.1.1 纺织服装行业简述........ 10
3.1.2 纺织服装行业发展现状 11
3.2 公司基本情况介绍....... 15
3.2.1 企业简介 15
3.2.2 组织框架 17
3.2.3 公司国外业务基本流程 18东华大学工商管理硕士学位论文
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3.2.4 公司国外客户主要地区分布.... 18
3.3ACE 服装公司营销现状分析..... 20
3.3.1 公司主要出口产品结构 20
3.3.2 公司业绩和利润概况.... 21
3.3.3 公司客户概况.... 22
3.3.4 公司营销部门设置........ 24
3.3.5 竞争对手状况.... 24
3.4ACE 公司英国市场营销策略现存问题. 25
3.4.1 产品策略存在问题........ 26
3.4.2 价格策略存在问题.........27
3.4.3 渠道策略存在问题.........27
3.4.4 促销策略存在问题.........27
3.5 本章小结........... 28
第四章 ACE 公司英国市场营销环境分析.... 29
4.1 英国市场一般环境分析...
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