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MBA硕士毕业论文_公司服装产品营销策略研究PDF

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服装产业是我国的支柱产业之一,在供给侧结构改革不断深化和互联网+时 代背景下,服装企业既蕴藏着机遇,也面临着挑战。尤其是贸易壁垒的加大,人 民币汇率波动,整体经济的持续下滑,使我国服装企业面临的压力越来越大。如 何应对各种困难,顺应时代发展需求,满足消费者日益变化的需求,使企业稳步 健康的发展,是每个服装企业应该考虑的问题。 从G公司的业务范围来看,以女装为主,包含轻熟女装和高端女装两类,由 于企业成立时间早,在经营中企业的规模不断壮大,不仅拥有了一定数量的销售 店铺,还拥有固定客户群体,树立了自身品牌,具有本身的价格优势。但近年来, 随着服装市场的竞争日益激烈,市场占有率增长缓慢,销售有下降趋势。对此, G公司采取了一些转型措施,效果不佳,尤其在产品营销策略方面,因此亟待寻 求一套科学、系统、完善的营销方案。 本文主要以G公司服装产品营销策略为主要研究对象,运用PEST分析法对 企业的外部环境进行了一系列探究,对政治、经济、社会和技术类要素形成的该 环境因素展开了分析,并通过SWOT分析法在优点、缺陷、机遇和威胁四类问题 上分析后提出应对策略。市场定位分析以7Ps理论为基本框架,结合营销现状, 分析存在问题,逐一提出解决方案,形成贴合自身发展的营销策略。在产品、价 格、渠道、促销、人、有形展示和服务促销七个方面详细分析,结合问题,制定 更加科学、完整的营销方案,以扭转营销现状,使企业获得长足发展。 关键词:女装营销策略7Ps理论 IV RESEARCHONTHEMARKETINGSTRATEGY OFCLOTHINGPRODUCTSOFGCOMPANY ABSTRACT TheclothingindustryisoneofChina’spillarindustries.Underthebackgroundof thecontinuousdeepeningofsupply-sidestructuralreformsandtheInternet+era, clothingcompanieshavebothopportunitiesandchallenges.Inparticular,theincrease intradebarriers,thefluctuationoftheRMBexchangerate,andtheoveralleconomy ThecontinuousdeclineofChina’sapparelindustryisincreasingthepressure.Howto respondtovariousdifficulties,meettheneedsofthetimes,meetthechangingneedsof consumerism,andmakethecompanydevelopsteadilyandhealthilyiswhatevery apparelcompanyshouldconsider,problem. CompanyGismainlyengagedinlightandsophisticatedwomen’swearand high-endwomen’swear.Fromtheearlydays,aftercontinuousbusinessdevelopment, ithasaccumulatedacertainnumberofshopsandcustomersinthemarket,established itsownbrand,andhaveitsownpriceadvantage.Butinrecentyears,withtheclothing marketIncreasingcompetition,slowgrowthofmarketshare,anddownwardsales.In response,companyGhasadoptedsometransformationerasureswithpoorresults, especiallyintermsofproductmarketingstrategies.Therefore,itisurgenttoseeka scientific,systematicandcompletemarketingProgram. ThisarticlemainlyGcompanyclothingproductsmarketingstrategyasthemain researchobject,usingPESTanalysistoenterprise'sexternalenvironmentinaseriesof exploration,forthepolitical,economic,socialandtechnicalelementsformedonthe analysisoftheenvironmentalfactors,andthroughtheSWOTanalysisonthe advantagesanddefects,theopportunitiesandthreatsafteranalysisonthequestionof fourtypesofstrategiesareputforward.Takingthe7Pstheoryasthebasicframework, VV columbinesthecurrentmarketingsituation,analyzestheexistingproblems,and proposessolutionsonebyonetoformamarketingstrategythatfitsitsown development.Intheproduct,price,place,promotion,people,physicalevidenceand processsevenaspectsofdetailedanalysis,combinedwiththeproblem,todevelopa morescientificandcompletemarketingplan,inordertoreversethecurrentmarketing situation,sothattheenterprisetoachieveconsiderabledevelopment. KEYWORDS:women'sclothing,marketing,themarketingtheoryof7Ps VI 目录 摘要.........................................................................................................III ABSTRACT...............................................................................................IV 一、绪论.....................................................................................................1 1.1研究背景和意义.......................................................................................1 1.1.1研究背景........................................................................................1 1.1.2研究意义.......................................................................................2 1.2文献综述...................................................................................................3 1.2.1国外研究现状................................................................................3 1.2.2国内研究现状................................................................................4 1.2.3综述小结........................................................................................4 1.3研究内容、研究框架、研究方法...........................................................5 1.3.1研究内容........................................................................................6 1.3.2研究框架........................................................................................7 1.3.3研究方法........................................................................................7 1.4研究重点难点和创新之处.......................................................................8 1.4.1研究重点........................................................................................8 1.4.2研究难点........................................................................................8 1.4.3创新之处........................................................................................8 二、概念界定与理论基础........................................................................10 2.1市场营销.................................................................................................10 2.2服装产品.................................................................................................10 2.3市场营销理论.........................................................................................11 三、G公司内外部环境分析....................................................................14 3.1公司概况................................................................................................14 3.1.1G公司简介................................................................................14 VIIVII 3.1.2G公司组织结构........................................................................14 3.1.3G公司经营情况........................................................................15 3.2公司外部环境.........................................................................................16 3.2.1政治环境......................................................................................16 3.2.2经济环境......................................................................................16 3.2.3社会环境......................................................................................19 3.2.4技术环境......................................................................................20 3.3SWOT分析............................................................................................20 3.3.1优势.............................................................................................20 3.3.2弱势.............................................................................................21 3.3.3机会.............................................................................................21 3.3.4威胁.............................................................................................22 3.3.5SWOT分析总结.........................................................................23 四、G公司女装产品营销现状及存在的问题........................................24 4.1G公司服装产品营销现状.....................................................................24 4.1.1产品现状......................................................................................24 4.1.2价格现状......................................................................................25 4.1.3线上和线下沟通渠道..................................................................26 4.1.4促销现状......................................................................................27 4.1.5现有人员状况..............................................................................28 4.1.6门店和电商旗舰店有形展示现状..............................................29 4.1.7服务现