随着社会经济发展和人们生活水平提高,消费者对服装的数量和质量提出了

更高的要求;另一方面,激烈的服装市场竞争使得绍兴冠友制衣有限公司面临着

市场、品牌、服务等多重挑战,如何制定营销策略使公司在竞争日益激烈的服装

市场中求得生存和发展,具有十分重要的实践价值。

论文在相关营销理论和文献综述的基础上,分析了冠友制衣的微观和宏观市

场营销环境,对企业营销现状及存在的问题进行了分析,也分析了企业客户市场

需求以及企业的竞争对手。通过SWOT工具分析了绍兴冠友制衣有限公司的优势、

劣势以及存在的机会和面临的威胁,从而为冠友制衣营销策略的进一步开展提供

依据。通过对冠友制衣的市场细分、市场目标选择以及市场定位来制定出冠友制

衣的产品、价格、渠道、促销等营销策略。为了确保各项市场营销策略的落实,

本文提出冠友制衣通过建立健全产品研发机制、完善生产与营销并重管理体系、

建立素质过硬的营销队伍、完善营销业绩激励机制、建立富有特色企业文化,为

市场营销策略的实施提供保障。最后提出了论文主要研究结论、主要创新、研究

局限和需要进一步研究的方向。

通过本文的研究为绍兴冠友制衣有限公司的市场营销策略的完善提供参考。

论文对绍兴冠友制衣有限公司的营销实践具有较强的指导价值,同时期待对同类

服装企业的营销实践具有一定的借鉴作用。

关键词:冠友制衣;顾客需求;STP; 4P策略

工商管理硕士学位论文

Abstract

With the development of social economy and the improvement of people's living

level, customers put forward higher requirements on the quantity and quality of the

clothing's consumption. On the other hand,under the circumstance of the fierce

competition on apparel market,Guanyou Dress and Ornament Co. Ltd. is facing

multiple challenges such as marketing,branding,service etc. So it has important

practical value that how to develop marketing strategies to enable the company to

survive and develop in the increasingly fierce competition in the apparel market.

This paper based on the relevant marketing theory and the review of relevant

literature. It analyzed the micro media and macro marketing environment of Guanyou

dress and ornament, it analyzed the status of enterprise marketing and it's existing

problems, it also analyzed customer's marketing demand and competitors of the

enterprise. Through use of the SWOT tool,It analyzed the existing strengths,

weaknesses,opportunities and threats of Guanyou dress and ornament in order to

provide the basis of further developing of marketing strategy on Guanyou dress and

ornament. After market segmentation,target market selection and market positioning

to Guanyou dress and ornament,it made out some marketing strategies such as

products strategies, price strategies, channel strategies,promotion strategies. In order

to ensure the marketing strategy implementation, this paper puts forward that

Guanyou dress and ornament need come to provide the guarantee for the

implementation of marketing strategies through the establishment of a sound product

development mechanism, the improvement of production and marketing management

system, establishment of the efficient and excellent marketing team,the improvement

of the marketing performance incentive mechanism,establishment of a unique

corporate culture, Finally,the paper made the conclusion,the main research innovation,

research limitations and further research directions.

The thesis is divided into five parts on marketing strategy of Shaoxing Guanyou

dress and ornament co.,,,the subject was researched.The first part is the introduction

about description of background and significance of thesis Research, and

comprehensive description of related marketing management theory at home and

abroad,take it for reference.And around the thesis topic,research paper described in

detail the main contents,methods and basic framework.The second part analyses the

in

绍兴冠友制衣有限公司市场营销策略研究

micro economic environment and macro economic environment about this

enterprise.The third part is the marketing strategy formulation which includes market

segmentation5target market selection and positioning. Part four is the implementation

on marketing strategy of Shaoxing Guanyou dress and ornament company. The last

part is the conclusion of the thesis, makes a summarize and points out the

shortcomings of research papers and direction of further research.

Through the study of this paper, It provides some reference for improving the

marketing strategy of Guanyou Dress and Ornament Co, Ltd., It also has a strong

guiding value in the marketing practice of Shaoxing Guanyou Dress and Ornament Co.

Ltd.,Meanwhile it's expected to be played a valuable role for improving marketing

and promoting the development of similar clothing enterprise.

Key Words: Guanyou dress and ornament; customer's demand; STP; 4Ps

IV