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MBA毕业论文_特斯邦威MECITY品牌时装中国市场营销策略研究

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I 摘要 美特斯邦威 ME&CITY 品牌时装 中国市场营销策略研究 基于国民经济水平的高速发展,我国服饰行业获取了历史性突破,而中国也 已演变成全球上最大的服饰生产国和消费国,服饰行业对经济得发展和民众的审 美文化的提高起到了助推的作用。新世纪我国城镇化速率的加快,中产阶级的队 伍已然不容小觑,这也将演变成我国未来消费市场的中坚力量。虽然近些年中产 阶级收入水准提高、消费水平增强,但对产品的质感要求、个性化要求同样更加 严格,这就对服装行业的发展提出了崭新的要求,只有符合顾客要求的品牌才能 发展的更加持久。 另一方面,销售平台,网络购物的开始同样改变了服饰行业的发展方式,抖 音、快手等众多带货直播 APP 已然开创线上销售新模式,以往以线下门店为主的 公司纷纷开始瞄准线上市场,线上线下的融合发展是未来演变的必然趋势,这对 传统服饰零售公司既是机遇,又是威胁。机遇与威胁并存,服饰行业的发展前景 同样是举步维艰。同行业竞争者较多,产品同质化严重,设计到上架时间漫长等 一连串难题约束着服装行业的前景,这也是服装行业在新销售模式下必须优先解 决的难题。 全文的目标是解析我国快时尚服饰公司,特别是快时尚品牌在当今形势下怎 样确立营销策略并实施。全文选用文献研究法、比较分析法和实地调研法,在经 典理论、精准数据和精准案例的基础上,制定指导公司营销发展的战略。 美特斯邦威服饰有限公司主要是集研发、采购和营销的服饰公司,建立自己 的美特斯邦威“Meters/ bonwe”和城市系列“ME&CITY”两大品牌服饰。在发展 进程中美特斯邦威服饰有限公司同样面临着难题,特别是在营销战略上,是公司 亟待解决的首要问题。全文透过对服饰行业外部宏观环境的解析和详述,对美特 斯邦威服饰有限公司的内部概况展开汇总和归集,然后利用 SWOT 分析方法制定 公司的营销战略。 在充分调研美特斯邦威服饰有限公司后,本文将会为该公司品牌服饰零售业摘要 II 务发展,私人订制业务强化,生活馆业务运营方式创新,品牌管理、营销管理和 市场营销水平的提升,通过累积平台操作、资本运作、资源合理利用、品牌运作 等方式,使美特斯邦威有限公司在全行业链上游和下游的未来发展奠定基石。并 在确立了发展战略后,为保障策略的实施,在营销、品牌策划、资本运作等部分 提出了精细的实施措施,其中主要是在保障措施部分,提议美特斯邦威服饰有限 公司完善组织架构,组建人才队伍,梳理业务流程,提升运营效率,创建公司文 化。 关键词: 服装企业,营销策略,波士顿矩阵,SWOT摘要 I Abstract Research on China Marketing Strategy of ME&CITY Brand Fashion of Metersbonwe Based on the rapid development of the national economy, China's apparel industry has achieved a historic breakthrough, and China has also evolved into the world's largest apparel producer and consumer country. The role of push. In the new century, China's urbanization rate is accelerating, and the ranks of the middle class can no longer be underestimated. This will also evolve into the backbone of China's future consumer market. Although the income level and consumption level of the middle class have increased in recent years, the texture requirements and personalization requirements of the products are also more stringent, which puts forward new requirements for the development of the apparel industry. Only brands that meet customer requirements can develop More durable. On the other hand, the sales platform and the beginning of online shopping have also changed the development of the apparel industry. Many live streaming apps such as Douyin and Kuaishou have created a new online sales model. In the past, companies mainly based on offline stores have begun to target In the online market, the integrated development of online and offline is an inevitable trend of future evolution, which is both an opportunity and a threat to traditional apparel retail companies. Opportunities and threats coexist, and the development prospects of the apparel industry are also struggling. There are many competitors in the same industry, serious product homogeneity, and a series of difficult problems such as long time from design to shelf, which restrict the prospects of the apparel industry. This is also a problem that the apparel industry must prioritize under the new sales model. The goal of the full text is to analyze how fast fashion apparel companies in China, especially fast fashion brands, establish and implement marketing strategies in today's situation. The full text selects the literature research method, comparative analysis method and field research method, based on classic theory, accurate data and accurate cases, to formulate strategies to guide the company's marketing development. Metersbonwe Apparel Co., Ltd. is a apparel company integrating R & D, procurement and marketing, establishing its own Metersbonwe "Meters / bonwe" and urban series "ME & CITY" apparel brands. In the development process, Metersbonwe Clothing Co., Ltd. is also facing difficulties, especially in marketing strategy, is the company's most urgent problem to be solved. Through the analysis and detail of the external macro environment of the apparel industry, the full text summarizes and摘要 II summarizes the internal profile of Metersbonwe Apparel Co., Ltd., and then uses the SWOT analysis method to formulate the company's marketing strategy strategy. After fully researching Metersbonwe Apparel Co., Ltd., this article will develop the company's brand apparel retail business, strengthen the private custom business, innovate the lifestyle business operation mode, and improve the brand management, marketing management and marketing level. Through accumulation platform operation, capital operation, rational use of resources, brand operation, etc., Metersbonwe Co., Ltd. lays the foundation for the future development of the upstream and downstream of the entire industry chain. And after establishing the development strategy, in order to implement the guarantee strategy, it put forward elaborate implementation measures in the marketing, brand planning, capital operation and other parts, mainly in the guarantee measures part, it is proposed to improve the organization of Metersbonwe Clothing Co., Ltd. Structure, organize talent team, sort out business processes, improve operational efficiency, and create company culture. Key words: Apparel enterprises, development strategy, Boston matrix, SWOT目录 I 目 录 第 1 章 绪 论 .............................................................................................1 1.1 研究背景与意义......................................................................................1 1.2 研究方法与内容......................................................................................2 1.3 文献综述与理论基础..............................................................................3 第 2 章 ME&CITY 时装品牌发展现状及问题.................................................7 2.1 国内快时尚服装行业的发展现状 ..........................................................7 2.2 上海美特斯邦威服饰公司概况 ..............................................................8 2.3 ME&CITY 时装品牌在中国的经营现状及面临的问题..........................9 第 3 章 美特斯邦威服装有限公司竞争环境分析.......................................11 3.1 美特斯邦威服装有限公司外部环境分析..............................................11 3.2 美特斯邦威服装有限公司内部环境分析 ..............................................21 3.3 美特斯邦威服饰有限公司的 SWOT 分析 ................................................23 第 4 章 ME&CITY 品牌时装营销策略及实施保障 ..........................................29 4.1 ME&CITY 品牌时装的 STP 分析...............................................................29 4.2 ME&CITY 品牌时装营销策略组合...........................................................31 4.3 ME&CITY 品牌时装营销策略的实施保障...............................................34 结论..............................................................................................................39