服裝市場營銷策略研究
摘 要服裝市場營銷策略是指在市場經(jīng)濟條件下, 根據(jù)內(nèi)外環(huán)境變化, 對服裝企業(yè)的經(jīng)營與銷售進行預(yù)測和決策, 以提高經(jīng)濟效益為主要目標, 創(chuàng)造性地組織經(jīng)營銷售活動的策略。
論文根據(jù)本人近幾年對國內(nèi)外服裝行業(yè)和服裝市場的調(diào)查研究, 和對重慶丹尼爾服裝連鎖店的調(diào)查研究， 系統(tǒng)地探討和研究了服裝市場營銷這一領(lǐng)域的'理論, 分析并指出了在經(jīng)濟全球化的大環(huán)境下，作為世界第一的服裝出口大國，中國的服裝企業(yè)掌握市場營銷理論知識，科學地運用市場營銷策略的迫切性和重要性。
關(guān)鍵詞：營銷策略 目標市場 促銷
ABSTRACT
The general sales and marketing strategy of fashion market is aimed at increasing financial benefits and developing creative strategies for business activities under the situation of market economy. It also includes forecast and decision making based on the change of internal and external environment in a fashion enterprise.
This thesis has shown my several years’ investigation and research on the fashion industry and fashion market home and abroad. This paper systematically discussed and studied the sales and marketing theory about the fashion market. It analyzed and pointed out that under the global economy environment as a whole, China is the biggest exporter of fashion products in the world, it’s fashion enterprises must equipped with the sales and marketing theory and make full use of these scientific knowledge for their business. It’s top urgent and very important.
KEYWORDS: Sales & Marketing Strategy targeted market Promotion
目 錄
摘 要I
ABSTRACTII
1 緒 論1
1.1 本論文研究的目的與意義1
1.2 服裝行業(yè)的特點1
1.3 國內(nèi)外研究現(xiàn)狀和發(fā)展趨勢2
2服裝市場調(diào)研預(yù)測4
2.1 營銷信息系統(tǒng)4
2.2 服裝市場調(diào)研內(nèi)容5
2.3 服裝市場調(diào)研的信息來源6
2.4 服裝市場調(diào)研的步驟6
2.5 一手資料的收集方法7
2.6 市場調(diào)查表的設(shè)計9
2.7 二手資料的收集13
2.8 服裝市場預(yù)測14
3服裝流行定義和消費心理15
3.1 有關(guān)流行的幾個概念15
3.2 流行的傳播理論16
3.3 消費者需求17
3.4 影響服裝消費心理與行為的因素18
4 服裝市場細分和目標市場定位策略23
4.1 市場細分和目標市場定位的作用與意義23
4.2 服裝市場細分的方法24
4.3 目標市場的選擇27
4.4 服裝品牌定位28
4.5 服裝價格定位29
4.6 服裝商品的生命周期與售價31
5 服裝銷售策略和營銷渠道32
5.1 零售策略32
5.2 促銷策略34
5.3 服裝營銷渠道36
6 結(jié)論42
致 謝43
參考文獻44
論文出處(作者):
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