本文關(guān)鍵詞：HM奢侈品牌櫥窗展示公司基于客戶價(jià)值分析的營(yíng)銷策略改進(jìn)研究　出處：《東華大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 櫥窗展示行業(yè) 客戶價(jià)值細(xì)分 客戶關(guān)系管理 營(yíng)銷策略改進(jìn)

【摘要】：2001-2013年十多年間,隨著中國(guó)加入WTO,眾多國(guó)際一線奢侈品牌陸續(xù)進(jìn)入中國(guó)。與此同時(shí),為奢侈品牌提供服務(wù)的櫥窗展示行業(yè)在中國(guó)迅速發(fā)展。HM櫥窗展示公司作為提供櫥窗展示服務(wù)的本土企業(yè)成立于2008年,隨著行業(yè)的發(fā)展而發(fā)展,經(jīng)歷了行業(yè)的高增長(zhǎng)時(shí)期。但2013年之后,隨著行業(yè)發(fā)展的成熟、中國(guó)經(jīng)濟(jì)增速的放緩、反腐政策的執(zhí)行以及消費(fèi)者觀念和消費(fèi)渠道的變化,中國(guó)奢侈品消費(fèi)行業(yè)首次陷入增長(zhǎng)停滯。大批奢侈品牌銷售業(yè)績(jī)下滑,有些品牌甚至關(guān)閉多家中國(guó)地區(qū)的店鋪。奢侈品櫥窗行業(yè)與奢侈品行業(yè)整體態(tài)勢(shì)息息相關(guān),奢侈品行業(yè)銷量的下降,店鋪數(shù)量的減少,品牌客戶方櫥窗預(yù)算的減少,直接導(dǎo)致奢侈品櫥窗行業(yè)結(jié)束行業(yè)的快速增長(zhǎng)期,進(jìn)入調(diào)整期。在市場(chǎng)不斷變化的情況下,如何面對(duì)趨于萎縮的市場(chǎng)環(huán)境以及越來越激烈的行業(yè)競(jìng)爭(zhēng),如何保持和增強(qiáng)自身的競(jìng)爭(zhēng)優(yōu)勢(shì),采用合適的營(yíng)銷策略不斷鞏固和擴(kuò)大這一行業(yè)在中國(guó)以及亞太地區(qū)的市場(chǎng)份額,成為HM公司領(lǐng)導(dǎo)層需要面對(duì)的重要問題。本文希望通過對(duì)這一時(shí)期的企業(yè)營(yíng)銷環(huán)境、營(yíng)銷策略一系列的研究和分析,能夠?yàn)樘幱谛袠I(yè)轉(zhuǎn)型期的HM公司以及同行業(yè)的本土企業(yè)提供營(yíng)銷策略改進(jìn)的一些參考建議。本文首先從理論知識(shí)出發(fā),通過成熟、系統(tǒng)的市場(chǎng)營(yíng)銷知識(shí),從行業(yè)發(fā)展態(tài)勢(shì)、行業(yè)競(jìng)爭(zhēng)力分析、競(jìng)爭(zhēng)者狀況以及企業(yè)核心競(jìng)爭(zhēng)力等方面對(duì)HM公司的營(yíng)銷環(huán)境進(jìn)行分析,總結(jié)出HM公司營(yíng)銷現(xiàn)狀所存在的問題并提出解決問題的思路。接著通過客戶的問卷調(diào)查及深度訪談的方式,對(duì)客戶需求和客戶價(jià)值進(jìn)行分析,從客戶忠誠(chéng)度、客戶當(dāng)前價(jià)值、客戶潛在價(jià)值三個(gè)維度對(duì)HM公司現(xiàn)有客戶進(jìn)行價(jià)值細(xì)分,把HM公司現(xiàn)有的22家客戶分為金牌客戶、重要客戶、潛力客戶以及低價(jià)值客戶四種類型。然后在客戶價(jià)值細(xì)分的基礎(chǔ)上總結(jié)出針對(duì)現(xiàn)行營(yíng)銷策略的具體改進(jìn)措施,使企業(yè)從以產(chǎn)品為中心向以服務(wù)為中心轉(zhuǎn)變,具體措施包括:建立客戶關(guān)系管理系統(tǒng),調(diào)整部分產(chǎn)品的定價(jià)方案、單一營(yíng)銷渠道和方式改進(jìn)、調(diào)整組織架構(gòu)等,最后,文章分別針對(duì)基于客戶價(jià)值分類的四種不同類型的客戶給出相應(yīng)的營(yíng)銷方案的調(diào)整措施。因?yàn)樯莩奁窓淮靶袠I(yè)在歐美和香港、臺(tái)灣、新加坡等東南亞地區(qū)屬于比較成熟的行業(yè),但在中國(guó)國(guó)內(nèi)屬于新興行業(yè),本土企業(yè)起步的時(shí)間較晚,相關(guān)行業(yè)的研究較少,尤其是針對(duì)本土企業(yè)的研究。希望本文的探索能夠?qū)M公司以及同行業(yè)的本土企業(yè)提供營(yíng)銷策略改進(jìn)的參考意見,為中國(guó)本土企業(yè)在這一行業(yè)的持續(xù)發(fā)展提供幫助。
[Abstract]:2001-2013 more than 10 years, with Chinese joined WTO, many international luxury brands have entered the China. At the same time, to provide services for the luxury brand display industry in the rapid development of.HM China window display company as window display service companies established in 2008, and with the development of the industry, industry experienced a period of high growth but after 2013, with the development of the industry matures, China the slowdown in economic growth, the change of anti-corruption policy implementation and the concept of consumers and consumer channels, China luxury goods industry for the first time into stagnation. Large number of luxury brand sales decline, some brands even shut down more than China area shops. The overall trend of luxury goods industry is closely related to the window with the luxury goods industry, luxury goods industry sales decline, reducing the number of stores, brand customer pre window Is reduced, directly led to the rapid growth of luxury goods industry industry end window period, entered a period of adjustment. In the changing market situation, how to face shrinking market environment and the increasingly fierce competition in the industry, how to maintain and enhance their competitive advantage, adopt appropriate marketing strategy to continuously consolidate and expand the industry Chinese and market share in the Asia Pacific region, HM has become an important problem in the leadership of the company to face. This paper hopes that the marketing environment of this period, a series of research and analysis of the marketing strategy, to provide some reference suggestions for the improvement of marketing strategy in the industry transition of HM company and the same industry of local enterprises this paper from the theory of knowledge. Through the system, mature marketing knowledge, from the development trend of the industry, industry competitiveness analysis, competitor status to The core competitiveness of enterprises and other aspects of HM company's marketing environment analysis, summed up the HM company marketing status quo and existing problems and put forward ideas to solve the problem. Then through customer questionnaire and in-depth interviews, the customer demand and customer value analysis, from customer loyalty, customer current value, customer potential value the three dimensions of value analysis to HM company's existing customers, 22 customers to the existing HM company into gold customers, key customers, potential customers and low value customers four types. Then summarize the specific improvement measures for the current marketing strategy based on customer value segmentation, make the enterprise from product centric to serve as the center, the specific measures include: the establishment of customer relationship management system, adjust the pricing scheme of some products, a single marketing channel and way of improvement, adjustment of group The fabric structure, finally, the adjustment measures respectively according to the marketing plan of four different types of customers are given the corresponding customer value classification based on industry. Because the window luxury in Europe and the United States and Hongkong, Taiwan, Singapore and other Southeast Asian regions belong to the relatively mature industry, but in the domestic China belongs to the emerging industry, local enterprises started late study on the related industries, especially for small, local enterprises. The author hopes that this study can provide reference for the improvement of the marketing strategy of HM company and the same industry of local enterprises, to provide help for the sustainable development of Chinese local enterprises in this industry.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F416.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 張昊e，

本文編號(hào)：1398641