本文選題：西服高級(jí)定制　切入點(diǎn)：路嘉納　出處：《青島大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著人們生活水平的提高,個(gè)性化消費(fèi)成為日趨流行的消費(fèi)方式。路嘉納是國(guó)內(nèi)紡織服裝企業(yè)較早進(jìn)入西服高級(jí)定制行業(yè)的品牌。面臨市場(chǎng)環(huán)境和消費(fèi)需求的不斷變化,路嘉納品牌現(xiàn)行的運(yùn)行體系需要提升和創(chuàng)新。路嘉納品牌結(jié)合企業(yè)產(chǎn)業(yè)鏈資源,制定了符合自身發(fā)展的改進(jìn)策略。本論文以路嘉納西服高級(jí)定制運(yùn)行體系及品牌的改進(jìn)策略為研究課題,系統(tǒng)闡述了路嘉納的生產(chǎn)加工能力、設(shè)計(jì)研發(fā)水平、營(yíng)銷推廣方式和客戶服務(wù)管理。在總結(jié)現(xiàn)行運(yùn)營(yíng)體系的基礎(chǔ)上,通過(guò)分析,找出影響品牌發(fā)展的有利條件和不利因素。在品牌定位方面,經(jīng)過(guò)詳細(xì)的市場(chǎng)調(diào)研,了解路嘉納在客戶群體中的認(rèn)知情況,明確定位,創(chuàng)新經(jīng)營(yíng)模式,打造路嘉納面料服裝一體化定制特色;在營(yíng)銷渠道方面,借助市場(chǎng)上流行的互聯(lián)網(wǎng)+概念,將傳統(tǒng)的營(yíng)銷渠道同互聯(lián)網(wǎng)相結(jié)合,建立線上線下可互動(dòng)的新?tīng)I(yíng)銷模式;在設(shè)計(jì)和運(yùn)營(yíng)團(tuán)隊(duì)的培養(yǎng)上,利用企業(yè)國(guó)際化的品牌資源,通過(guò)優(yōu)質(zhì)資源的整合,成為路嘉納品牌發(fā)展的新契機(jī)。創(chuàng)新的經(jīng)營(yíng)模式、提升的設(shè)計(jì)研發(fā)水平和與企業(yè)優(yōu)質(zhì)產(chǎn)業(yè)鏈資源相結(jié)合的運(yùn)行新體系,將成為路嘉納品牌發(fā)展的核心優(yōu)勢(shì),為路嘉納品牌在國(guó)內(nèi)同類品牌中占據(jù)領(lǐng)先地位打下良好的基礎(chǔ),為國(guó)內(nèi)高級(jí)定制行業(yè)走向國(guó)際化掀開(kāi)新的篇章。
[Abstract]:With the improvement of people's living standard, personalized consumption is becoming more and more popular. The current operating system of Lujia brand needs to be upgraded and innovated. In this paper, the advanced custom running system of Lugana suit and the brand improvement strategy are taken as the research topic, and the production and processing ability, design and development level of Lugana are systematically expounded. Marketing promotion and customer service management. On the basis of summarizing the current operation system, through analysis, find out the favorable conditions and unfavorable factors that affect brand development. In brand positioning, through detailed market research, To understand the cognition of Lujia in the customer group, to define the position, to innovate the management mode, to create the integrated customizing feature of Lujia fabric, and to use the popular Internet concept in the marketing channel, Combining the traditional marketing channels with the Internet, establishing a new marketing model that can interact online and offline, using the brand resources of enterprise internationalization and integrating high-quality resources in the training of design and operation team. It will become a new opportunity for the development of Lujia brand. Innovative management model, improved design and R & D level and a new operating system combined with the enterprise's high-quality industrial chain resources will become the core advantages of Lujia's brand development. For the Lujia brand to occupy the leading position in the domestic similar brands to lay a good foundation for the domestic high-end customization industry to open a new chapter in the internationalization.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.86;TS941.2

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