本文選題：童裝 + 品牌�。� 參考：《青島大學》2008年碩士論文

【摘要】： 巴拉巴拉童裝入選“中國名牌”,從銷售總額、市場擴展的規(guī)模上已成為國內童裝市場最具影響力和市場占有率的領先品牌。巴拉巴拉童裝2001年進入威海童裝市場,在威海友誼商廈設有品牌專賣。但是,其在威海童裝市場的發(fā)展卻差強人意。 本研究首先對巴拉巴拉公司進行了介紹,對我國童裝市場和威海童裝市場進行分析,證實了童裝行業(yè)的空間與發(fā)展?jié)摿Α?然后,在市場營銷理論的指導下,通過市場調查的方式對威海童裝市場的競爭狀況和消費群體的消費行為進行分析,為巴拉巴拉品牌針對威海童裝市場進行了目標客戶的選擇和市場定位。 其次,對巴拉巴拉在威海童裝市場的營銷策略進行研究,制定了傳統(tǒng)的營銷策略。通過對旗艦店店址影響因素進行分析,巴拉巴拉品牌童裝欲在威海振華商廈建立巴拉巴拉品牌旗艦店,待市場成熟后通過選擇二級加盟商(榮成、文登、乳山)的方式來編織終端網絡、建立經銷商網絡,全面啟動巴拉巴拉品牌童裝在威海地區(qū)的銷售,并系統(tǒng)地提出了不同店鋪的經營和促銷策略。 最后,在制定傳統(tǒng)營銷策略的基礎上提出了創(chuàng)新性策略。巴拉巴拉公司開發(fā)專業(yè)的網上購物平臺,建成網上購物商城,威海代理商利用自身的資源優(yōu)勢,進行終端管理,實行網絡營銷,拓廣營銷渠道,并進行了可行性論證分析,制定了網絡營銷策略。
[Abstract]:Barra has been selected as "China famous brand", and has become the most influential and market share leading brand in the domestic children's wear market from the total sales volume and the scale of market expansion. Barra children's wear into the Weihai children's wear market in 2001, Weihai Friendship Commercial Building has a brand monopoly. However, its development in Weihai children's wear market is not satisfactory. Firstly, this study introduces Barra Company, analyzes the children's wear market and Weihai children's wear market in China, and confirms the space and development potential of children's wear industry. Under the guidance of marketing theory, this paper analyzes the competition situation and consumer behavior of Weihai children's wear market by means of market investigation. For the brand of Weihai children's wear market for the choice of target customers and market positioning. Secondly, the marketing strategy of Baya in Weihai children's wear market was studied, and the traditional marketing strategy was established. Through the analysis of the influencing factors on the location of the flagship store, Bala brand children's clothing brand wants to establish the Bala brand flagship store in Weihai Zhenhua Commercial Building. After the market matures, it will select the secondary franchisee (Rongcheng, Wendeng). Rushan) to weave the terminal network, establish a dealer network, fully start the Barra brand children's clothing sales in the Weihai area, and systematically put forward different store management and promotion strategy. Finally, On the basis of the traditional marketing strategy, the paper puts forward the innovative strategy. Barra Company develops professional online shopping platform, builds online shopping mall, Weihai agents use their own resource advantages, carry out terminal management, carry out network marketing, expand marketing channels, and carry out feasibility analysis. A network marketing strategy has been formulated.
【學位授予單位】：青島大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F274;F426.86

【引證文獻】

相關碩士學位論文 前2條

1 權京珍;中國高檔童裝品牌營銷策略研究[D];東華大學;2012年

2 祝宇思;我國童裝企業(yè)經營模式的發(fā)展探究[D];陜西科技大學;2013年

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本文編號：2008332