服裝品牌營銷質(zhì)量的診斷研究
發(fā)布時(shí)間：2019-01-01 14:33
【摘要】： 服裝行業(yè)進(jìn)入了品牌之爭階段已經(jīng)是不爭的事實(shí),過去的價(jià)格戰(zhàn)、廣告戰(zhàn)等已經(jīng)不能再為企業(yè)贏得競爭優(yōu)勢。面對快速變化的經(jīng)濟(jì)、社會環(huán)境和強(qiáng)大的國際品牌的大量涌入,對于已擁有產(chǎn)生國際品牌的市場,擁有生產(chǎn)國際品牌加工能力的我國優(yōu)秀服裝企業(yè)來說,如何提高品牌營銷質(zhì)量,是我國服裝品牌改變現(xiàn)狀,迅速提高與國際同行競爭水平的根本。因此,探尋品牌營銷質(zhì)量的影響因素,了解品牌的優(yōu)劣勢,改進(jìn)品牌營銷中存在的不足,提升品牌營銷質(zhì)量就成為服裝企業(yè)亟待解決的問題。本文基于診斷視角對服裝品牌營銷質(zhì)量進(jìn)行研究,無疑具有重要的理論價(jià)值和實(shí)踐價(jià)值。 本文融合了本文融合了市場營銷、品牌管理、服裝市場營銷和企業(yè)診斷等多門學(xué)科知識,參照了質(zhì)量、診斷、評價(jià)等多種研究理論,運(yùn)用了層次分析法、模糊評價(jià)法、信度分析法等多種分析方法,對服裝品牌營銷質(zhì)量及其診斷的定義、營銷質(zhì)量形成機(jī)制與影響因素、診斷原則、診斷流程、診斷方法和診斷模型進(jìn)行研究,論文內(nèi)容主要包括四部分,具體如下: 第一部分:相關(guān)文獻(xiàn)及理論研究。從直接理論研究以及相關(guān)理論研究對本文研究的兩大關(guān)鍵詞——營銷質(zhì)量和診斷進(jìn)行了系統(tǒng)的梳理、分析,進(jìn)而延伸運(yùn)用到服裝品牌上,對服裝品牌營銷質(zhì)量診斷定義和本文研究范圍進(jìn)行了界定和分析。 第二部分:服裝品牌營銷質(zhì)量影響因素研究。本部分在理論分析的基礎(chǔ)上,探討了服裝品牌營銷質(zhì)量的形成機(jī)制;并結(jié)合菲利普·科特勒的營銷流程理論和杰羅姆·麥卡錫的經(jīng)典4Ps理論,從“線性”營銷流程和“點(diǎn)性”營銷組合兩個角度,分析歸納了影響服裝品牌營銷質(zhì)量的12個方面、41個影響因素,為后續(xù)的診斷指標(biāo)篩選提供了基礎(chǔ)。 第三部分:服裝品牌營銷質(zhì)量的診斷研究。首先,通過對專家進(jìn)行問卷調(diào)研,驗(yàn)證了第二部分得出的服裝品牌營銷質(zhì)量12個方面、41個影響因素作為診斷指標(biāo)的合理性;第二,根據(jù)理論研究的企業(yè)診斷行業(yè)特點(diǎn)和服裝行業(yè)特性提出了服裝品牌營銷質(zhì)量診斷原則;第三,在理論分析基礎(chǔ)上,提煉分析了服裝品牌營銷質(zhì)量診斷流程;第四,針對診斷準(zhǔn)備階段和正式診斷階段的重要環(huán)節(jié)提出了服裝品牌營銷質(zhì)量的整體量化診斷方法和細(xì)節(jié)定性診斷方法;第五,綜合診斷原則、診斷流程和診斷方法,構(gòu)建了服裝品牌營銷質(zhì)量診斷模型。 第四部分:實(shí)證研究。以X品牌為研究對象,應(yīng)用本文研究得出的診斷方法進(jìn)行了品牌營銷質(zhì)量診斷的實(shí)例驗(yàn)證。 本文從“診斷”視角來探討服裝品牌營銷質(zhì)量,是對服裝品牌營銷的拓展研究,這是一種全新的、綜合的視角,研究結(jié)論可應(yīng)用于服裝品牌對營銷質(zhì)量的診斷,并通過診斷提升服裝品牌的營銷質(zhì)量。
[Abstract]:It is an indisputable fact that the clothing industry has entered the stage of brand competition, the past price war, advertising war and so on can no longer win the competitive advantage for enterprises. In the face of the rapidly changing economy, social environment and powerful international brands, for the excellent garment enterprises of our country, which already have the market of the international brand and the ability to produce the international brand, the fast changing economy, the social environment and the powerful international brand come into being. How to improve the quality of brand marketing is the basis of changing the current situation and rapidly improving the level of competition with international counterparts. Therefore, exploring the influencing factors of brand marketing quality, understanding the advantages and disadvantages of brand, improving the shortcomings of brand marketing, improving brand marketing quality will become the urgent problem to be solved by garment enterprises. In this paper, the quality of clothing brand marketing is studied from the perspective of diagnosis, which undoubtedly has important theoretical and practical value. This paper combines the knowledge of marketing, brand management, clothing marketing and enterprise diagnosis, referring to the theory of quality, diagnosis, evaluation and so on. This paper studies the definition of brand marketing quality and its diagnosis, the forming mechanism and influencing factors of marketing quality, diagnostic principles, diagnostic process, diagnostic methods and diagnostic models. The main contents of this paper are as follows: the first part: related literature and theoretical research. From the direct theoretical research and related theoretical research, this paper systematically combs and analyzes the two key words, marketing quality and diagnosis, and then extends to the clothing brand. The definition of brand marketing quality diagnosis and the scope of this paper are defined and analyzed. The second part: the clothing brand marketing quality influence factor research. On the basis of theoretical analysis, this part discusses the forming mechanism of clothing brand marketing quality; Combined with Philip Kotler's marketing process theory and Jerome McCarthy's classic 4Ps theory, from the two angles of "linear" marketing process and "point" marketing combination, 12 aspects affecting the quality of clothing brand marketing are analyzed and summarized. The 41 influencing factors provide the basis for the screening of diagnostic indexes. The third part: the diagnosis research of clothing brand marketing quality. First of all, through the questionnaire survey of experts, the second part of the clothing brand marketing quality 12 aspects, 41 factors as diagnostic indicators of rationality; Secondly, according to the characteristics of enterprise diagnosis and clothing industry, the paper puts forward the diagnostic principles of clothing brand marketing quality, third, on the basis of theoretical analysis, it abstracts and analyzes the diagnostic process of clothing brand marketing quality. Fourth, aiming at the important links of the stage of diagnosis preparation and formal diagnosis, this paper puts forward the overall quantitative diagnosis method and the detail qualitative diagnosis method of clothing brand marketing quality. Fifthly, the quality diagnosis model of clothing brand marketing is constructed by synthesizing diagnostic principles, diagnostic process and diagnostic methods. Part four: empirical study. Taking X brand as the research object, the diagnosis method obtained in this paper is used to verify the brand marketing quality diagnosis. This paper discusses the quality of clothing brand marketing from the perspective of "diagnosis", which is an extension of clothing brand marketing, which is a new and comprehensive perspective. The conclusion of the study can be applied to the diagnosis of clothing brand marketing quality. And through diagnosis to improve the marketing quality of clothing brands.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.86
本文編號：2397698
[Abstract]:It is an indisputable fact that the clothing industry has entered the stage of brand competition, the past price war, advertising war and so on can no longer win the competitive advantage for enterprises. In the face of the rapidly changing economy, social environment and powerful international brands, for the excellent garment enterprises of our country, which already have the market of the international brand and the ability to produce the international brand, the fast changing economy, the social environment and the powerful international brand come into being. How to improve the quality of brand marketing is the basis of changing the current situation and rapidly improving the level of competition with international counterparts. Therefore, exploring the influencing factors of brand marketing quality, understanding the advantages and disadvantages of brand, improving the shortcomings of brand marketing, improving brand marketing quality will become the urgent problem to be solved by garment enterprises. In this paper, the quality of clothing brand marketing is studied from the perspective of diagnosis, which undoubtedly has important theoretical and practical value. This paper combines the knowledge of marketing, brand management, clothing marketing and enterprise diagnosis, referring to the theory of quality, diagnosis, evaluation and so on. This paper studies the definition of brand marketing quality and its diagnosis, the forming mechanism and influencing factors of marketing quality, diagnostic principles, diagnostic process, diagnostic methods and diagnostic models. The main contents of this paper are as follows: the first part: related literature and theoretical research. From the direct theoretical research and related theoretical research, this paper systematically combs and analyzes the two key words, marketing quality and diagnosis, and then extends to the clothing brand. The definition of brand marketing quality diagnosis and the scope of this paper are defined and analyzed. The second part: the clothing brand marketing quality influence factor research. On the basis of theoretical analysis, this part discusses the forming mechanism of clothing brand marketing quality; Combined with Philip Kotler's marketing process theory and Jerome McCarthy's classic 4Ps theory, from the two angles of "linear" marketing process and "point" marketing combination, 12 aspects affecting the quality of clothing brand marketing are analyzed and summarized. The 41 influencing factors provide the basis for the screening of diagnostic indexes. The third part: the diagnosis research of clothing brand marketing quality. First of all, through the questionnaire survey of experts, the second part of the clothing brand marketing quality 12 aspects, 41 factors as diagnostic indicators of rationality; Secondly, according to the characteristics of enterprise diagnosis and clothing industry, the paper puts forward the diagnostic principles of clothing brand marketing quality, third, on the basis of theoretical analysis, it abstracts and analyzes the diagnostic process of clothing brand marketing quality. Fourth, aiming at the important links of the stage of diagnosis preparation and formal diagnosis, this paper puts forward the overall quantitative diagnosis method and the detail qualitative diagnosis method of clothing brand marketing quality. Fifthly, the quality diagnosis model of clothing brand marketing is constructed by synthesizing diagnostic principles, diagnostic process and diagnostic methods. Part four: empirical study. Taking X brand as the research object, the diagnosis method obtained in this paper is used to verify the brand marketing quality diagnosis. This paper discusses the quality of clothing brand marketing from the perspective of "diagnosis", which is an extension of clothing brand marketing, which is a new and comprehensive perspective. The conclusion of the study can be applied to the diagnosis of clothing brand marketing quality. And through diagnosis to improve the marketing quality of clothing brands.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.86
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