本文選題：市場(chǎng)定位 + 安踏童裝��； 參考：《廈門大學(xué)》2013年碩士論文

【摘要】：伴隨第四次生育高峰的到來,新生兒童數(shù)量迅速增長(zhǎng),使得童裝市場(chǎng)具有巨大潛力。同時(shí)基于兒童生長(zhǎng)發(fā)育和日常運(yùn)動(dòng)的需要,運(yùn)動(dòng)童裝的寬松舒適性和功能性可以很好的滿足兒童此類需求,因此運(yùn)動(dòng)童裝具有廣泛的消費(fèi)群體�；谶@樣的市場(chǎng)機(jī)遇,許多運(yùn)動(dòng)品牌公司紛紛涉足童裝市場(chǎng),相比國(guó)際童裝運(yùn)動(dòng)品牌的成熟運(yùn)作和較好的品牌知名度,國(guó)內(nèi)運(yùn)動(dòng)品牌經(jīng)營(yíng)童裝面臨著巨大挑戰(zhàn),原來的傳統(tǒng)粗放式經(jīng)營(yíng)已經(jīng)不能適應(yīng)未來市場(chǎng)發(fā)展的需要,如何運(yùn)用營(yíng)銷策略更加精細(xì)化的滿足消費(fèi)者需求,是需要深入思考的問題。 本文選取最早進(jìn)入童裝領(lǐng)域的運(yùn)動(dòng)品牌公司安踏童裝作為研究對(duì)象,通過理論分析和方法為安踏童裝制定營(yíng)銷策略。全文首先概述安踏童裝發(fā)展歷史,描述童裝行業(yè)整體環(huán)境,從宏觀環(huán)境到行業(yè)環(huán)境,從現(xiàn)狀到未來趨勢(shì),對(duì)于安踏童裝發(fā)展的外部環(huán)境進(jìn)行一定分析。然后開展童裝消費(fèi)者調(diào)研,運(yùn)用SPSS系統(tǒng)分析調(diào)研問卷,結(jié)合市場(chǎng)細(xì)分分析,提出安踏童裝發(fā)展的目標(biāo)市場(chǎng)和市場(chǎng)定位。最后,運(yùn)用4Cs營(yíng)銷理論為安踏童裝發(fā)展制定相應(yīng)的營(yíng)銷策略,4Cs營(yíng)銷理論的核心是把握消費(fèi)者的多方位需求,從客戶需求、客戶溝通、客戶便利、客戶成本四個(gè)方面提出具體可執(zhí)行的營(yíng)銷措施。
[Abstract]:With the arrival of the fourth baby peak, the number of newborn children is growing rapidly, which makes the children's clothing market have great potential. At the same time, based on the needs of children's growth and development and daily exercise, the relaxed comfort and function of sports children's clothing can well meet the needs of children, so sports children's clothing has a wide range of consumer groups. Based on this market opportunity, many sports brand companies have set foot in children's wear market, compared with the mature operation of international children's wear brand and better brand popularity, domestic sports brand management children's wear is facing a huge challenge. The original traditional extensive operation has been unable to meet the needs of the future market development, how to use marketing strategies to meet the needs of consumers more meticulously, is the need to think deeply. This paper selects Anta children's wear, which is the earliest sports brand company, as the research object, and formulates the marketing strategy for Anta children's wear through theoretical analysis and method. This paper first summarizes the development history of children's wear in Anta, describes the overall environment of the children's wear industry, from the macro environment to the industry environment, from the current situation to the future trend, and analyzes the external environment of the children's wear development in Anta. Then we carry out the children's clothing consumer research, use SPSS system to analyze the questionnaire, combine the market segmentation analysis, put forward the target market and market orientation of Anta children's clothing development. Finally, using the 4Cs marketing theory to formulate the corresponding marketing strategy for the development of Anta children's wear. The core of the 4Cs marketing theory is to grasp the multi-directional needs of consumers, from customer needs, customer communication, customer convenience, Four aspects of customer cost to put forward specific implementable marketing measures.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.86

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本文編號(hào)：2015450