本文關(guān)鍵詞：基于價(jià)值鏈的H公司營(yíng)銷模式研究　出處：《北京交通大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 價(jià)值鏈理論 電子商務(wù) H公司 營(yíng)銷模式

【摘要】：隨著網(wǎng)絡(luò)經(jīng)濟(jì)的興起和消費(fèi)者選擇的多樣性,服裝企業(yè)的競(jìng)爭(zhēng)也越來越激烈,如何去降低產(chǎn)品的成本,加快產(chǎn)品的更新和創(chuàng)新營(yíng)銷模式,對(duì)處于藍(lán)海中的服裝企業(yè)越來越重要。H服裝公司成立于1997年,經(jīng)過幾年的發(fā)展,業(yè)務(wù)已涵蓋高檔精紡呢絨、高檔西服、職業(yè)服的生產(chǎn)和銷售,以及品牌服裝的經(jīng)營(yíng)等多種業(yè)務(wù),目前的營(yíng)銷模式是品牌授權(quán)加盟模式為主,隨著房租費(fèi)用和人工成本的增加不斷壓縮產(chǎn)品的利潤(rùn),再加上消費(fèi)者已經(jīng)多傾向于網(wǎng)絡(luò)購物,這對(duì)H服裝公司未來的發(fā)展產(chǎn)生了挑戰(zhàn)。因此,H服裝公司在分析服裝行業(yè)價(jià)值鏈的基礎(chǔ)上,創(chuàng)新產(chǎn)品營(yíng)銷模式,對(duì)企業(yè)的發(fā)展具有重要的理論意義和現(xiàn)實(shí)意義。 首先,文章介紹了價(jià)值鏈理論和營(yíng)銷模式相關(guān)理論,在此基礎(chǔ)上,圍繞基于價(jià)值鏈的H服裝公司營(yíng)銷模式構(gòu)建這一方面內(nèi)容展開研究,通過對(duì)H服裝公司的宏觀環(huán)境、外部行業(yè)環(huán)境和現(xiàn)有營(yíng)銷模式及存在的問題進(jìn)行分析,提出了基于價(jià)值鏈的H公司營(yíng)銷模式,并提出了網(wǎng)絡(luò)營(yíng)銷模式的實(shí)施策略與保障體系。本文的主要研究?jī)?nèi)容如下： (1)基于價(jià)值鏈的H公司營(yíng)銷模式設(shè)及實(shí)施。本章內(nèi)容在H服裝公司現(xiàn)有營(yíng)銷模式和存在問題的基礎(chǔ)上,按照發(fā)揮公司優(yōu)勢(shì)、彌補(bǔ)公司不足、把握發(fā)展機(jī)遇和迎接公司挑戰(zhàn)的原則,在分析模式的影響因素的基礎(chǔ)上,提出了基于價(jià)值鏈的H公司營(yíng)銷模式的設(shè)計(jì)思路及模式。 (2)基于價(jià)值鏈的H公司營(yíng)銷模式的實(shí)施策略與保障體系。為了確保新的營(yíng)銷模式能夠順利實(shí)施,給出了H公司新營(yíng)銷模式的實(shí)施策略應(yīng)從產(chǎn)品、價(jià)格、促銷和渠道入手。從制定統(tǒng)一的新營(yíng)銷模式應(yīng)用規(guī)劃方案、組織機(jī)構(gòu)、信息技術(shù)、渠道的溝通與管理、人力資源、激勵(lì)措施等方面確保新營(yíng)銷模式的實(shí)施。 本文通過對(duì)H公司現(xiàn)有營(yíng)銷模式的研究,從價(jià)值鏈的角度提出了新的營(yíng)銷模式,希望能夠給處于網(wǎng)絡(luò)經(jīng)濟(jì)時(shí)代的服裝企業(yè)提供一定的參考價(jià)值,使企業(yè)能夠在激烈的市場(chǎng)競(jìng)爭(zhēng)中,抓住機(jī)遇,進(jìn)一步使企業(yè)發(fā)展壯大。圖14幅,表8個(gè),參考文獻(xiàn)59篇。
[Abstract]:With the rise of network economy and the diversity of consumers' choices, the competition of garment enterprises is becoming more and more fierce. How to reduce the cost of products, accelerate the update of products and innovative marketing model. After several years of development, the business has covered the production and sale of high-grade worsted woolen fabric, high-grade suits and professional clothing. As well as brand clothing management and other business, the current marketing model is the brand licensing mode mainly, with the increase of rent costs and labor costs continue to reduce the profits of products. In addition, consumers have been more inclined to network shopping, which has a challenge to the future development of H apparel company. Therefore, based on the analysis of clothing industry value chain, HG clothing company innovates its product marketing model. It is of great theoretical and practical significance to the development of enterprises. First of all, the article introduces the value chain theory and marketing model related theories, on this basis, around the value chain based on the H clothing company marketing model construction of this aspect of research. By analyzing the macro environment, external industry environment, existing marketing model and existing problems of H garment company, this paper puts forward the H company marketing model based on value chain. And put forward the implementation strategy and security system of network marketing mode. The main research contents of this paper are as follows: The content of this chapter is based on the existing marketing model and existing problems of H clothing company, according to give full play to the advantages of the company, to make up for the lack of the company. On the basis of analyzing the influencing factors of the model, the author puts forward the design idea and mode of H company marketing mode based on value chain. In order to ensure the successful implementation of the new marketing model, the implementation strategy of the new marketing model of H company should be based on the product and price. Promotion and marketing channels. From the development of a unified new marketing model application planning, organization, information technology, channel communication and management, human resources, incentives and other aspects to ensure the implementation of the new marketing model. Through the research on the existing marketing model of H Company, this paper puts forward a new marketing model from the perspective of value chain, hoping to provide a certain reference value for garment enterprises in the era of network economy. So that the enterprise can seize the opportunity in the fierce market competition, and further make the enterprise develop and grow stronger. 14 figures, 8 tables, 59 refs.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.86;F274

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