本文選題：圣諾地奧 + 營銷模式�。� 參考：《南昌大學(xué)》2015年碩士論文

【摘要】：我國作為世界上最大的服裝生產(chǎn)國和消費(fèi)國,隨著居民生活水平和消費(fèi)能力的提高,進(jìn)口服裝憑借其時(shí)尚的款式以及品牌效應(yīng),開始迅速占據(jù)國內(nèi)各大商場,相應(yīng)地進(jìn)口服裝的數(shù)量也開始逐年遞增。然而,服裝市場發(fā)展到今天已經(jīng)從“賣方市場”進(jìn)入“買方市場”,再加之全球經(jīng)濟(jì)遇冷和我國經(jīng)濟(jì)下行壓力的加大,服裝市場無疑正在經(jīng)歷著有史以來的嚴(yán)冬期。在這一背景下,面對(duì)日趨激烈的服裝市場競爭局面,國際品牌進(jìn)入中國市場后該如何運(yùn)用營銷策略來保持相應(yīng)的競爭力,無疑成為一個(gè)亟需解決的現(xiàn)實(shí)課題。圣諾地奧作為專做中高檔男裝的意大利品牌,于2002年進(jìn)入中國市場,其后在我國經(jīng)濟(jì)發(fā)展的快速崛起期迅速成長壯大,已經(jīng)成為國內(nèi)市場銷量較大、知名度較高的國際男裝品牌,但近兩年內(nèi)該品牌同樣遭遇了發(fā)展的瓶頸期�；诖�,本文以圣諾地奧為背景案例,來探討其在我國市場營銷過程中所存在的問題以及有效營銷的路徑。首先,本文從概念界定和理論綜述入手,并在此基礎(chǔ)上對(duì)圣諾地奧營銷的現(xiàn)狀進(jìn)行了分析,重點(diǎn)探討了圣諾地奧現(xiàn)有營銷模式的特征和存在的缺陷;其次,本文引入PEST分析模型和波特五力模型,對(duì)圣諾地奧在我國市場開展?fàn)I銷的宏觀環(huán)境和微觀環(huán)境進(jìn)行了實(shí)證分析,在全面深入的實(shí)證分析基礎(chǔ)上借助SWOT分析法探討了圣諾地奧營銷的內(nèi)部優(yōu)劣勢和外部機(jī)遇與挑戰(zhàn);最后,本文依據(jù)對(duì)圣諾地奧營銷環(huán)境的系統(tǒng)化分析,立足現(xiàn)有的市場營銷組合理論,對(duì)圣諾地奧營銷模式進(jìn)行了重構(gòu),并提出了營銷策略實(shí)施的保障措施。本文綜合分析了男裝中高端國際品牌圣諾地奧在我國市場營銷中存在的問題,并提出了有針對(duì)性的營銷策略和保障措施,這對(duì)于圣諾地奧在我國市場的長遠(yuǎn)發(fā)展具有指導(dǎo)意義,同時(shí)也能夠?yàn)槲覈就练b企業(yè)更好地開展市場營銷提供一定的借鑒和幫助作用。
[Abstract]:China, as the world's largest clothing producer and consumer, with the improvement of living standards and consumption capacity of residents, imports of clothing with its fashionable style and brand effect, began to occupy the domestic shopping malls rapidly. Accordingly, the number of imported clothing began to increase year by year. However, the clothing market has developed from "seller's market" to "buyer's market", coupled with the global economic cold and the increasing downward pressure of China's economy, the clothing market is undoubtedly experiencing a severe winter period. In this context, in the face of increasingly fierce competition in the clothing market, how to use marketing strategies to maintain the corresponding competitiveness after the international brands enter the Chinese market has undoubtedly become a practical issue that needs to be solved. San Nuodio, as an Italian brand specializing in middle and high grade men's wear, entered the Chinese market in 2002. Since then, it has grown rapidly in the period of rapid economic development in China, and has become a large domestic market. High-profile international men's wear brand, but in the last two years the brand also encountered the bottleneck period of development. Based on this, this paper takes San Nuodiao as the background case to discuss the problems and the effective marketing path in the marketing process of our country. First of all, this paper starts with the definition of the concept and the theoretical review, and then analyzes the current situation of the marketing of San Nuodio, focusing on the characteristics and defects of the existing marketing model of San Nuodio. This paper introduces pest analysis model and Porter five force model to analyze the macro and micro environment of San Nuodio marketing in our country. On the basis of comprehensive and in-depth empirical analysis, this paper discusses the internal advantages and disadvantages, external opportunities and challenges of San Nuodio marketing by means of SWOT analysis. Finally, this paper analyzes the marketing environment of San Nuodiao systematically. Based on the existing marketing combination theory, this paper reconstructs the marketing model of San Nuodio and puts forward the guarantee measures for the implementation of marketing strategy. This paper comprehensively analyzes the problems existing in the marketing of San Nuodio, a middle and high-end international brand of men's wear, and puts forward targeted marketing strategies and safeguard measures, which is of guiding significance for the long-term development of San Nuodio in our country. At the same time, it can also provide some reference and help for local garment enterprises to carry out marketing.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.86

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本文編號(hào)：2014056