【摘要】：在e時(shí)代和全球經(jīng)濟(jì)的形式的背景下，服裝零售業(yè)中品牌競(jìng)爭(zhēng)愈演愈烈無(wú)論是什么市場(chǎng)目標(biāo)，從低價(jià)品牌到奢侈品牌，國(guó)外品牌無(wú)一例外地加入了對(duì)中國(guó)市場(chǎng)的搶占因此，服裝品牌企業(yè)都紛紛都絞盡腦汁的想盡各種辦法來(lái)贏得市場(chǎng)，其中就有很多服裝品牌就使用積分獲取市場(chǎng)份額然而消費(fèi)者價(jià)值觀逐漸從理性消費(fèi)階段到感覺(jué)消費(fèi)階段到感情消費(fèi)階段如今到精神消費(fèi)的第四個(gè)階段，，傳統(tǒng)的積分營(yíng)銷已經(jīng)逐漸開(kāi)始疲軟，失去了競(jìng)爭(zhēng)優(yōu)勢(shì)，本文從積分渠道和營(yíng)銷模式及回饋形式來(lái)闡述如何進(jìn)行積分優(yōu)化重新獲得競(jìng)爭(zhēng)力 通過(guò)對(duì)積分和CRM理論研究為營(yíng)銷優(yōu)化做好夯實(shí)的理論基礎(chǔ)；深入剖析積分營(yíng)銷的案例，在此基礎(chǔ)上對(duì)服裝品牌公司的積分營(yíng)銷做具體的解析；從對(duì)客戶進(jìn)行細(xì)分和客戶生命周期的理解挖掘CRM數(shù)據(jù)，分析影響積分營(yíng)銷的因素及對(duì)策略的研究通過(guò)上述內(nèi)容的梳理及分析，將理論應(yīng)用至A服裝品牌公司的積分優(yōu)化項(xiàng)目中首先對(duì)A公司運(yùn)營(yíng)及其CRM部進(jìn)行深入的SWOT分析；通過(guò)對(duì)定位及品牌的理解，闡述A公司CRM存在定位錯(cuò)誤同時(shí)，制定了清晰的CRM定位及其目標(biāo)為了更好的了解客戶對(duì)積分的價(jià)值需求，筆者應(yīng)用聯(lián)合分析法進(jìn)行問(wèn)卷調(diào)研，以積分?jǐn)?shù)為界限將客戶分為3類，通過(guò)效用值的計(jì)算，分析A品牌公司客戶對(duì)積分營(yíng)銷中屬性水平的感知價(jià)值，合理策劃積分營(yíng)銷滿足不同客戶的需求最后總結(jié)了積分優(yōu)化的渠道營(yíng)銷模式回饋形式及優(yōu)化步驟，基于A公司是國(guó)內(nèi)知名女裝品牌，這樣的營(yíng)銷方式在其他服裝界應(yīng)該同樣適用
[Abstract]:Under the background of e-era and the form of global economy, no matter what market target the brand competition is in clothing retailing, from low-price brand to luxury brand, foreign brands have joined the preoccupation of Chinese market without exception. Clothing brand enterprises have tried their best to win the market. Among them, many clothing brands use points to gain market share. However, consumer values gradually change from rational consumption stage to feeling consumption stage to emotional consumption stage now to the fourth stage of spiritual consumption. The traditional point marketing has gradually begun to weaken, losing its competitive advantage, This paper expounds how to gain the competitive power by integral optimization from the point channel, marketing mode and feedback form. Through the research of integral and CRM theory, this paper lays a solid theoretical foundation for marketing optimization. In-depth analysis of the case of integral marketing, on this basis, the clothing brand companies to do a specific analysis of integral marketing; Mining CRM data from the understanding of customer segmentation and customer life cycle, analyzing the factors that affect integral marketing and the research of strategy through combing and analyzing the above contents. The theory is applied to the integral optimization project of A clothing brand company. Firstly, the operation of A Company and its CRM department are analyzed by SWOT. Through the understanding of positioning and brand, this paper expounds that there are positioning errors in CRM of Company A, at the same time, it formulates a clear positioning of CRM and its objectives. In order to better understand the value needs of customers for points, the author applies the method of joint analysis to carry on the questionnaire survey. The customers are divided into three categories according to the product score. Through the calculation of utility value, this paper analyzes the perceived value of the customers of brand A company to the level of attributes in integral marketing. Reasonable planning of integral marketing to meet the needs of different customers. Finally, this paper summarizes the feedback form and optimization steps of the channel marketing mode of integral optimization. Based on the fact that A Company is a well-known domestic women's wear brand, this marketing method should be equally applicable in other clothing circles.
【學(xué)位授予單位】：浙江理工大學(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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