本文選題：服裝　切入點：營銷渠道　出處：《山東大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：中國的服裝生產(chǎn)加工行業(yè)曾經(jīng)大大帶動了國民經(jīng)濟的提升,也一直為我國的出口做出了較大的貢獻(xiàn)。中國是世界最大的服裝生產(chǎn)加工基地,然而卻不是一個服裝產(chǎn)業(yè)強國,一大批的中國的中小服裝企業(yè)都是在為國外服裝公司做代工,尤其是浙江、江蘇、廣東、山東、福建等地區(qū)。這造成了我國的服裝行業(yè)對歐美等市場的依存度較高,國外市場的需求情況直接影響到了大量服裝企業(yè)的生存狀況。國際經(jīng)濟危機對中國的服裝行業(yè),特別是這一行業(yè)中的中小型企業(yè)帶來了巨大的打擊。 近年來人民幣不斷升值,原材料成本和人工成本的增加,使得我國服裝出口類企業(yè)壓力不斷增大,出口利潤大幅下降,生存尤為困難。青島作為一個外貿(mào)出口量較大的城市,在這種國際環(huán)境下很多企業(yè)遭受重挫,訂單減少,出口下滑,利潤降低。在這種經(jīng)濟環(huán)境下,很多企業(yè)必須尋找新的出路,不能僅僅依靠出口國外,要建立健全國內(nèi)營銷渠道,開發(fā)中國國內(nèi)的大市場,為服裝行業(yè)迎來新的繁榮。在這情況下服裝企業(yè)國內(nèi)營銷渠道的選擇、構(gòu)建、管理與創(chuàng)新就顯得尤為重要。 本文從營銷渠道的基本理論入手,梳理現(xiàn)有的營銷渠道理論和相關(guān)的文獻(xiàn)資料。主要采用了文獻(xiàn)資料法、比較研究法以及案例分析法等研究方法。結(jié)合國內(nèi)外相關(guān)營銷渠道研究成果,根據(jù)服裝產(chǎn)品區(qū)別于其他工業(yè)產(chǎn)品的獨有特點,闡述服裝行業(yè)營銷渠道的分類和主要特點,并對比各類營銷渠道的優(yōu)缺點,以及各類營銷渠道的適應(yīng)性。從營銷渠道的設(shè)計原則、設(shè)計步驟等方面研究營銷渠道的設(shè)計。在營銷渠道設(shè)計完成后,為了使渠道運行流暢,保證渠道成員間相互協(xié)調(diào)和通力合作,盡快實現(xiàn)企業(yè)的營銷目標(biāo)和發(fā)展目標(biāo),進(jìn)行營銷渠道的全面管理是非常有必要的。主要從營銷渠道的成員管理、流程管理、績效管理等方面進(jìn)行闡述。在理論研究的基礎(chǔ)上,對XY牛仔服裝公司的具體情況進(jìn)行闡述,對其營銷渠道存在的問題進(jìn)行分析。在出口環(huán)境日益惡化的情況下,XY公司的牛仔褲產(chǎn)品需要轉(zhuǎn)戰(zhàn)國內(nèi)市場,進(jìn)行營銷渠道設(shè)計,主要針對商場渠道、專賣店渠道和電子商務(wù)渠道等展開具體設(shè)計框架。隨后,提出營銷渠道實施的條件,主要在營銷組織的建設(shè)、銷售人員管理、企業(yè)制度及文化建設(shè)等方面分析具體的實施條件。從實踐的角度上看,本文希望通過對XY牛仔服裝公司進(jìn)行營銷渠道的設(shè)計,從而為其他類似企業(yè)遇到相同問題提供一定參考,推動我國中小型服裝企業(yè)在出口環(huán)境惡化的情況下,能夠積極轉(zhuǎn)型,更好開拓國內(nèi)市場。 本文的創(chuàng)新點主要為：1.通過分析XY牛仔服裝公司面臨的國際國內(nèi)現(xiàn)實情況,提出契合企業(yè)實際的營銷渠道設(shè)計方案。2.在營銷渠道研究的基礎(chǔ)上,提出營銷組織的建設(shè)、銷售人員管理、企業(yè)制度及文化建設(shè)等具體實施的條件。
[Abstract]:China's garment production and processing industry has greatly promoted the national economy, and has also made a great contribution to China's export. China is the world's largest clothing production and processing base, but it is not a powerful clothing industry. A large number of small and medium-sized garment enterprises in China are working as contract manufacturers for foreign garment companies, especially in Zhejiang, Jiangsu, Guangdong, Shandong, Fujian and other regions. This has resulted in a high degree of dependence on Europe and the United States and other markets in China's clothing industry. The demand of foreign markets has directly affected the survival of a large number of garment enterprises, and the international economic crisis has brought a huge blow to China's garment industry, especially to the small and medium-sized enterprises in this industry. In recent years, the appreciation of RMB and the increase of raw material cost and labor cost have increased the pressure on Chinese garment export enterprises, and the export profit has fallen sharply, so it is particularly difficult to survive. Qingdao, as a city with large export volume of foreign trade, In this international environment, many enterprises have suffered heavy losses, orders have declined, exports have declined, and profits have fallen. In this economic environment, many enterprises must find new ways out, not just rely on exporting abroad, but to establish and improve domestic marketing channels. In this case, the choice, construction, management and innovation of domestic marketing channels for garment enterprises are particularly important. This article starts with the basic theory of marketing channel, combs the existing marketing channel theory and related literature. According to the research results of domestic and foreign related marketing channels, and according to the unique characteristics of clothing products different from other industrial products, this paper expounds the classification and main characteristics of clothing industry marketing channels. And compare the advantages and disadvantages of all kinds of marketing channels, as well as the adaptability of all kinds of marketing channels. The design of marketing channels from the design principles, design steps and other aspects. After the completion of the marketing channel design, in order to make the channel run smoothly, It is very necessary to ensure the coordination and cooperation among the members of the channel, to realize the marketing target and the development goal of the enterprise as soon as possible, and to carry out the overall management of the marketing channel, mainly from the member management of the marketing channel, the process management, On the basis of theoretical research, this paper expounds the specific situation of XY denim clothing company. Analyzing the problems existing in its marketing channels. Under the circumstances of the deteriorating export environment, the jeans products of XY Company need to be transferred to the domestic market and designed for marketing channels, mainly aimed at the marketing channels. Then, the conditions for the implementation of marketing channels are put forward, mainly in the construction of marketing organizations, the management of sales personnel, From the point of view of practice, this paper hopes to design the marketing channel of XY denim clothing company so as to provide some reference for other similar enterprises to encounter the same problems. Under the condition of the deterioration of export environment, the small and medium-sized garment enterprises of our country should be able to transform actively and develop the domestic market better. The innovation of this paper is mainly composed of: 1.Through analyzing the international and domestic reality of XY denim clothing company, the author puts forward the design scheme of marketing channel suitable for the enterprise. 2. On the basis of the research of marketing channel, it puts forward the construction of marketing organization. Sales personnel management, enterprise system and cultural construction and other specific implementation conditions.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.86

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