本文選題：定制營(yíng)銷(xiāo)　切入點(diǎn)：服裝營(yíng)銷(xiāo)　出處：《蘭州大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：杭州華美公司是一家從事服裝生產(chǎn)和銷(xiāo)售的企業(yè),針對(duì)國(guó)外市場(chǎng)以貼牌加工為主,而對(duì)國(guó)內(nèi)市場(chǎng),其依靠自己的設(shè)計(jì)力量,依托紹興面料市場(chǎng)為其提供面料,每個(gè)季節(jié)根據(jù)市場(chǎng)的需求設(shè)計(jì)出新的款式,用自有的生產(chǎn)工廠進(jìn)行生產(chǎn),在其自有的門(mén)店和網(wǎng)上進(jìn)行銷(xiāo)售。但在目前服裝市場(chǎng)的消費(fèi)趨勢(shì)的變化和市場(chǎng)競(jìng)爭(zhēng)激烈的環(huán)境下,杭州華美公司國(guó)內(nèi)市場(chǎng)產(chǎn)品庫(kù)存加大,周轉(zhuǎn)時(shí)間長(zhǎng),價(jià)格高企,產(chǎn)銷(xiāo)模式難以滿(mǎn)足顧客多樣化的消費(fèi)需求,使得企業(yè)在發(fā)展過(guò)程中遇到的矛盾和問(wèn)題越來(lái)越多,公司的發(fā)展遇到了瓶頸,公司的發(fā)展遇到了阻力,在現(xiàn)有的經(jīng)營(yíng)模式下很難進(jìn)行可持續(xù)發(fā)展。 在以顧客為導(dǎo)向的新經(jīng)濟(jì)背景下,以顧客為中心的定制營(yíng)銷(xiāo)模式在服裝市場(chǎng)上的優(yōu)勢(shì)日趨明顯,本文針對(duì)杭州華美公司目前服裝營(yíng)銷(xiāo)的現(xiàn)狀,借鑒定制營(yíng)銷(xiāo)的理論精髓,對(duì)杭州華美公司進(jìn)行整體研究。同時(shí),通過(guò)深入研究國(guó)內(nèi)外定制營(yíng)銷(xiāo)的成功案例,設(shè)計(jì)出適合杭州華美公司的定制營(yíng)銷(xiāo)策略,在改善杭州華美公司經(jīng)營(yíng)現(xiàn)狀的同時(shí),提升其在市場(chǎng)上的競(jìng)爭(zhēng)力。 本文首先采用了SWOT分析方法全面分析了杭州華美公司的現(xiàn)狀,發(fā)掘其目前擁有的優(yōu)勢(shì),同時(shí)找出其目前所面臨的機(jī)遇和挑戰(zhàn)。其次,為了提高杭州華美公司服裝定制化營(yíng)銷(xiāo)設(shè)計(jì)的有效性,在對(duì)杭州華美公司自身了解的同時(shí),采取問(wèn)卷調(diào)查法,通過(guò)國(guó)內(nèi)專(zhuān)業(yè)的問(wèn)卷調(diào)查網(wǎng)站發(fā)布問(wèn)卷,收集有效信息,通過(guò)分析,借此全面掌握消費(fèi)者對(duì)服裝定制的真實(shí)需求,為營(yíng)銷(xiāo)策略的設(shè)計(jì)收集一手資料。本文對(duì)杭州華美公司的營(yíng)銷(xiāo)模式按照當(dāng)今服裝市場(chǎng)的需求進(jìn)行重新設(shè)計(jì),為了更好地對(duì)新的營(yíng)銷(xiāo)策略的實(shí)施,還借鑒了德國(guó)Spread shirt和法派特定制營(yíng)銷(xiāo)的成功經(jīng)驗(yàn),對(duì)杭州華美公司營(yíng)銷(xiāo)策略提出有針對(duì)性的完善措施。 本文采用理論與實(shí)踐相結(jié)合的方法,將定制營(yíng)銷(xiāo)應(yīng)用到杭州華美公司的營(yíng)銷(xiāo)策略中,以期本研究能夠?qū)贾萑A美公司的發(fā)展提供有益的參考。
[Abstract]:Hangzhou Huamei Co., Ltd. is an enterprise engaged in garment production and sales, focusing on label processing in foreign markets, while for the domestic market, it relies on its own design strength to provide fabrics for it by relying on the Shaoxing fabric market. Each season designs new styles according to the needs of the market, produces with its own production plants, sells in its own stores and online. But in the current environment of changing consumption trends in the clothing market and fierce competition in the market, In the domestic market of Hangzhou Huamei Company, the product inventory is increased, the turnover time is long, the price is high, the production and marketing mode is difficult to meet the diversified consumer demand of customers, which makes the enterprises encounter more and more contradictions and problems in the process of development. The development of the company has met the bottleneck, the development of the company has encountered resistance, it is difficult to carry on the sustainable development under the present management mode. Under the new economic background of customer-oriented, customer-centered customer-oriented marketing mode has become more and more obvious in the clothing market. This paper aims at the present situation of Hangzhou Huamei Company's clothing marketing, and draws lessons from the theoretical essence of custom-made marketing. At the same time, through the in-depth study of the successful cases of custom-made marketing at home and abroad, the author designs a custom-made marketing strategy suitable for Hangzhou Huamei Company, which can improve the present operating situation of Hangzhou Huamei Company. Improve its competitiveness in the market. In this paper, SWOT analysis method is used to analyze the present situation of Hangzhou Huamei Company, to discover its advantages, and to find out the opportunities and challenges it is facing. In order to improve the effectiveness of the customized marketing design of Hangzhou Huamei clothing, the author adopts the method of questionnaire survey to collect effective information by issuing questionnaires through the domestic professional questionnaire website, while understanding Hangzhou Huamei Company itself. Through the analysis, we can grasp the consumers' real demand for clothing customization and collect some data for the design of the marketing strategy. This paper redesigns the marketing model of Hangzhou Huamei Company according to the needs of today's clothing market. In order to carry out the new marketing strategy better, the successful experiences of Spread shirt and Fapet customization marketing in Germany are also used for reference, and the targeted and perfect measures are put forward for the marketing strategy of Hangzhou Huamei Company. This paper uses the method of combining theory and practice to apply customized marketing to the marketing strategy of Hangzhou Huamei Company in order to provide a useful reference for the development of Hangzhou Huamei Company.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.86;F274

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