本文選題：內(nèi)衣業(yè) + VIP顧客��； 參考：《西安工程大學(xué)》2014年碩士論文

【摘要】：隨著服務(wù)經(jīng)濟(jì)的到來，服務(wù)營銷策略不只限于傳統(tǒng)的服務(wù)行業(yè)，同樣也被越來越多擁有服務(wù)項(xiàng)目的零售行業(yè)所重視。內(nèi)衣行業(yè)是我國服裝領(lǐng)域的朝陽企業(yè)，在目前的發(fā)展階段，內(nèi)衣的營銷方式仍較為傳統(tǒng)。面對(duì)我國女性內(nèi)衣消費(fèi)者，特別是VIP顧客的消費(fèi)行為與服務(wù)需求的不斷變化，企業(yè)如何通過服務(wù)維護(hù)策略的構(gòu)建與實(shí)施來滿足VIP顧客的服務(wù)需求，進(jìn)一步提升內(nèi)衣品牌的市場銷售率，成為內(nèi)衣行業(yè)服務(wù)營銷實(shí)施與管理過程中難以把握的問題。 “匯潔集團(tuán)”旗下的曼妮芬、伊維斯品牌是中國一線女性內(nèi)衣品牌，從1996年上市到現(xiàn)在，經(jīng)過十六年的發(fā)展在中國女性內(nèi)衣品牌市場具有較大的市場占有率。本文以“匯潔集團(tuán)”旗下女性內(nèi)衣品牌服務(wù)營銷策略為研究案例，并對(duì)其VIP顧客消費(fèi)行為和服務(wù)需求進(jìn)行了問卷調(diào)查與分析，根據(jù)分析結(jié)果得出影響VIP顧客消費(fèi)行為五大影響因素為服務(wù)人員、服務(wù)渠道、內(nèi)衣產(chǎn)品、監(jiān)管制度和服務(wù)環(huán)境，最后在影響因素實(shí)證分析的基礎(chǔ)上構(gòu)建內(nèi)衣業(yè)VIP顧客服務(wù)營銷策略框架，并對(duì)框架環(huán)節(jié)進(jìn)行了分析與具體構(gòu)建建議。同時(shí)，在提出的服務(wù)營銷框架的基礎(chǔ)上對(duì)曼妮芬單店VIP服務(wù)營銷策略進(jìn)行具體設(shè)計(jì)。 本文共分為七個(gè)章節(jié)，并主要從以下幾個(gè)方面對(duì)課題展開研究： （1）介紹了本課題的研究背景、選題依據(jù)和研究目的，指出了服務(wù)營銷策略研究對(duì)于內(nèi)衣行業(yè)發(fā)展的理論意義和實(shí)際應(yīng)用價(jià)值。 （2）結(jié)合服務(wù)營銷相關(guān)理論及市場調(diào)研，對(duì)VIP顧客服務(wù)營銷在國內(nèi)內(nèi)衣業(yè)服務(wù)概況，包括服務(wù)市場、內(nèi)衣產(chǎn)品及其服務(wù)特性、內(nèi)衣業(yè)VIP顧客的維護(hù)意義、服務(wù)營銷組合策略等方面進(jìn)行分析。通過對(duì)“匯潔集團(tuán)”和其競爭品牌“愛慕集團(tuán)”旗下女性內(nèi)衣品牌的比較分析，，總結(jié)出了目前國內(nèi)內(nèi)衣企業(yè)關(guān)于VIP顧客服務(wù)營銷的相似性與差異性的表現(xiàn)特征，并得出企業(yè)服務(wù)營銷現(xiàn)狀中存在VIP服務(wù)意識(shí)弱、VIP劃分原則缺陷、服務(wù)維護(hù)形式雷同、策略體系不健全等問題。 （3）根據(jù)目前內(nèi)衣VIP顧客服務(wù)營銷管理所存在的問題，以西北地區(qū)“匯潔集團(tuán)”的VIP顧客為研究對(duì)象，通過訪談與問卷調(diào)查方式，對(duì)內(nèi)衣業(yè)VIP顧客消費(fèi)行為與服務(wù)需求進(jìn)行調(diào)查，并對(duì)消費(fèi)行為結(jié)果進(jìn)行了數(shù)據(jù)統(tǒng)計(jì)與分析，總結(jié)出內(nèi)衣VIP顧客的服務(wù)需求特點(diǎn)。 （4）根據(jù)第三章中VIP顧客消費(fèi)行為調(diào)查結(jié)果得到的服務(wù)需求進(jìn)行整合，得出影響目標(biāo)顧客消費(fèi)行為的五大服務(wù)因素，包括人員因素、渠道因素、產(chǎn)品因素、監(jiān)管制度因素、環(huán)境因素，并結(jié)合多內(nèi)衣品牌實(shí)施案例對(duì)以上影響因素進(jìn)行逐一分析。 （5）以“匯潔集團(tuán)”為例，根據(jù)VIP顧客消費(fèi)行為的五大影響因素，提煉出VIP顧客服務(wù)營銷策略框架的基礎(chǔ)職能及職能體現(xiàn)，同時(shí)總結(jié)出構(gòu)建內(nèi)衣行業(yè)VIP顧客服務(wù)營銷策略、細(xì)化VIP顧客等級(jí)劃分標(biāo)準(zhǔn)、建立主要服務(wù)營銷模型、制定服務(wù)管理流程，以及實(shí)施可持續(xù)性維護(hù)戰(zhàn)略的框架，并提出具體策略建議。 （6）結(jié)合匯潔西北區(qū)域公司西安辦事處曼妮芬鐘樓開元店目前的實(shí)際情況，做出具體的VIP服務(wù)營銷策略方案，為其終端VIP顧客服務(wù)營銷與維護(hù)提出策略建議，起到單店提升的效果。
[Abstract]:With the arrival of the service economy, service marketing strategy is not limited to the traditional service industry, has also been more and more have the services of the retail industry attention. The underwear industry is China's clothing industry in Chaoyang business, in the current stage of development, the traditional marketing way is underwear. In the face of women's underwear consumers in China, especially changing consumer behavior and VIP customer service demand, how enterprises through the service maintenance strategy of construction and implementation of the VIP service to meet customer demand, to further enhance the underwear brand market sales rate, become difficult to grasp the process of service marketing implementation and management problems in the underwear industry.
"Hui Jie group" under the Manifen brand is the brand the first female Chinese Ives underwear, listed from 1996 to now, after sixteen years of development has a large market in brand market share. This paper China female underwear to sink cleaning group s female underwear brand service marketing strategy as the research case, and the VIP consumer behavior and service needs to carry on the questionnaire survey and analysis, according to the analysis of factors affecting consumer behavior VIP five influence to service personnel, service channels, underwear products, supervision system and service environment, and finally construct underwear industry VIP customer service marketing strategy framework based on empirical analysis of influence factors on and the framework links are analyzed and concrete construction proposal. At the same time, on the basis of service marketing framework is put forward on the Manifen VIP store service marketing strategy in detail Design.
This article is divided into seven chapters, and mainly from the following aspects to research the subject:
(1) introduced the research background, the basis and purpose of the research, and pointed out the theoretical significance and practical application value of service marketing strategy research for underwear industry.
(2) according to the theory of service marketing and Market Research on VIP customer service marketing in the domestic underwear industry service profiles, including service market, underwear products and service characteristics, customer VIP underwear industry maintenance, service marketing strategy and other aspects of analysis. Through the comparative analysis on the "Hui Jie group" and the brand competition "love the group's female underwear brand, summed up the current domestic underwear enterprises on VIP customer service marketing similar features and differences, and obtains the status of enterprise service marketing in VIP service consciousness is weak, VIP division principle defects, service maintenance form similar strategy system is not perfect and so on.
(3) according to the existing underwear VIP customer service marketing management problems, to the northwest "Hui Jie group" VIP customer as the research object, through interviews and questionnaires, the underwear industry VIP consumer behavior and service demand investigation, and the consumer behavior results of data statistics and analysis, summary the service demand characteristics of underwear VIP customers.
(4) according to the investigation results of consumer behavior to integrate VIP in the third chapter, the demand for services, service five major factors that affect the target consumer behavior, including human factors, channel factors, product factors, regulatory factors, environmental factors, and combined with the case of the implementation of multi brand underwear the above factors were analyzed.
(5) to "Hui Jie group" as an example, according to the five influencing factors of VIP consumer behavior, refine reflect the basic functions and functions of the VIP customer service marketing strategy framework, and summed up the construction of the underwear industry VIP customer service marketing strategy, refinement of VIP customer classification standard, established the model of service marketing, development service management processes, and implement the sustainable maintenance strategy framework, and put forward specific policy recommendations.
(6) the actual situation combined with the Department of the northwest regional cleaning company Xi'an office tower Manifen Kaiyuan shop at present, make specific marketing strategy for VIP service, as the terminal VIP customer service strategy marketing put forward and maintenance, to enhance the effect of a single store.

【學(xué)位授予單位】：西安工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.86;F274

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