本文選題：以純服裝 + 銷售渠道��； 參考：《哈爾濱理工大學(xué)》2014年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)快速而深入的發(fā)展,人民生活水平逐步提高,服裝產(chǎn)業(yè)相應(yīng)也迅猛地發(fā)展起來,每年以超過20%的速度遞增,期間大致經(jīng)歷了產(chǎn)量階段,以質(zhì)量求生存的階段,品牌階段和風(fēng)格與定位階段,生產(chǎn)規(guī)模和生產(chǎn)方式也隨之發(fā)生巨大變化。在現(xiàn)有市場(chǎng)經(jīng)濟(jì)體下,服裝市場(chǎng)已由原本的賣方占優(yōu)市場(chǎng)轉(zhuǎn)變?yōu)橘I方占優(yōu)市場(chǎng)。如何把握住時(shí)機(jī)和提升競(jìng)爭(zhēng)力,成為服裝企業(yè)亟需解決的重中之重,適應(yīng)潮流發(fā)展的服裝營(yíng)銷渠道也就應(yīng)運(yùn)而生。營(yíng)銷渠道戰(zhàn)略是品牌競(jìng)爭(zhēng)中的重要環(huán)節(jié),對(duì)于降低企業(yè)經(jīng)營(yíng)成本、提高企業(yè)競(jìng)爭(zhēng)力以及顧客能否方便、快捷的獲得商品和服務(wù),渠道起著至關(guān)重要的作用。企業(yè)選擇營(yíng)銷渠道戰(zhàn)略可以充分發(fā)揮渠道的一系列重要功能,包括加強(qiáng)監(jiān)督和控制營(yíng)銷渠道、收集信息和情報(bào)、加速資金融通和服務(wù)傳遞、減少庫(kù)存積壓風(fēng)險(xiǎn)等。因此,結(jié)合企業(yè)外部環(huán)境和內(nèi)部環(huán)境分析,對(duì)公司采的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和威脅進(jìn)行分析,從而制定正確的營(yíng)銷渠道戰(zhàn)略,對(duì)企業(yè)在相關(guān)領(lǐng)域的競(jìng)爭(zhēng)力和未來的發(fā)展有著指導(dǎo)意義。本文以我國(guó)知名服裝生產(chǎn)企業(yè)‘以純公司為研究對(duì)象,結(jié)合幾年國(guó)內(nèi)外營(yíng)銷渠道的經(jīng)典理論,采用多種分析法對(duì)其所面臨的戰(zhàn)略環(huán)境進(jìn)行剖析,進(jìn)而對(duì)公司的現(xiàn)有營(yíng)銷渠道狀況進(jìn)行重新制定,使其符合公司未來的企業(yè)經(jīng)營(yíng)目標(biāo),最終提供相應(yīng)的渠道戰(zhàn)略實(shí)施方案。
[Abstract]:With the rapid and deep development of our economy and the gradual improvement of the people's living standards, the clothing industry has also developed rapidly, increasing at an annual rate of more than 20%. During this period, we have experienced roughly the stage of output and survival by quality. Brand stage and style and positioning stage, production scale and production mode also changed greatly. Under the present market economy, the clothing market has changed from the seller dominant market to the buyer dominant market. How to grasp the opportunity and enhance the competitiveness becomes the most important problem for the garment enterprises, and the fashion marketing channels to adapt to the trend of development emerge as the times require. Marketing channel strategy is an important link in brand competition, which plays an important role in reducing the operating cost of enterprises, improving the competitiveness of enterprises and whether customers can conveniently and quickly obtain goods and services. The selection of marketing channel strategy can give full play to a series of important functions of the channel, including strengthening supervision and control of marketing channels, collecting information and intelligence, accelerating financing and service transmission, reducing the risk of inventory backlog, and so on. Therefore, combined with the analysis of the external and internal environment of the enterprise, the advantages, disadvantages, opportunities and threats adopted by the company are analyzed in order to formulate a correct marketing channel strategy. It is of guiding significance to the competitiveness and future development of enterprises in related fields. This article takes our country famous clothing production enterprise'to pure company as the research object, unifies several years domestic and foreign marketing channel classical theory, uses the variety analysis method to carry on the analysis to its facing strategic environment, Then the company's existing marketing channel status is reformulated to make it conform to the company's future business objectives and finally provide the corresponding channel strategy implementation plan.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.86

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