發(fā)布時間：2018-07-06 21:37

  本文選題：團購服裝 + KL　； 參考：《西南交通大學(xué)》2014年碩士論文

【摘要】：由于中國經(jīng)濟環(huán)境發(fā)生著翻天覆地的變化、發(fā)展飛速,讓更多的中國企業(yè)越來越重視他們的外在形象,企業(yè)的外在形象可以用很多種形式表現(xiàn),這里所要表達的是企業(yè)通過整體著裝、來表達統(tǒng)一形象的外在表現(xiàn)形式。為此市場上出現(xiàn)了企業(yè)對團購服裝的需求,讓各大服裝公司進軍服裝團購業(yè)務(wù)。截止到目前,各個服裝公司已經(jīng)遇到發(fā)展的瓶頸,競爭異常激烈。如何能在激烈的競爭中取得一席之地,是每個服裝公司都在思索的問題,找到屬于他們自己的營銷方法。論文內(nèi)容主要以中國服裝公司具有代表性的KL公司團購事業(yè)部為研究對象,并針對它的營銷思路中所存在的優(yōu)勢和劣勢,通過對團購服裝的發(fā)展態(tài)勢以及團購服裝行業(yè)所面臨的競爭環(huán)境,嘗試以較多的事實資料來進行一定的有效分析、論證和表明KL團購事業(yè)部在發(fā)展中所運用的較好營銷策略以及它所存在的潛在問題；針對問題進行研究變?yōu)橛行У牟呗詾橐院蟮陌l(fā)展做鋪墊。主要內(nèi)容包括：1.從團體服裝定制的發(fā)展?fàn)顩r到KL的STP分析、以客戶為核心策略、服裝產(chǎn)品策略、定價策略、渠道策略、品牌營銷力策略、營銷管理制度的更改及應(yīng)用過程,再到所面臨的問題一一作詳細(xì)分析；2.找出它所存在的優(yōu)勢與弊端、選擇與突破、成功與不足,從而研究出相應(yīng)的對策：一是優(yōu)化目前的營銷管理體系；二提出比較適合目前市場競爭的先進營銷概念及方法；三是通過科學(xué)分析找到可有效實施的市場策略：四是為公司將來的發(fā)展對營銷戰(zhàn)略規(guī)劃作出有價值的貢獻。3.根據(jù)大量事實分析并研究的結(jié)論,能夠給KL定制事業(yè)部提供有參考意義的市場營銷價值,本文的創(chuàng)新之處在于,能夠根據(jù)市場營銷理論結(jié)合KL團購事業(yè)部實際狀況進行系統(tǒng)的分析,并提出符合公司目前發(fā)展的營銷改進策略。
[Abstract]:As China's economic environment is undergoing earth-shaking changes and rapid development, more and more Chinese enterprises are paying more and more attention to their external image. The external image of the enterprise can be expressed in many forms. What we want to express here is that the enterprise expresses the external form of the unified image through the whole dress. For this reason, there is a demand for group buying clothing, which allows major clothing companies to enter the clothing group buying business. Up to now, each clothing company has met the bottleneck of development, the competition is extremely fierce. How to get a place in the fierce competition is the question that every clothing company is pondering and finding its own marketing method. The content of the thesis mainly takes the group purchase division of KL Company, which is representative of China Garment Company, as the research object, and aims at the advantages and disadvantages existing in its marketing thinking. Through the development situation of group buying clothing and the competition environment that the group purchase clothing industry faces, try to use more facts to carry on certain effective analysis, This paper demonstrates and demonstrates the good marketing strategy used by KL Group purchase Division in the development and its potential problems. The research on the problem becomes an effective strategy for the future development. The main contents include: 1. From the development of group garment customization to the STP analysis of KL, the customer as the core strategy, clothing product strategy, pricing strategy, channel strategy, brand marketing power strategy, the change and application process of marketing management system, Then to the problems faced one by one to make a detailed analysis. Find out its advantages and disadvantages, choose and break through, success and insufficiency, and then study the corresponding countermeasures: first, optimize the current marketing management system; second, put forward the advanced marketing concepts and methods suitable for the current market competition; The third is to find out the effective market strategy through scientific analysis: fourth, to make a valuable contribution to the marketing strategic planning for the future development of the company. According to the conclusions of a large number of facts analysis and research, it can provide the KL customization division with reference marketing value. The innovation of this paper lies in, According to the marketing theory combined with the KL group purchase department actual situation to carry on the system analysis, and proposed the marketing improvement strategy which accords with the company's present development.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.86

【共引文獻】

相關(guān)碩士學(xué)位論文 前1條

1 郭彪;山西汾酒市場營銷策略研究[D];西南交通大學(xué);2011年

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本文編號：2104158