本文選題：團(tuán)購(gòu)服裝 + KL��； 參考：《西南交通大學(xué)》2014年碩士論文

【摘要】：由于中國(guó)經(jīng)濟(jì)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(guó)企業(yè)越來(lái)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(dá)的是企業(yè)通過(guò)整體著裝、來(lái)表達(dá)統(tǒng)一形象的外在表現(xiàn)形式。為此市場(chǎng)上出現(xiàn)了企業(yè)對(duì)團(tuán)購(gòu)服裝的需求,讓各大服裝公司進(jìn)軍服裝團(tuán)購(gòu)業(yè)務(wù)。截止到目前,各個(gè)服裝公司已經(jīng)遇到發(fā)展的瓶頸,競(jìng)爭(zhēng)異常激烈。如何能在激烈的競(jìng)爭(zhēng)中取得一席之地,是每個(gè)服裝公司都在思索的問(wèn)題,找到屬于他們自己的營(yíng)銷方法。論文內(nèi)容主要以中國(guó)服裝公司具有代表性的KL公司團(tuán)購(gòu)事業(yè)部為研究對(duì)象,并針對(duì)它的營(yíng)銷思路中所存在的優(yōu)勢(shì)和劣勢(shì),通過(guò)對(duì)團(tuán)購(gòu)服裝的發(fā)展態(tài)勢(shì)以及團(tuán)購(gòu)服裝行業(yè)所面臨的競(jìng)爭(zhēng)環(huán)境,嘗試以較多的事實(shí)資料來(lái)進(jìn)行一定的有效分析、論證和表明KL團(tuán)購(gòu)事業(yè)部在發(fā)展中所運(yùn)用的較好營(yíng)銷策略以及它所存在的潛在問(wèn)題；針對(duì)問(wèn)題進(jìn)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(tuán)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(jià)策略、渠道策略、品牌營(yíng)銷力策略、營(yíng)銷管理制度的更改及應(yīng)用過(guò)程,再到所面臨的問(wèn)題一一作詳細(xì)分析；2.找出它所存在的優(yōu)勢(shì)與弊端、選擇與突破、成功與不足,從而研究出相應(yīng)的對(duì)策：一是優(yōu)化目前的營(yíng)銷管理體系；二提出比較適合目前市場(chǎng)競(jìng)爭(zhēng)的先進(jìn)營(yíng)銷概念及方法；三是通過(guò)科學(xué)分析找到可有效實(shí)施的市場(chǎng)策略：四是為公司將來(lái)的發(fā)展對(duì)營(yíng)銷戰(zhàn)略規(guī)劃作出有價(jià)值的貢獻(xiàn)。3.根據(jù)大量事實(shí)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(chǎng)營(yíng)銷價(jià)值,本文的創(chuàng)新之處在于,能夠根據(jù)市場(chǎng)營(yíng)銷理論結(jié)合KL團(tuán)購(gòu)事業(yè)部實(shí)際狀況進(jìn)行系統(tǒng)的分析,并提出符合公司目前發(fā)展的營(yíng)銷改進(jìn)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(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.86

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

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

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本文編號(hào)：2104158