【摘要】：服飾的變遷是一部歷史，是一個時代發(fā)展的縮影。它是這個時代進步、文明、興旺發(fā)達、繁榮昌盛的象征。女裝更是其中不可缺少的一部分。女裝使女人倍添姿彩，女裝為產(chǎn)業(yè)增添亮點。女裝品牌自女裝誕生的那一刻便隨著時代的變遷應運而生，女裝品牌與款式的多元化推動了時裝的發(fā)展。 在本文的研究過程中，通過了調(diào)研和訪談等方法對BF公司所面對的女裝市場進行了調(diào)研探討。并通過采集包括年齡、月收入、月消費額、學歷等方面的消費者樣本，來確定BF公司女裝產(chǎn)品所應該面對的年齡和收入群體，從而確定了BF的女裝產(chǎn)品的產(chǎn)品定位。而在之后的問卷調(diào)查中，發(fā)現(xiàn)了BF女裝應該采用的價格、所走的設(shè)計路線和風格等問題。通過市場調(diào)研分析，BF女裝在創(chuàng)建品牌之前應該識別可能的競爭優(yōu)勢并選擇合適的競爭優(yōu)勢來參與到市場競爭中。在充分認識到自己的優(yōu)劣勢之后，BF公司要采用各種營銷策略對自己的品牌進行創(chuàng)建。其中4P營銷理論中的產(chǎn)品策略和價格策略可以被重點應用在品牌創(chuàng)建過程中。另外，產(chǎn)品的銷售渠道和產(chǎn)品促銷和可以幫助公司進行品牌創(chuàng)建。 在目前國際和國內(nèi)經(jīng)濟大環(huán)境均不樂觀的情況下，面對著勞動力成本和原材料成本以及通貨膨脹持續(xù)上升，以及人民幣兌美元的匯率持續(xù)走高等各種不利因素的巨大生存壓力下，BF公司如果延續(xù)傳統(tǒng)的接單生產(chǎn)OEM的產(chǎn)品思路和傳統(tǒng)守舊的經(jīng)營模式，必將走向衰落，直至有一天被市場淘汰。未來的女裝市場的發(fā)展趨勢就是以品牌建設(shè)來拉動的市場，未來的企業(yè)發(fā)展之路也就是品牌建設(shè)的過程之路，，現(xiàn)代化的商業(yè)社會，如果品牌進入到了消費文化的境界當中，品牌就將會成為一個企業(yè)萬古長青的搖錢樹。
[Abstract]:The change of dress is a history and a microcosm of the development of the times. It is a symbol of the progress, civilization, prosperity and prosperity of this era. Women's wear is an indispensable part of it. Women's wear makes women more colorful, women's wear for the industry to add bright spots. Women's wear brand since the birth of women's wear with the birth of the times came into being, women's wear brands and styles of diversification to promote the development of fashion. In the research process of this paper, through the methods of investigation and interview, this paper investigates and discusses the women's clothing market faced by BF Company. And through collecting consumer samples including age, monthly income, monthly consumption amount, educational background and so on, to determine the age and income group of women's wear products of BF Company, and thus determine the product positioning of BF's women's wear products. In the later questionnaire survey, we found the price, design route and style of BF dress. Through market research and analysis, BF women's wear should identify the possible competitive advantage and choose the appropriate competitive advantage to participate in the market competition before establishing the brand. After fully recognizing its advantages and disadvantages, BF will adopt various marketing strategies to create its own brand. The product strategy and price strategy of 4 P marketing theory can be applied in the process of brand creation. In addition, product sales channels and product promotions can help companies create brands. In the current international and domestic economic environment is not optimistic, faced with labor costs and raw materials costs, as well as inflation continues to rise, As well as the enormous pressure of the RMB / US dollar exchange rate to continue to rise and other unfavorable factors, if BF Company continues the traditional idea of taking orders to produce OEM products and the traditional old-fashioned business model, it will certainly be in decline. Until one day is eliminated by the market. The development trend of the women's clothing market in the future is the market driven by brand building. The road of future enterprise development is the road of brand building, and the modern commercial society, if the brand enters the realm of consumer culture, The brand will become a business everlasting cash cow.
【學位授予單位】：浙江理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.86;F274

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