X服裝企業(yè)市場營銷精細(xì)化管理研究
發(fā)布時間：2019-01-02 19:09
【摘要】：精細(xì)化管理作為現(xiàn)代科學(xué)管理的先進(jìn)理念,在實現(xiàn)企業(yè)的組織戰(zhàn)略清晰化、內(nèi)部管理規(guī)范化、資源效益最大化方面發(fā)揮著重要的作用,對于面臨轉(zhuǎn)型期、管理提升期的企業(yè)有著立竿見影的效果。本文以X服裝企業(yè)市場營銷精細(xì)化管理為切入點(diǎn),綜合運(yùn)用文獻(xiàn)綜述、問卷調(diào)查、統(tǒng)計分析等研究方法,系統(tǒng)闡述了精細(xì)化管理的內(nèi)涵特征及營銷精細(xì)化管理的重要意義,深刻剖析了X服裝企業(yè)市場營銷精細(xì)化管理的現(xiàn)狀、不足及成因,針對性提出了推進(jìn)該企業(yè)精細(xì)化管理實施的策略,為促進(jìn)X服裝企業(yè)的市場營銷活動提供了一定的借鑒。 本文首先分析了市場營銷精細(xì)化管理的研究背景,隨著我國經(jīng)濟(jì)的發(fā)展,服裝企業(yè)獲得了較大的成長空間,尤其是在市場經(jīng)濟(jì)體制下,人們對于生活品質(zhì)的追求不斷提升,使得服裝企業(yè)的競爭不斷加劇。X服裝企業(yè)組建以來一直保持著良好的發(fā)展態(tài)勢,但隨著企業(yè)規(guī)模的日益擴(kuò)大,之前粗放式、經(jīng)驗型的市場營銷模式逐漸無法適應(yīng)企業(yè)的發(fā)展需要,市場營銷模式必須向精細(xì)化管理轉(zhuǎn)變,找準(zhǔn)企業(yè)持續(xù)快速發(fā)展的新增長點(diǎn),以推動服裝企業(yè)更好地定位自身使命職責(zé)、探索現(xiàn)代企業(yè)管理轉(zhuǎn)型發(fā)展路徑、提高現(xiàn)代企業(yè)管理效益為目的,促進(jìn)X企業(yè)的長遠(yuǎn)發(fā)展。 本文通過對精細(xì)化管理和營銷精細(xì)化管理的內(nèi)涵、特征以及必要性意義的深入分析,針對X企業(yè)當(dāng)前市場營銷精細(xì)化管理現(xiàn)狀,找準(zhǔn)了企業(yè)當(dāng)前存在的一線銷售團(tuán)隊工作成效欠缺、員工崗位責(zé)任模糊不清、解決自身問題能力弱、營銷過程疏于把控、市場定位不清晰、客戶個性服務(wù)跟不上、對營銷數(shù)據(jù)的感知力不足等現(xiàn)實問題,剖析原因,提出了新的精細(xì)化營銷策略,主要包括增強(qiáng)員工培訓(xùn)工作的精準(zhǔn)度、搞好精準(zhǔn)的市場營銷調(diào)研、制定精細(xì)的市場營銷策略、對營銷管理進(jìn)行精確控制、充分應(yīng)用大數(shù)據(jù)智能分析、加強(qiáng)企業(yè)文化建設(shè)等,為X服裝企業(yè)的市場營銷活動指出了一條可持續(xù)發(fā)展之路,對于推動精細(xì)化管理在服裝企業(yè)營銷管理中的深化運(yùn)用具有一定的指導(dǎo)意義。
[Abstract]:As the advanced concept of modern scientific management, fine management plays an important role in realizing the clarity of organizational strategy, standardization of internal management and maximization of resource efficiency. Management of the promotion period of the enterprise has an immediate effect. Based on the research methods of literature review, questionnaire survey, statistical analysis and so on, this paper systematically expounds the connotation characteristics of the meticulous management and the significance of the meticulous marketing management, taking the meticulous marketing management of the X garment enterprise as the breakthrough point and using the literature review, questionnaire survey, statistical analysis and other research methods. This paper deeply analyzes the present situation, deficiency and causes of the meticulous management of marketing in X garment enterprises, and puts forward the strategies to promote the implementation of the fine management of this enterprise, which provides a certain reference for promoting the marketing activities of X garment enterprises. This paper first analyzes the research background of the fine management of marketing. With the development of our country's economy, the garment enterprises have got a large growth space, especially in the market economy system, people's pursuit for the quality of life is constantly improving. X garment enterprises have maintained a good development trend since their establishment, but with the increasing scale of enterprises, before extensive, The experiential marketing model can not meet the needs of the development of the enterprise gradually. The marketing mode must be transformed to the fine management, find the new growth point of the sustained and rapid development of the enterprise, in order to promote the clothing enterprise to better position its mission responsibility. In order to promote the long-term development of X enterprise, the purpose of exploring the development path of modern enterprise management transformation and improving the efficiency of modern enterprise management is to explore the development path of modern enterprise management. Based on the analysis of the connotation, characteristics and necessity of fine management and marketing fine management, this paper aims at the current situation of marketing fine management in X enterprise. Finding out the lack of effectiveness of the current front-line sales team in the enterprise, the ambiguous responsibilities of the employees, the weak ability to solve their own problems, the lack of control in the marketing process, the unclear market positioning, and the inability to keep up with the customer personality service. On the basis of analyzing the reasons for the lack of perception of marketing data, this paper puts forward a new and refined marketing strategy, which mainly includes enhancing the accuracy of staff training, doing a good job of accurate marketing research, and formulating precise marketing strategies. The accurate control of marketing management, the full application of big data's intelligence analysis and the strengthening of enterprise culture construction, etc., have pointed out a sustainable development road for the marketing activities of X garment enterprises. It has certain guiding significance for promoting the application of fine management in the marketing management of garment enterprises.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.86;F274
本文編號：2398869
[Abstract]:As the advanced concept of modern scientific management, fine management plays an important role in realizing the clarity of organizational strategy, standardization of internal management and maximization of resource efficiency. Management of the promotion period of the enterprise has an immediate effect. Based on the research methods of literature review, questionnaire survey, statistical analysis and so on, this paper systematically expounds the connotation characteristics of the meticulous management and the significance of the meticulous marketing management, taking the meticulous marketing management of the X garment enterprise as the breakthrough point and using the literature review, questionnaire survey, statistical analysis and other research methods. This paper deeply analyzes the present situation, deficiency and causes of the meticulous management of marketing in X garment enterprises, and puts forward the strategies to promote the implementation of the fine management of this enterprise, which provides a certain reference for promoting the marketing activities of X garment enterprises. This paper first analyzes the research background of the fine management of marketing. With the development of our country's economy, the garment enterprises have got a large growth space, especially in the market economy system, people's pursuit for the quality of life is constantly improving. X garment enterprises have maintained a good development trend since their establishment, but with the increasing scale of enterprises, before extensive, The experiential marketing model can not meet the needs of the development of the enterprise gradually. The marketing mode must be transformed to the fine management, find the new growth point of the sustained and rapid development of the enterprise, in order to promote the clothing enterprise to better position its mission responsibility. In order to promote the long-term development of X enterprise, the purpose of exploring the development path of modern enterprise management transformation and improving the efficiency of modern enterprise management is to explore the development path of modern enterprise management. Based on the analysis of the connotation, characteristics and necessity of fine management and marketing fine management, this paper aims at the current situation of marketing fine management in X enterprise. Finding out the lack of effectiveness of the current front-line sales team in the enterprise, the ambiguous responsibilities of the employees, the weak ability to solve their own problems, the lack of control in the marketing process, the unclear market positioning, and the inability to keep up with the customer personality service. On the basis of analyzing the reasons for the lack of perception of marketing data, this paper puts forward a new and refined marketing strategy, which mainly includes enhancing the accuracy of staff training, doing a good job of accurate marketing research, and formulating precise marketing strategies. The accurate control of marketing management, the full application of big data's intelligence analysis and the strengthening of enterprise culture construction, etc., have pointed out a sustainable development road for the marketing activities of X garment enterprises. It has certain guiding significance for promoting the application of fine management in the marketing management of garment enterprises.
【學(xué)位授予單位】：廣東工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.86;F274
【引證文獻(xiàn)】
相關(guān)期刊論文 前1條
1 張樂冰;;XX服裝企業(yè)市場營銷精細(xì)化管理研究[J];商場現(xiàn)代化;2016年11期
相關(guān)碩士學(xué)位論文 前4條
1 劉景錦;A公司服裝營銷策略優(yōu)化研究[D];華東理工大學(xué);2016年
2 劉暉;圣諾地奧男裝營銷模式研究[D];南昌大學(xué);2015年
3 桑套剛;B公司工程機(jī)械配套件產(chǎn)品的營銷渠道管理研究[D];湖南師范大學(xué);2015年
4 韓一寧;中石化Y公司非油品業(yè)務(wù)精細(xì)化管理研究[D];大連海事大學(xué);2015年
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