杭州江南布衣服饰营销策略研究.doc

资料分类:管理学院 上传会员:巧乐兹 更新时间:2014-05-20
需要金币1000 个金币 资料包括:完整论文 下载论文
转换比率:金额 X 10=金币数量, 例100元=1000金币 论文字数:20476
折扣与优惠:团购最低可5折优惠 - 了解详情 论文格式:Word格式(*.doc)

摘要:本文研究的主要内容是杭州江南布衣服饰在国内市场上的营销策略问题。悠久的丝绸文化,独特的“山水文化”,使得杭州女装形成了“清新、柔美、婉约、雅致”的品牌风格,成为中国女装的一道亮点,并逐步扩大国外市场。然而,由于地域性限制,女装品牌的不断增多,对品牌文化的不够重视,产品的同质化程度较高等使行业竞争程度日益加剧。因此,本文希望通过对江南布衣的营销策略研究,为该公司在国内的发展提供一些策略上的帮助,也希望本文能对了解杭州的女装市场有所裨益。本文首先对中国女装市场的发展做了简要概括,随之对江南布衣的营销环境做了系统分析,通过对江南布衣的营销现状和内外环境的分析,得出了江南布衣的SWOT分析。最后根据前面的分析完善江南布衣的营销策略,像建立健全的渠道策略、调整和改进价格策略、加强和扩展品牌推广策略、维护并提高顾客忠诚度,努力培养创新人才等。

关键词 江南布衣;营销策略;渠道策略;品牌文化

 

Abstract:The main content of this paper is the marketing strategy of Hangzhou Jiangnan commoner clothing in the domestic market. The long silk culture, and the unique "landscape culture" make Hangzhou woman's clothing has formed the "pure and fresh, soft, graceful and restrained, elegant" style of the brand. It has became a focal point of the Chinese woman's clothing, and gradually expand the overseas market. However, the competition in the industry is becoming fiercer due to the regional restrictions, the increasing of woman's clothing brand, the less attention to brand culture, the high degree of product homogeneity degree. So this paper wants to offer some help in strategies in the development of domestic for this company , also helpful to anyone who wants to study the Hangzhou woman's clothing market through the study of marketing strategy of Hangzhou Jiangnan commoner clothing co,LTD in the domestic market. This paper first made a brief summary of the development of China's woman's clothing market, then analyze marketing environment of this company systematically, Through the analysis of the present situation of the marketing in jiangnan commoner cloth and the analysis of internal and external environment, the SWOT analysis of jiangnan commoner cloth is obtained. Last, this paper make some exploration of the marketing strategy of Jiangnan commoner clothing according to the former analysis, like establish and improve the channel strategy, adjusting and improving the pricing strategy, strengthening and expanding the brand promotion strategy, maintaining and improving customer loyalty, and striving to cultivate the innovative talents etc.

Key words  Jiangnan commoner clothing;marketing strategy;channel strategy;brand culture

相关论文资料:
最新评论
上传会员 巧乐兹 对本文的描述:本文主要研究了杭州江南布衣的营销策略问题,并对此阐述了具体的营销策略改进方案。本文首先在论述中国女装产业现状的基础上,对杭州江南布衣服饰的内外环境做了简要概括,详......
发表评论 (我们特别支持正能量传递,您的参与就是我们最好的动力)
注册会员后发表精彩评论奖励积分,积分可以换金币,用于下载需要金币的原创资料。
您的昵称: 验证码: