服装市场营销策略研究
摘 要服装市场营销策略是指在市场经济条件下, 根据内外环境变化, 对服装企业的经营与销售进行预测和决策, 以提高经济效益为主要目标, 创造性地组织经营销售活动的策略。
论文根据本人近几年对国内外服装行业和服装市场的调查研究, 和对重庆丹尼尔服装连锁店的调查研究， 系统地探讨和研究了服装市场营销这一领域的'理论, 分析并指出了在经济全球化的大环境下，作为世界第一的服装出口大国，中国的服装企业掌握市场营销理论知识，科学地运用市场营销策略的迫切性和重要性。
关键词：营销策略 目标市场 促销
ABSTRACT
The general sales and marketing strategy of fashion market is aimed at increasing financial benefits and developing creative strategies for business activities under the situation of market economy. It also includes forecast and decision making based on the change of internal and external environment in a fashion enterprise.
This thesis has shown my several years’ investigation and research on the fashion industry and fashion market home and abroad. This paper systematically discussed and studied the sales and marketing theory about the fashion market. It analyzed and pointed out that under the global economy environment as a whole, China is the biggest exporter of fashion products in the world, it’s fashion enterprises must equipped with the sales and marketing theory and make full use of these scientific knowledge for their business. It’s top urgent and very important.
KEYWORDS: Sales & Marketing Strategy targeted market Promotion
目 录
摘 要I
ABSTRACTII
1 绪 论1
1.1 本论文研究的目的与意义1
1.2 服装行业的特点1
1.3 国内外研究现状和发展趋势2
2服装市场调研预测4
2.1 营销信息系统4
2.2 服装市场调研内容5
2.3 服装市场调研的信息来源6
2.4 服装市场调研的步骤6
2.5 一手资料的收集方法7
2.6 市场调查表的设计9
2.7 二手资料的收集13
2.8 服装市场预测14
3服装流行定义和消费心理15
3.1 有关流行的几个概念15
3.2 流行的传播理论16
3.3 消费者需求17
3.4 影响服装消费心理与行为的因素18
4 服装市场细分和目标市场定位策略23
4.1 市场细分和目标市场定位的作用与意义23
4.2 服装市场细分的方法24
4.3 目标市场的选择27
4.4 服装品牌定位28
4.5 服装价格定位29
4.6 服装商品的生命周期与售价31
5 服装销售策略和营销渠道32
5.1 零售策略32
5.2 促销策略34
5.3 服装营销渠道36
6 结论42
致 谢43
参考文献44
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