Gen服饰公司营销策略管理研究毕业设计_计算机程序设计_计算机设计辅导_计算机设计代做_java_安卓_小程序_springboot_ssm计算机程序设计资料网

Gen服饰公司营销策略管理研究

摘要

我国人民生活水平的不断上升，服装需求也越来越大，服装的品牌、品种也越来越丰富。消费者选择的多样化，使服装企业面临的竞争也越来越激烈，策略的研究也就更加重要。随着我国经济水平的不断提高，居民家庭收入的不断提升，人们对穿着的需求和品位越加多元化，这无疑给国内的服装企业带来了巨大的发展机遇。然而，伴随着服装企业如雨后春笋般的涌现出来，服装市场的竞争也日趋激烈。同时，国内的许多服装公司还停留粗放型的加工生产阶段，对市场营销方面缺乏科学、系统的理论分析和研究。因此，服装企业要想抓住当前的机遇，必须制定出一个适合企业发展的营销策略，并加强对营销策略的有效实施。无疑，当前针对服装企业的营销策略进行的研究和探索具有巨大的理论和现实意义。本文以Gen服饰公司营销策略管理为研究对象。从Gen服饰的营营销策略的角度入手，深入分析了Gen服饰公司的营销现状分析，并在对市场营销组合策略的研究分析中，指出Gen服饰在产品策略，渠道策略，价格策略，促销策略中出现的问题，针对Gen服饰存在的不足之处，提出合理化的建议。

关键词： Gen服饰，营销管理，营销策略，营销组合

Gen clothing company marketing strategy management research

ABSTRACT

Along with our country economy level rising， household income rising， people wearing the needs and tastes of the more diversified， this no doubt to the domestic garment enterprises has brought great opportunities for development. However， along with the clothing enterprises such as bamboo shoots after a spring rain like emerge， the clothing market competition is becoming increasingly fierce. At the same time， many domestic clothing company remains extensive processing production stage， the theoretical analysis and research， the system lacks the scientific aspects of marketing. Therefore， the garment enterprises to seize the current opportunity， to develop a suitable for the development of enterprise marketing strategy， and strengthen the effective implementation of marketing strategy. Undoubtedly， the current for clothing enterprise marketing strategy has great theoretical and practical significance to study and explore the God domain. Based on the management of marketing strategy ， Gen clothing company as the research object. Starting from the Gen clothing marketing environment and marketing strategy perspective， in-depth analysis of the current marketing situation analysis of Gen clothing company， and in the analysis of the marketing mix strategies， and points out that Gen dress in product strategy， channel strategy， price strategy， promotion strategy appear problem， aiming at shortcomings in existing Gen dress， puts forward the rationalization proposal.

KEYWORDS：Gen Clothing Company，Marketing Management，Marketing Strategy，Marketing Mix

目录

1 绪论……………………………………………………. 1

1.1 研究的背景………………………………………. 1

1.2 研究目的和意义…………………………………… 1

1.3 研究的方法………………………………………. 2

1.3.1 文献研究法…………………………………. 2

1.3.2 案例分析法…………………………………. 2

1.3.3 理论与实际结合的方法………………………… 2

2 文献综述………………………………………………… 3

2.1 国内服饰公司营销策略管理现状和发展趋势……………… 3

2.2 营销管理的概念…………………………………… 3