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摘 要：在当今经济发展的新形势下，随着经济社会发展和人们生活水平的不断提高,服装行业也因此有着举足轻重的地位。中小服装企业面临着人才短缺、需求减少、劳动力成本与生产原材料成本相继上涨等众多问题,怎样制定合理的市场营销策略,是值得深入研究的。本文以扬州精诚制衣有限公司为研究对象，在市场营销相关理论知识的基础上，针对扬州精诚制衣有限公司的营销策略进行探析。发现了扬州精诚制衣有限公司存在着产品更新换代慢,品牌建设力度不够；产品定价方式单一，缺乏多样性；分销渠道短，分销商管理不当；促销投入严重不足等问题，并对扬州精诚制衣有限公司作出SWOT分析，提出开发更新换代快的新产品、注重品牌策略、制定适宜的弹性定价策略、加大促销投入，采用多种促销方式等几点建议。69736
毕业论文关键词:服装企业；中小企业；扬州精诚；营销策略；对策
Abstract：With the continuous improvement of the economic and social development and people's living standard, the apparel industry has a pivotal position in today's economic development under the new situation. Small and medium-sized garment enterprises are facing with many problems such as a shortage of talent, demand reduction, labor cost, rising raw material costs and so on.How to formulate a reasonable marketing strategy is worthy of further studying. Based on the market marketing related theory knowledge , the paper aims to analysis the marketing strategy of Yangzhou Jingcheng Clothing Co. Ltd. Through studying the enterprise , we find that there are many problems such as product update slow, brand construction force ; single product pricing, lack of persity; short channels of distribution, improper management of distributors; a serious shortage of investment in promotion in Yangzhou Jingcheng Garment Co. Ltd. After that , we make a SWOT analysis and propose developing renewal faster with the new products, focusing on brand strategy, developing appropriate elastic pricing strategy, etc.
Keywords: Clothing enterprises; marketing strategy countermeasure; solution
目 录
1 引言 3
2 理论基础 3
3 扬州精诚制衣有限公司的SWOT分析及营销战略分析 4
3.1 扬州精诚制衣有限公司服公司SWOT分析 4
3.2 扬州精诚制衣有限公司目标市场的选择 6
4 扬州精诚制衣有限公司营销策略的问题分析 7
4.1 产品更新换代慢，品牌建设力度不够 7
4.2 产品定价方式单一，缺乏多样性 8
4.3 分销渠道短，经销商管理不当 9
4.4 促销投入严重不足 9
5 扬州制衣有限公司的市场营销策略组合 9
5.1 加强新产品的开发，注重品牌建设 9
5.2 制定合理的价格方法和价格策略 10
5.3 适应市场发展，拓宽营销渠道 10
5.4 加大促销的投入，采用多种促销方式 11
结 论 12
参考文献