跨界营销在宁波服装业的应用策略研究毕业论文.docVIP

毕业论文 （20_ _届） 跨界营销在宁波服装业的应用策略研究 摘 要 随着人们消费水平的提高和消费习惯的改变，人们对产品个性化体验的要求越来越高。但是近年来随着信息流动加快，产品同质化现象却越来越严重。宁波服装行业也普遍存在技术和产品同质化严重的状况。如何体现出自己产品的特色，如何带给消费者新鲜的体验，如何表达自己服装的文化内涵是摆在宁波服装企业面前的难题。 本文针对宁波服装行业的发展现状，以跨界营销的营销方式以切入点展开研究。通过之前企业的实践发现，不同行业企业之间如果能找到相同的契合点进行联合营销，能大大提高企业营销的效率和效果。研究宁波服装企业应用跨界营销的可行性和策略具有重大意义。 本文首先提出了跨界营销相关的理论知识；随后对成功进行跨界营销的服装企业进行分析，并根据宁波服装行业现状和特点，结合跨界营销理论对该模式在宁波地区服装行业的可行性进行了探讨；同时针对现阶段宁波地区服装行业营销上存在的问题，提出了跨界营销在宁波服装行业的应用策略。 关键词：Abstract With the elevation of people’s consumption levels and the change of consumption habits, people’s requirement for products personalized experience is increasing. But recent years as the flow of information is faster, the phenomenon of product homogeneity is getting worse. Serious technology and product homogeneity situation is also common in Ningbo garment industry. How to reflect the characteristics of own products, how to bring a fresh experience to consumers, how to express the cultural connotations of own clothing are the problems placed in front of garment enterprises in Ningbo. For the development status of Ningbo garment industry, this paper carries out the study with cross-marketing approach as the entry point. Through the previous practice found of enterprises, if different industries can find the same meeting point for joint marketing, it can greatly increase the efficiency and effectiveness of business marketing. To study the feasibility and application of Ningbo garment industry’s use of cross-border marketing strategies has great significance. This paper first proposes the relevant theoretical knowledge of cross-marketing; then analyzes the clothing enterprises that successfully carry out the cross-border marketing, and combined with cross-border marketing theory, it discusses the feasibility of this model in Ningbo apparel industry according to the status and characteristics of Ningbo apparel industry; while aiming the existing problems of apparel industry marketing in Ningbo, it presents the application strategy o