绫致时装公司的市场销售策略.doc

绫致时装公司的市场销售策略 专业： 学生： 指导老师： 摘 要 市场营销是市场营销是指个人或集体通过交易其创造的产品或价值，以获得所需之物，实现双赢或多赢的过程。然而，在目前这样一个市场竞争越来越激烈的环境下，企业要想获得长足的发展就必须不断调整市场销售策略，使公司的生存空间不断得到扩展，实现持续盈利。随着我国经济的快速增长、服装消费水平的不断提高，消费者对服装产品的需求与要求也越来越大，服装品牌不断涌现。随之服装行业竞争极具激烈，利润空间逐渐的缩小，供大于求现象不断显现。目前，时装行业传统的成本优势和价格策略正处于一个优势递减的趋势，而严峻的市场环境和全球经济危机的影响，绫致时装公司的生存空间不断缩小。因此，绫致时装公司应该结合市场和自身的优势，制定与调整公司的市场营销策略，以使得公司在困难中度过困境，获得长期的持续的发展。 关键词：市场营销 策略 绫致时装公司 ABSTRACT Marketing is marketing refers to the individual or group through the trading value of their creative products or in order to get the things you want and achieve win-win or win-win process. However, in such an increasingly competitive market environment, enterprises are to get considerable development continuously adjust marketing strategy, the companys living space has been expanded to achieve sustained profitability. As Chinas fast-growing economy, clothing consumption rising consumer demand for apparel products and demand is also growing, clothing brands are emerging. With highly competitive garment industry, gradually narrowing profit margins, supply exceeds demand constantly appearing. At present, the traditional cost advantage and the fashion industry trend of diminishing price policy are at an advantage, and the difficult market environment and the impact of the global economic crisis, Aya to fashion living space is shrinking. Therefore, Aya to fashion companies should combine market and its own advantages to develop and adjust the companys marketing strategy, to enable the company to tide over their difficulties in a difficult, long-term sustainable development. Keywords：arketing strategy for Aya to fashion companies 目 录 1 绪 论 1 1.1背景及问题提出 1 1.2研究目的与研究意义 1 1.3研究思路与论文框架 1 2市场营销相关理论综述 2 2.1市场营销的定义 2 2.2 市场细分 2 2.3目标市场 3 3 绫致时装公司的营销环境分析 3 3.1 绫致时装公司简介 3 3.2 宏观环境分析 3 3.3 营销竞争环境分析 4 3.4 SWOT分析 4 4 绫致时装公司的营销策略目标 5 4.1 目标市场 5 4.2 市场定位 5 5 市场营销策略组合 5 5.1 品牌策略 5 5.2 产品策略 5 5.3价格策略 6 5.4促销策略 6 结 论 7 参考文献： 8 1 绪 论 1.1背景及问题提出 随着我国经济的快速增长、服装消费水平的不断提高，消费者对服装产品的需求与