服装反季节销售究.docVIP

华北电力大学本科毕业设计（论文） PAGE PAGE IV 摘 要 随着市场营销理论和实践的飞速发展，服装销售者观念与时俱进，销售手段也变化多端，4Ps策略逐步被发展成6Ps、4Cs等。然而近年来，还有一种销售现象在市场中越来越被大家关注，那就是越来越多的厂商采取了服装反季节销售的策略，并且这部分市场逐年扩大，势头迅猛。 本文首先总结服装反季节销售的现状，分析买卖双方在该市场中的心理。然后，系统地分析服装反季节销售对各方面特别是买家和卖家的积极和消极的影响，综合各项影响比重得出初步利弊结论。再次，初步分析服装反季节销售对服装市场的影响，讨论市场自发秩序是否会对反季节销售起到作用。最后，利用微观经济学的方法研究服装反季节销售的定价问题，以及定价与市场供需之间的相互影响。 关键词：服装市场，反季销售，市场调节，定价原则  ABSTRACT Along with the market marketing theory and practice of rapid development, clothing seller idea to keep pace with The Times, sales approach also change multiterminal, 4 Ps strategy gradually be developed 6 Ps, 4 Cs, etc. But in recent years, still have a kind of sales in the market more and more in the phenomenon about is that more and more manufacturers taken clothing this increased sales strategies, and this part of the market grows year by year, very fast. This paper summarizes the present situation of these increased clothing sales, both parties in this market analysis of psychological. Then, a systematic analysis on the clothing sales this increased especially buyers and sellers of the positive and negative effects, considering various influences that the proportion of preliminary conclusion advantages and disadvantages. Again, preliminary analysis to the clothing market anti-season clothing sales, the influence of spontaneous order would discuss market for this increased sales play a role. Finally, using the method of microeconomics studies clothing sales price of this increased, as well as pricing and the interaction between market supply and demand. Key words: clothing market, the anti-season sales, market regulation, pricing principles  目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc325958840 摘 要 PAGEREF _Toc325958840 \h I HYPERLINK \l _Toc325958841 ABSTRACT PAGEREF _Toc325958841 \h II HYPERLINK \l _Toc325958842 第1章 绪论 PAGEREF _Toc325958842 \h 1 HYPERLINK \l _Toc325958843 1.1 选题背景和意义 PAGEREF _Toc325958843 \h 1 HYPERLINK \l _Toc325958844 1.2 国内外研究现状 PAGEREF _Toc325958844 \h