市场营销策略在服装企业中的应用研究毕业论文.doc

PAGE 内蒙古工业大学本科生毕业论文 PAGE 本科毕业论文 （ 题 目： 题 目：市场营销策略在服装企业中的应用研究 摘 要 2010年服装行业面临结构性大洗牌，全球经济环境对我国纺织品影响进一步凸显，以贴牌生产为主的中小企业的生存环境更加严峻，产业资源争夺将更为激烈，国内市场将成为众企业力拓的焦点。尽管我国已成为一个服装制造大国,但仍未实现由“中国制造”到“中国创造”的转变。国内服装市场将越做越大，市场细分将越来越小，竞争将更加激烈。在竞争日益激烈的市场环境下，营销策略的作用日益凸显，谁能更好的运用营销策略，谁就能抓住消费者，谁就握住了市场的主动权。本文旨在通过对市场营销策略的研究来找出适合中国服装企业的强企之路。 本文以4PS市场营销组合策略理论为基础，结合4PS 营销策略在企业中的应用分析，证明了服装企业应用服装市场营销策略能够取得竞争优势；通过对市场营销策略的分析和感悟，提出了如何塑造中国服装品牌的建议。 关键词：服装发展、营销策略、策略分析 Abstract The apparel industry is facing a structural major reshuffle in the year of 2010, the global economic environment and further highlight the impact on Chinas textiles, mainly in the OEM production of more severe environment for the survival of SMEs, industry resources will be more intense competition for the domestic market will become a public enterprise edge expand the focus. Although China has been became a garment manufacturing country, but have not yet achieved by the Made in China to Created in China changes. Domestic apparel market growing in volume, market segmentation will become smaller and smaller, more intense competition. In an increasingly competitive market environment, marketing strategy becomes increasingly important, who can better use of marketing strategies, who will be able to seize the consumer, one who will hold the initiative in the market. This paper’s aims is to study the marketing strategy to find out the Enterprise for Chinese garment enterprises.  In this paper, the marketing mix strategy 4PS theory, combined with 4PS marketing strategy in the enterprise application analysis, show clothing apparel enterprise applications marketing strategy to gain competitive advantage; through the analysis of marketing strategies and awareness of, the question of how shape the recommendations of the Chinese clothing brand. Key words: clothing development, marketing strategy, strategic analysis 目 录 TOC \o 1-3 \h \z \u 第一章 绪论 h 1 1.1 研究目的和意义 h 1 1.2 服装行业的特点 h 1 1.3 我国服装行业的