内蒙古工业大学本科生毕业论文（二〇一〇年六月本科毕业论文题目：市场营销策略在服装企业中的应用研究学生姓名：易金龙学院：轻工与纺织学院系别：服装工程系专业：服装设计与工程班级：服装06-1指导教师：郝雪峰硕研学校代码：10128学号：200621805023内蒙古工业大学本科生毕业论文摘要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AbstractTheapparelindustryisfacingastructuralmajorreshuffleintheyearof2010,theglobaleconomicenvironmentandfurtherhighlighttheimpactonChina'stextiles,mainlyintheOEMproductionofmoresevereenvironmentforthesurvivalofSMEs,industryresourceswillbemoreintensecompetitionforthedomesticmarketwillbecomeapublicenterpriseedgeexpandthefocus.AlthoughChinahasbeenbecameagarmentmanufacturingcountry,buthavenotyetachievedbythe"MadeinChina"to"CreatedinChina"changes.Domesticapparelmarketgrowinginvolume,marketsegmentationwillbecomesmallerandsmaller,moreintensecompetition.In内蒙古工业大学本科生毕业论文anincreasinglycompetitivemarketenvironment,marketingstrategybecomesincreasinglyimportant,whocanbetteruseofmarketingstrategies,whowillbeabletoseizetheconsumer,onewhowillholdtheinitiativeinthemarket.Thispaper’saimsistostudythemarketingstrategytofindouttheEnterpriseforChinesegarmententerprises.Inthispaper,themarketingmixstrategy4PStheory,combinedwith4PSmarketingstrategyintheenterpriseapplicationanalysis,showclothingapparelenterpriseapplicationsmarketingstrategytogaincompetitiveadvantage;throughtheanalysisofmarketingstrategiesandawarenessof,thequestionofhowshapetherecommendationsoftheChineseclothingbrand.Keywords:clothingdevelopment,marketingstrategy,strategicanalysis目录第一章绪论.............................................................................................................................................11.1研究目的和意义..........................................................................................................................11.2服装行业的特点..........................................................................................................................11.3我国服装行业的SWOT分析.....................................................................................................21.3.1优势...............................................................................................................................21.3.2劣势...............................................................................................................................21.3.3机会...............................................................................................................................31.3.4威胁...........................................................................................................
