卖场服装营销模式浅析.doc
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卖场服装营销模式浅析,摘 要作为衣食住行之首，毫无疑问，服装行业是个永远的朝阳产业,因为人类对服饰的追求永远没有止境。如今，随着经济生活水平的发展，人们对服装服饰类产品已有着越来越高的要求，服装不仅仅是要求能蔽体保温。谁都会希望自己拥有更多的漂亮、健康、个性化的衣裳，而且由于服装类产品更新换代的时间又比较快，所以服装市场的蛋糕将会越来越大。...
内容介绍
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摘 要
作为衣食住行之首，毫无疑问，服装行业是个永远的朝阳产业,因为人类对服饰的追求永远没有止境。如今，随着经济生活水平的发展，人们对服装服饰类产品已有着越来越高的要求，服装不仅仅是要求能蔽体保温。谁都会希望自己拥有更多的漂亮、健康、个性化的衣裳，而且由于服装类产品更新换代的时间又比较快，所以服装市场的蛋糕将会越来越大。到生产力足够发达的时代，人均拥有几十件甚至上百件服装产品将不再是梦想。
中国是世界上最大的服装消费国，同时也是世界上最大的服装生产国，但中国服装产业整体发展很不平衡各服装企业之间的竞争也还停留在比较低层面上，主要还停留在价格、款式等方面的竞争，绝大多数服装企业的产品销售还是以批发市场的大流通为主。而近年来服装企业的品牌意识虽然不断加强，但中国服装行业目前还只有有限的几个中国驰名商标，还缺乏真正意义上的国际服装品牌，主要还是通过低成本优势在与国际品牌进行竞争。
由于服装季节性明显，且服装产品更新的速度越来越快，库存问题成为最令服装企业头痛的问题之一。不处理吧，积压只会导致更加库存品的更加贬值甚至一文不值。进行低价抛售处理吧，一来那些过季的产品不见得有人要，二来低价抛出去对辛苦建立起来的品牌形象又是个很大的打击，很容易让消费者对产品的价格体系产生怀疑。
本文针对卖场服装的特点,结合三福服装卖场,浅析了其营销模式,从服装市场的现状,卖场服装的特点,定位卖场服装的目标市场,有针对性的制定营销策略!
关键词:服装,卖场,营销,模式,目标市场
Stores clothing marketing mode of
For example, SanFu
Abstract
As head of the basic necessities of life, no doubt, the apparel industry is an eternal sunrise industry, because the human dress pursuit forever has no end. Nowadays, with the economic living standard of development, people to clothing products has been an increasingly high demand, clothing is not only required to cover the body insulation. Who would want their own more beautiful, healthy, personalized clothing, and because the clothing product replacement time and relatively fast, so the clothing market will be more and more big cake. Productivity is advanced enough times, average per capita has dozens or even hundreds of pieces of clothing products is no longer a dream.
China is the world's largest clothing consumption country, but also the largest clothing producer in the world, but Chinese garment industry whole development is very lopsided the clothing the competition between the enterprise also remains at a relatively low level, still basically stay in the price, style and other aspects of the competition, the vast majority of clothing enterprise product sales or in the wholesale market in the main circulation. In recent years, clothing enterprise brand awareness while continuously strengthened, but the Chinese garment industry has only a limited number of a well-known trademark in China, but also the lack of a truly international clothing brand, mainly through the low cost advantage in the international brand competition.
Due to obvious seasonal clothing, and apparel product updates faster and faster, the inventory problem become the most headache of garment enterprise. Do not handle it, keep long in stock will only lead to more inventory deva luation not to be worth a hair even more. To sell at a low price processing, so the out-of-season produce does not necessarily have to, and cheap out on so hard to build up brand image is a big blow, easy for consumers on product price system generates suspicion.
In this paper the characteristics of combination of Sanfu clothing stores, clothing stores, on its mode of marketing, from the clothing store clothing market current situation, characteristics, location stores clothing target market, the development of targeted marketing strategy!
Keywords: clothing, store, sale, mode, target market
目录
卖场服装营销模式浅析 1
----以三福为例 1
摘 要 1
目录 3
1.1,服装市场现状及其特点 4
1.1,劳动力成本上升,加工型企业占据主导 4
1.2价格持续走低 4
1.3,品牌意识凸显 4
1.4经营方式多样化 5
二,卖场服装目标消费人群确定 5
2.1选择目标市场市场 5
2.2定位目标市场战略 5
2.3卖场服装目标市场的确定 5
三,卖场服装消费者行为分析 6
3.1消费者的资源 6
3.1.1消费者的经济资源 6
3.1.2消费者的时间资源 7
3.1.3消费者的知识资源 8
3.2消费者的购买动机 9
四，卖场服装经营特点 10
4.1种类齐全 10
4.2价格低廉 10
4.3摆放混乱 11
五，消费者及经销商对卖场服装的思维误区 11
5.1消费者眼中的低质量服装集散地 11
5.2管理混乱,摆放无序,精于砍价 11
5.3低价为主,无时尚潮流概念 11
5.4忽视对回头客的把握 12
5.5目标市场定位于不明确 12
六，提升档次，走出误区 12
6.1注重店面形象设计 12
6.2质量为先,留住老顾客 13
6.2.1重视质量,提升服务 13
6.2.2用价格优势稳定老顾客 14
七,根据卖场服装特点，选择最佳营销策略 14
7.1各种营销策略的特点 14
7.2针对卖场服装特点,准确运用营销组合 15
谢词 15
参考文献 16
作为衣食住行之首，毫无疑问，服装行业是个永远的朝阳产业,因为人类对服饰的追求永远没有止境。如今，随着经济生活水平的发展，人们对服装服饰类产品已有着越来越高的要求，服装不仅仅是要求能蔽体保温。谁都会希望自己拥有更多的漂亮、健康、个性化的衣裳，而且由于服装类产品更新换代的时间又比较快，所以服装市场的蛋糕将会越来越大。到生产力足够发达的时代，人均拥有几十件甚至上百件服装产品将不再是梦想。
中国是世界上最大的服装消费国，同时也是世界上最大的服装生产国，但中国服装产业整体发展很不平衡各服装企业之间的竞争也还停留在比较低层面上，主要还停留在价格、款式等方面的竞争，绝大多数服装企业的产品销售还是以批发市场的大流通为主。而近年来服装企业的品牌意识虽然不断加强，但中国服装行业目前还只有有限的几个中国驰名商标，还缺乏真正意义上的国际服装品牌，主要还是通过低成本优势在与国际品牌进行竞争。
由于服装季节性明显，且服装产品更新的速度越来越快，库存问题成为最令服装企业头痛的问题之一。不处理吧，积压只会导致更加库存品的更加贬值甚至一文不值。进行低价抛售处理吧，一来那些过季的产品不见得有人要，二来低价抛出去对辛苦建立起来的品牌形象又是个很大的打击，很容易让消费者对产品的价格体系产生怀疑。
本文针对卖场服装的特点,结合三福服装卖场,浅析了其营销模式,从服装市场的现状,卖场服装的特点,定位卖场服装的目标市场,有针对性的制定营销策略!
关键词:服装,卖场,营销,模式,目标市场
Stores clothing marketing mode of
For example, SanFu
Abstract
As head of the basic necessities of life, no doubt, the apparel industry is an eternal sunrise industry, because the human dress pursuit forever has no end. Nowadays, with the economic living standard of development, people to clothing products has been an increasingly high demand, clothing is not only required to cover the body insulation. Who would want their own more beautiful, healthy, personalized clothing, and because the clothing product replacement time and relatively fast, so the clothing market will be more and more big cake. Productivity is advanced enough times, average per capita has dozens or even hundreds of pieces of clothing products is no longer a dream.
China is the world's largest clothing consumption country, but also the largest clothing producer in the world, but Chinese garment industry whole development is very lopsided the clothing the competition between the enterprise also remains at a relatively low level, still basically stay in the price, style and other aspects of the competition, the vast majority of clothing enterprise product sales or in the wholesale market in the main circulation. In recent years, clothing enterprise brand awareness while continuously strengthened, but the Chinese garment industry has only a limited number of a well-known trademark in China, but also the lack of a truly international clothing brand, mainly through the low cost advantage in the international brand competition.
Due to obvious seasonal clothing, and apparel product updates faster and faster, the inventory problem become the most headache of garment enterprise. Do not handle it, keep long in stock will only lead to more inventory deva luation not to be worth a hair even more. To sell at a low price processing, so the out-of-season produce does not necessarily have to, and cheap out on so hard to build up brand image is a big blow, easy for consumers on product price system generates suspicion.
In this paper the characteristics of combination of Sanfu clothing stores, clothing stores, on its mode of marketing, from the clothing store clothing market current situation, characteristics, location stores clothing target market, the development of targeted marketing strategy!
Keywords: clothing, store, sale, mode, target market
目录
卖场服装营销模式浅析 1
----以三福为例 1
摘 要 1
目录 3
1.1,服装市场现状及其特点 4
1.1,劳动力成本上升,加工型企业占据主导 4
1.2价格持续走低 4
1.3,品牌意识凸显 4
1.4经营方式多样化 5
二,卖场服装目标消费人群确定 5
2.1选择目标市场市场 5
2.2定位目标市场战略 5
2.3卖场服装目标市场的确定 5
三,卖场服装消费者行为分析 6
3.1消费者的资源 6
3.1.1消费者的经济资源 6
3.1.2消费者的时间资源 7
3.1.3消费者的知识资源 8
3.2消费者的购买动机 9
四，卖场服装经营特点 10
4.1种类齐全 10
4.2价格低廉 10
4.3摆放混乱 11
五，消费者及经销商对卖场服装的思维误区 11
5.1消费者眼中的低质量服装集散地 11
5.2管理混乱,摆放无序,精于砍价 11
5.3低价为主,无时尚潮流概念 11
5.4忽视对回头客的把握 12
5.5目标市场定位于不明确 12
六，提升档次，走出误区 12
6.1注重店面形象设计 12
6.2质量为先,留住老顾客 13
6.2.1重视质量,提升服务 13
6.2.2用价格优势稳定老顾客 14
七,根据卖场服装特点，选择最佳营销策略 14
7.1各种营销策略的特点 14
7.2针对卖场服装特点,准确运用营销组合 15
谢词 15
参考文献 16
