服装市场营销策略研究关键词：营销策略 目标市场 促销ABSTRACTThe general sales and marketing strategy of fashion market is aimed at increasing financial benefits and developing creative strategies for business activities under the situation of market economy. It also includes forecast and decision making based on the change of internal and external environment in a fashion enterprise. This thesis has shown my several years’ investigation and research on the fashion industry and fashion market home and abroad. This paper systematically discussed and studied the sales and marketing theory about the fashion market. It analyzed and pointed out that under the global economy environment as a whole, China is the biggest exporter of fashion products in the world, it’s fashion enterprises must equipped with the sales and marketing theory and make full use of these scientific knowledge for their business. It’s top urgent and very important.KEYWORDS: Sales & Marketing Strategy targeted market Promotion目 录摘 要IABSTRACTII1 绪 论11.1 本
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政研论文下载论文大学下载论文大学下载关于长拳的论文浙大论文封面下载
研究的目的与意义11.2 服装行业的特点11.3 国内外研究现状和发展趋势22服装市场调研预测42.1 营销信息系统42.2 服装市场调研
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52.3 服装市场调研的信息来源62.4 服装市场调研的步骤62.5 一手资料的收集方法72.6 市场调查
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92.7 二手资料的收集132.8 服装市场预测143服装流行定义和消费心理153.1 有关流行的几个概念153.2 流行的传播理论163.3 消费者需求173.4 影响服装消费心理与行为的因素184 服装市场细分和目标市场定位策略234.1 市场细分和目标市场定位的作用与意义234.2 服装市场细分的方法244.3 目标市场的选择274.4 服装品牌定位284.5 服装价格定位294.6 服装商品的生命周期与售价315 服装销售策略和营销渠道325.1 零售策略325.2 促销策略345.3 服装营销渠道366 结论42致 谢43参考文献44论文出处(作者):
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