本科-我國(guó)西服市場(chǎng)品牌的現(xiàn)狀分析-展示頁(yè)
2024-12-19 08:48本頁(yè)面
【正文】 銷售。s loyalty not to be high, redundant sale is low. Various westernstyle clothes produce the factory only then to carry on the personalization brand to mood, establish the unique sales circuit, improves the production and sale integration quality. Increases the westernstyle clothes product the attachment value, can break through the sales murky market difficult position, the increase brand petitive power.[Key words] Lounge suit brand Brand difference Brand developments Brand strategy4目 錄一、西服市場(chǎng)的品牌現(xiàn)狀…………………………………… 1（一）中國(guó)西服品牌市場(chǎng)特點(diǎn)……………………………… 1（二）品牌地區(qū)分布………………………………………… 5（三）品牌差異分析………………………………………… 7（四）消費(fèi)者分析……………………………………………10二、西服行業(yè)品牌建設(shè)的歷史………………………………11（一）品牌建設(shè)的內(nèi)在規(guī)律…………………………………11（二）西服行業(yè)品牌發(fā)展的各個(gè)階段………………………11三、西服行業(yè)品牌建設(shè)過(guò)程中存在的誤區(qū)…………………13（一）品牌形象塑造誤區(qū)……………………………………13（二）品牌銷售誤區(qū)…………………………………………14四、西服行業(yè)市場(chǎng)策略建議…………………………………15（一）新品牌進(jìn)入策略………………………………………15（二）現(xiàn)有品牌經(jīng)營(yíng)策略……………………………………17注 釋…………………………………………………………19參考文獻(xiàn)………………………………………………………20致 謝…………………………………………………………215隨著中國(guó)紡織產(chǎn)品市場(chǎng)的進(jìn)一步開(kāi)放，出口配額的取消，當(dāng)前我國(guó)的西服行業(yè)正在面臨著前所未有的挑戰(zhàn)，品牌的建設(shè)和塑造在西服市場(chǎng)競(jìng)爭(zhēng)中的地位也就變得越來(lái)越重要了。s expense idea starts to tend to the rationalization. The market petition presents the multiplex pattern. As the head Chinese westernstyle clothes production enterprise already passes through take Jiangsu and Zhejiang provinces many years accumulation and the development. Cultivates one batch of regional characteristics and the nationwide brand. But the overseas brand westernstyle clothes enterprise also is depending upon their advanced managerial experience and the advanced design idea seizes the Chinese market. Causes our country the westernstyle clothes market brand petition to be intense. At present, our country westernstyle clothes market petition already entered brand the petition time, the leisure tendency strengthened, the local development was not extremely balanced, the domestically produced westernstyle clothes mostly located identically, sold the circuit to be unitary. Consumer39。[關(guān)鍵詞] 西服品牌 品牌差異 品牌建設(shè) 品牌策略3[Abstract] Our country39。這些市場(chǎng)現(xiàn)狀特點(diǎn)使得中國(guó)的西服市場(chǎng)消費(fèi)者的忠誠(chéng)度不高，重復(fù)購(gòu)買(mǎi)率低。目前，我國(guó)西服市場(chǎng)的競(jìng)爭(zhēng)已經(jīng)進(jìn)入了品牌化競(jìng)爭(zhēng)時(shí)代，休閑化趨勢(shì)加強(qiáng)，地區(qū)發(fā)展極不平衡，國(guó)產(chǎn)西服大多定位雷同，銷售通路單一。1我國(guó)西服市場(chǎng)品牌的現(xiàn)狀分析學(xué) 生：xxxThe present condition analysis of the our country lounge suit market brandStudent’s name:xxx2[內(nèi)容摘要] 我國(guó)的西服行業(yè)正走向成熟,生產(chǎn)集中程度加強(qiáng),消費(fèi)者的消費(fèi)觀念開(kāi)始趨于理性化,市場(chǎng)競(jìng)爭(zhēng)呈現(xiàn)出多元化格局。以江浙為首的中國(guó)西服生產(chǎn)企業(yè)已經(jīng)經(jīng)過(guò)多年的積累和發(fā)展,培育一批區(qū)域性和全國(guó)性的品牌,而國(guó)外品牌西服企業(yè)也正在依靠他們先進(jìn)的管理經(jīng)驗(yàn)和先進(jìn)的設(shè)計(jì)理念搶占中國(guó)市場(chǎng),市場(chǎng)競(jìng)爭(zhēng)更加激烈化。消費(fèi)者的需求由追求物質(zhì)滿足向追求精神滿足過(guò)渡。各西服生產(chǎn)廠家只有進(jìn)行個(gè)性化品牌塑造，建立獨(dú)特的銷售通路，提高產(chǎn)供銷一體化質(zhì)量，增加西服產(chǎn)品的附加價(jià)值，才能突破銷售低迷的市場(chǎng)困境，增加品牌競(jìng)爭(zhēng)力。s westernstyle clothes profession trend is mature. The productioncentralized degree strengthens. Consumer39。s demand satisfies by the pursue matter to the pursue spirit satisfies the transition. These market present situation characteristics cause Chinese the westernstyle clothes market consumer39?，F(xiàn)在許多調(diào)查機(jī)構(gòu)對(duì)西服行業(yè)都會(huì)進(jìn)行年度調(diào)查,提出各自的調(diào)查分析報(bào)告,如《中國(guó)西服行業(yè)品牌報(bào)告》,側(cè)重于基礎(chǔ)性的數(shù)據(jù)研究。我們應(yīng)用品牌學(xué)理論重新剖析上述報(bào)告，以品牌建設(shè)為主要切入點(diǎn)，以西服品牌市場(chǎng)的現(xiàn)狀切入論題, 通過(guò)各個(gè)調(diào)查機(jī)構(gòu)的數(shù)據(jù)來(lái)介紹西服品牌的現(xiàn)狀和消費(fèi)者的狀況，以及在西服品牌建設(shè)中應(yīng)用明星代言的利弊分析、雅戈?duì)柡蜕忌疾捎貌煌问降钠放其N售所產(chǎn)生的結(jié)果等案例概括出西服行業(yè)存在的誤區(qū)，從我國(guó)西服品牌建設(shè)的規(guī)律中提煉出現(xiàn)在西服行業(yè)市場(chǎng)品牌策略建議。2021年，中國(guó)西服市場(chǎng)在整體銷量增幅不大的情況下，銷售額依然有較大的增長(zhǎng)。相對(duì)而言，女裝市場(chǎng)由于國(guó)產(chǎn)品牌僅有微弱優(yōu)勢(shì)地位正在接受國(guó)際品牌的挑戰(zhàn)，品牌意識(shí)不斷增強(qiáng)，國(guó)內(nèi)外的西服品牌已進(jìn)入短兵相接的階段。西裝市場(chǎng)尚沒(méi)有真正的全國(guó)性壟斷品牌,每年十大暢銷品牌雖不會(huì)有巨大的變化,但是歷年十大品牌綜合市場(chǎng)占有率之和都沒(méi)有超過(guò) 50%。比較有影響力的有江浙幫（以溫州、寧波為代表，主要品牌莊吉、報(bào)喜鳥(niǎo)、杉杉、雅戈?duì)?、羅蒙還有前幾年風(fēng)光一時(shí)的江蘇的紅豆）、上海幫（主要品牌培羅蒙、法派）、北京幫（羅馬世家、順美等）、廣東幫（包括廣東和香港，主要品牌為老爺車、華倫天奴、金利來(lái)、都彭等），還有近年來(lái)開(kāi)始品牌戰(zhàn)略運(yùn)營(yíng)并且發(fā)展
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