M公司北京分公司的营销策略研究.pdfVIP

要 随着中国经济的高速发展，中国顶级消费阶层的迅速崛起吸引了全球时尚奢 侈行业的目光，巨大的市场开发潜力和丰厚的利益，驱使国外众多顶级服装品牌 蜂拥而至抢占中国高级服装市场 M 公司于2000 年进入中国，在北京开设了以提 供高级商务套装定制服务为主的旗舰店。面对着众多国外顶级服装品牌抢滩登陆 北京市场，M 公司面临着日益严峻的竞争压力和挑战。因而，根据市场环境的变化 做出正确的营销策略选择，成为公司能否在竞争中脱颖而出的关键 本文通过对 M 公司北京分公司的营销问题展开深入的研究，力求为公司营销 策略决策及其长远发展提供一定的参考意见，也希望能够为我国服装企业的市场 拓展和品牌建设提供一些借鉴 论文共分为六章。第一章为导论部分，主要介 了本文研究的背景以及研究 思路。第二章对奢侈品营销、服装营销等相关理论进行了探讨。第三章主要针对M 公司营销环境进行了深入的分析，主要包括市场宏观环境 （PEST）分析、行业环 境分析、客户需求分析、消费者行为分析等。第四章重点阐述了 M 公司北京分公 司的营销现状和存在的问 。第五章运用 STP 分析方法明确了公司的目标市场定 位。第六章在上述分析的基础上对公司现有营销策略的完善提出了具体的建议和 措施 关键词：服装定制 市场定位 营销策略 1 Abstract With the rapid development of Chinas economy, Chinas top consumer sectors grow rapidly which attracts the attention of the global fashion luxury industry. Huge market potential and high interests drove many global companies with top fashion brand flock into chinese apparel market.M company entered China and opened the first flagship store in Beij ing in 2000.It provides customized services of high quality business suite and other accessories.More and more abroad apparel companies with top brand and high reputation are logging in Beij ing market, M company is confronted with increasingly tough competitive pressures and challenges.As a result, how to make the right choice of marketing strategy in accordance with changing market environment becomes the key to competition. In this paper, we conduct in-depth study of the marketing issues of Beijing Branch of M company and want to provide a reference about decision-making in marketing strategy and its long-term development.We also sincerely hope to supply demestic apparel enterprises with some reference examples which helps them in business development and brand building. The paper is div