森马服饰产品设计理念及其销售策略的研究毕业论文.docVIP

毕业论文 （20_ _届） 森马服饰产品设计理念及其销售策略的研究 摘 要 自改革开放以来，中国的经济快速发展，国民消费水平及理念不断上升从而带动服装业的发展壮大。森马集团掌握时代的脉搏和发展的节奏很好的把握消费者心理以具有很强特色的发展战略和市场定位带动产品设计，逐渐在服装行业红海细分过程中崭露头角，但由于世界经济一体化自由化趋势的发展，中国自加入WTO以来一些国外企业逐渐上岸与国内民族企业进行残酷的竞争，也一定程度上对森马名牌造成冲击。所以怎样在这个不断变化发展的大环境下根据实际情况不断进行战略变化、市场定位以及产品的更新换代也是其能否继续良性可持续发展的关键。 因此，通过本文的调研，能够了解公司在这不断洗牌过程中所制定的一些基本战略方向和发展策略，同时能够了解在此过程中，国内消费者对于服装的不同需求和消费心理，从而使我们能够更加有信心国内民族企业的实力和发展。 关键词：森马；产品设计；消费心理；销售策略 Abstract Since reform and opening-up, Chinas rapid economic development, national consumption level and concept of rising thus promote garment industry grow. Sen horse group mastery of the pulse of The Times and development pace good grasp on strong consumer psychology characteristic development strategy and market positioning drive product design, gradually in the garment industry, the process of red sea subdivision galerie due to the world economic integration trend, China liberalization since joining the WTO landed some foreign enterprise gradually since with domestic nationalities enterprise cruel competition, also a certain extent to sen horse brand impact. So how in the changing development according to the actual situation under the environment of ongoing strategic changes, market positioning and upgrading of products is its continued benign the key to sustainable development. Therefore, through this investigation, can understand the process of continuous shuffle in this set by some basic strategic direction and development strategies, and to understand in this process, the domestic consumer demand and the different to clothing, thus making the consumption psychology can we have more confidence domestic nation enterprise strength and development. Keyword:Semir; Product design; Consumption psychology; marketing strategy 目 录 1绪论 VI 1.1研究背景 VI 1.2研究的意义和目的 VI 2产品设计与销售策略理论 VII 3 森马集团发展概况 X 3.1 集团历史 X 3.2 企业文化 X 4森马服饰的设计理念 XII 4.1设计理念的建立 XII 4.2服装设计原则 XIII 4.3消费者心理及特点 XVI 4.4森马服装设计特点 XVI 5森马服饰销售策略 XVIII 结 论 XXIII 参考文献 XXIV 致