宁波服装企业国际营销组合策略探讨毕业论文.docVIP

毕业论文 （20_ _届） 宁波服装企业国际营销组合策略探讨 摘 要 进入新世纪以来，国际营销呈现出一系列新的发展趋势。国际市场更加复杂多变，营销态势也日益千变万化。作为服装大市的宁波，想要在国际化竞争中更胜一筹，需要及时调整今后的发展战略，改善人才结构不合理、文化底蕴欠缺、自主研发能力不足关键词： Abstract In the new century, international marketing presents a series of new trends. International markets become more complex and volatile, the marketing situation are increasingly ever-changing. Ningbo ,as a great apparel City, wanting even better in the international competition, need timely adjustment of the future development of strategies, improve irrational personnel structure , the lack of culture, lack of independent research and development capabilities and other issues, make it conducive to the development of Ningbo clothing market with international standards. Therefore, in the new situation, it is significance to research Ningbo Garment Industry how to expand its overseas market and enhance their international competitiveness from the perspective of international marketing mix strategies which can promote Ningbo Garment Industry develop more soundly and rapidly. Firstly, this paper introduces a series of new development trend of international marketing in Ningbo Garment Industry, particularly changes in the international marketing mix strategy. Then analysis the garment enterprises in Ningbo present situation and problems of international marketing by SWOT analysis. Followed is survey typical garment enterprises in Ningbo in the international practice of marketing mix strategy, such as Younger and Shanshan , summed up the successful and inadequate experience of development. What is more, make a discussion on this basis about the development trend in international marketing mix strategies, in the entire garment enterprises in Ningbo. Finally, proposed specific suggestions. Keywords: Clothing enterprises; International Marketing; Mix strategy 目 录 1 绪论 1 1.1 研究背景及意义 1 1.1.1 研究背景 1 1.1.2 研究意义 2 1.2 国际营销组合策略概述 2 1.3 国内外研究现状 3 1.3.1 国外相关研究 3 1.3.2 国内相关研究 4 1.3.3 关于宁波服装企业的相关研究 5 1.4 研究思路与方法 5 2 宁波服装企业面临的