本科毕业论文-我国西服市场品牌的现状分析.doc

我国西服市场品牌的现状分析 学 生：xxx The present condition analysis of the our country lounge suit market brand Student’s name:xxx [内容摘要] 我国的西服行业正走向成熟,生产集中程度加强,消费者的消费观念开始趋于理性化,市场竞争呈现出多元化格局。以江浙为首的中国西服生产企业已经经过多年的积累和发展,培育一批区域性和全国性的品牌,而国外品牌西服企业也正在依靠他们先进的管理经验和先进的设计理念抢占中国市场,市场竞争更加激烈化。目前，我国西服市场的竞争已经进入了品牌化竞争时代，休闲化趋势加强，地区发展极不平衡，国产西服大多定位雷同，销售通路单一。消费者的需求由追求物质满足向追求精神满足过渡。这些市场现状特点使得中国的西服市场消费者的忠诚度不高，重复购买率低。各西服生产厂家只有进行个性化品牌塑造，建立独特的销售通路，提高产供销一体化质量，增加西服产品的附加价值，才能突破销售低迷的市场困境，增加品牌竞争力。 [关键词] 西服品牌 品牌差异 品牌建设 品牌策略 [Abstract] Our countrys western-style clothes profession trend is mature. The production-centralized degree strengthens. Consumers expense idea starts to tend to the rationalization. The market competition presents the multiplex pattern. As the head Chinese western-style 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 western-style clothes enterprise also is depending upon their advanced managerial experience and the advanced design idea seizes the Chinese market. Causes our country the western-style clothes market brand competition to be intense. At present, our country western-style clothes market competition already entered brand the competition time, the leisure tendency strengthened, the local development was not extremely balanced, the domestically produced western-style clothes mostly located identically, sold the circuit to be unitary. Consumers demand satisfies by the pursue matter to the pursue spirit satisfies the transition. These market present situation characteristics cause Chinese the western-style clothes market consumers loyalty not to be high, redundant sale is low. Various western-style 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 western-style