浅析以“柒牌”为例的中国中端男装营销渠道的整合与革新毕业论文 doc.docVIP

武汉纺织大学2012届毕业设计论文  PAGE 26  PAGE 1 浅析以“柒牌”为例的中国中端男装营销渠道的整合与革新 摘 要 随着中国经济的持续发展和服装行业的信息化越发明显，中高端男装品牌上演了激烈的商战，并且紧紧围绕着营销渠道模式创新、终端营销比拼而展开。由于服装产品和服装消费独具特点，服装营销渠道的组成和特点具有多样性和繁杂性，使得中高端男装品牌企业营销渠道的选择和建立成为一个复杂的工作。我国中高端男装品牌在营销渠道领域的竞争越来越激烈，如一线二线城市终端渠道的整合，抢占三线四线城市终端市场，构建电子商务平台。如何通过对营销渠道的整合和革新，提高营业收入和利润是企业的重要任务。 本文分析了我国中高端男装品牌营销渠道的发展现状及存在的问题，以柒牌男装营销渠道案例为出发点，介绍柒牌男装在新经济环境下营销渠道的整合以及构建电子商务平台的情况，分析柒牌男装新营销渠道所带来的优势和面临的挑战。通过柒牌男装的营销渠道案例分析，阐述我国中高端男装品牌营销渠道的整合与革新的意义，明晰其未来发展趋势。 关键词：中高端男装； 营销渠道； 整合； 革新； 电子商务 ABSTRACT With Chinas sustained economic development and increasing use of the information technology in the clothing industry, the fierce business competitions always occur on the high-end brand of men clothes market. As the unique characteristics of apparel consumption behaviors and clothes products, the Clothing Marketing and Merchandising are multifarious and complicated, making it difficult to set up the marketing channels of man clothes for high-end brands. In China, the competitions to set up the marketing channels for the clothes of high-end brand are more and more frequently, such as the integration of the terminal channels of first-line or second-tier cities, the seizing the terminal market on the three-wire or four-wire city , the building of e-commerce platform.So not only the integration and innovation of the marketing channels,but also increasing the revenues and profits are important tasks for Clothing enterprises. This paper analyzes the development status and problems of high-end brand clothes marketing,basing on the example of the Seven Man clothes company, it has introduced how the Seven Man clothes company integrate of marketing channels and build e-commerce platform in the new economic environment . It analysis the benefits from new marketing channels the benefits and the challenges must face.Through such case, the paper try to explain the meaning of integration and innovation of high-end brand clothes marketing channels in China, demonstrate the future dev