乐金时装贸易有限公司中国市场营销战略研究-工商管理专业论文 word格式.docxVIP

促销策略、渠道策略、开店策略等，并对乐金时装的组织架构进行分析保证以上策略的顺利实施。本文以定性分析为主，定量分析为辅，从公司自身发展和应对挑战的角度为乐金时装制定了行之有效的营销策略。研究结果不仅为乐金时装的进一步发展提供了借鉴，也对其他服装公司在营销策略的制定上有一定的参考价值。关键词：乐金时装；品牌；营销战略；营销组合策略THECHINESEMARKETINGSTRATEGYRESEARCHONLEJINFASHIONTRADELIMITEDCOMPANYABSTRACTWiththerapidandsustainabledevelopmentoftheChineseeconomy,theclothingindustryalsodevelopsfast,anditshugemarketingpotentialhasmadeChinaageneticand attractive market.Nowadays,moreandmoreforeignbrandshavebeenintroducedintoChina,includingsome internationalwell-knownbrands suchasHERMES、GUCCI、CHANEL.Itisreportedthatmostinternationalbrandsamongthe65membersinthecommitteeofFrenchluxurybrandshavedevelopedinChinaandachievedexcellentperformance.Besides France,theothercountriesanddistrictshavingpromotedtheirproductstochinaandestablishedstoresincludeGermany,Italy,GreatBritain,JapanandKorea.Thetopbrandsandthesecond-tierbrandsfromallovertheworldhaveconqueredthemajorityofhigh-classclothingmarketinChina.Therefore,thewaysabouthowtostandoutinthefiercecompetitionoftheclothingindustryareworthyofseriousconsideration.ThisarticlehasanalyzedtheclothingmarketingofLGFashionTrade（Shanghai）Co.Ltd(LGFashion),withtherelativetheoryofmarketing.Besides,italsohasconcludedthecurrentproblemsLGFashionisfacingviatheanalysisonthemacroeconomicenvironment,industry,competitorsandconsumersandtheresearchontheinnermarketingenvironmentofInnerCorporation fromdifferent aspectssuchassale,product, brand,channelandthe marketingorganization.Finally,thisarticletakesonasubdivisionofthetargetmarketaccordingtothecharactersoftheproducts,anddecidesthetargetmarketandmarketpositioningcombiningthecharacterofthemarketsubdivisionandthecurrentresource,anddevelopsthestrategiesofproduct,price,promotion,channelandestablishmentonthemarketingorganizationbasedonLGFashion’ssituationandanalyzestheframeworkoftheorganizationtoinsurethesuccessfulimplementoftheabovestrategies.Thisarticleadoptsmainlyqualitativeanalysis, supplemented bythequantitativeanalysisanddevelopstheeffectivestrategiesfromtheangles ofs