服装公司东北市场营销策略毕业论文.doc

REF _Ref102097770 \h \* MERGEFORMAT 1 X公司东北分公司的背景介绍 毕业论文 服装公司东北市场营销战略 内容摘要：进入二十一世纪，随着纺织、服装生产技术在高效化、自动化、智能化方面的进展，我国部分纺织、服装加工企业技术实现了全面升级。同时人们对服装的需求无论在数量上还是在质量上都有了更高的要求，特别是城市居民的消费更加注重个性化、舒适化、品牌化和时尚化。服装市场竞争也空前激烈。如何设计营销战略，树立品牌意识，已直接影响到服装企业的生存和发展。因此，正确认识服装市场环境，明确企业自身所处的地位，制定正确的营销战略和有效的营销策略，是服装企业面临的重要课题。本文以X服装公司东北分公司为例来研究如何增强企业的应变能力和市场的竞争能力。 全文共分四个部分，第一部分是X公司东北分公司的背景介绍；第二部分介绍公司的市场营销环境分析；第三部分写东北分公司市场营销战略；第四部分介绍营销战略的实施及保障措施。 关键词：X公司东北分公司 东北市场 营销战略 Marketing strategy of X clothing company in north area Li Yong Abstract：When entry 21 century, the producing techniques in portion textile and clothing enterprise have got entirely progress in China along with the technique development of textile and clothing production in aspect of high efficiency, automatization and intelligent. At the same time, the persons needs to the clothes have a higher demand that not only for the quantity but also the quality. Especially, the consumption of city resident is paying more attention to the individuation, comfortable, grade and fashionable. And the competition on clothing market is unprecedented severity. The existing and development of clothing enterprise are straight influenced by how to design the marketing strategy and build up trademark consciousness. So, the important tasks that clothing enterprise are confronted with is understand the clothing market environment correctly, definitude the enterprise position located, design correct marketing strategy and efficient marketing policy. In this paper, the north branch of X clothing company is take as a research example of how to buildup the ability to meet an emergency and the marketing competed ability. The paper is divided into four parts. First part introduce the background of north branch of X clothing company; second part analysis the marketing sales environment of the company; the third part is for the marketing strategy of north branch; the marketing strategy implementation and ensure measure are introduced in the forth part. K