新勇服装厂牛仔裤营销策略研究.docVIP

齐齐哈尔大学毕业设计（论文） PAGE PAGE 1 齐 齐 哈 尔 大 学 毕业设计（论文） 题 目 新勇服装厂牛仔裤营销策略研究 学 院 经济与管理学院 专业班级 市场营销071 学生姓名 张 梅 芳 指导教师 赵 欣 成 绩 2010 年 6 摘 要 随着中国经济稳定较快的发展，人民的生活质量也得到普遍的提高，在人们追求有健康生活的同时，时尚变的越来越被人们所重视。现在人们对耐用、休闲、时尚的服饰要求程度相当高。牛仔裤作为经久不衰的流行服装，人们对其赋予很高的期待。但是牛仔裤生产公司迟迟不见起色，时尚休闲没有完全满足消费者的需求。只有解决这个问题，企业才能提高竞争力，不断提高市场占有率。通过分析企业的营销现状，并指出其在发展中存在的生产规模小、自主品牌不突出、营销渠道不完善等问题，并在此基础上，应用4P理论并结合牛仔裤的产品特点，从牛仔裤的产品、价格、渠道、促销策略建立新勇牛仔裤营销策略体系。最后，从企业文化、技术投入、人才培养等方面入手，提出公司实施营销策略的保障措施。 关键词：牛仔裤 ；营销策略 ；价格 Abstract With the rapid development of Chinas economic stability, peoples life quality has been general improvement in peoples pursuit of a healthy lifestyle, while becoming more and more fashionable to be valued by the people. It is now on the durable, casual, stylish apparel requires a very high level. As the enduring popularity of jeans on the clothing, where they are given high expectations. But the jeans production companies still have not seen improvement, fashion does not fully meet the consumer demand. Only by addressing this issue, enterprises can improve competitiveness and increasing market share. By analyzing the status of corporate marketing, and point out its presence in the development of small-scale production, the Liberal brand is not prominent, and marketing channels, imperfect, and on this basis, 4P theory and the application of the product features jeans from jeans product, price, channel, marketing strategy marketing strategy to create a new pair of jeans Yong system. Finally, corporate culture, technology investment, personnel training and other aspects, to speed up the development of the companys marketing strategy. Keywords: Jeans; Marketing strategy; Price 目 录 TOC \o 1-3 \h \z \u 摘 要 I Abstract II 一、新勇服装厂的基本概况 1 （一）企业的基本概况 1 （二）牛仔裤的营销现状 1 1．细致的产品策略 1 2．实施折扣价