浅析森马服饰品牌定位存在的问题与对策.docVIP

PAGE 14 PAGE 1 摘 要 随着经济的高速向前发展，中国的服装市场日渐繁荣，竞争也越来越激烈，商品同质化的程度也变得越来越高。因此，对品牌定位的研究已经成为许多服饰企业不得不深入探究的一个话题。 本文以国内著名服饰品牌森马为例，分析了森马服饰在经营过程中品牌定位存在的问题，并针对森马服饰品牌定位存在的问题提出了相应的解决方案，有利于森马服饰的发展。一个企业能否具有较高的市场占有率以及较高的利润率，这都取决于品牌自身的发展。企业的品牌定位战略会因为消费者感知上的差别，从而迥然不同。因此，一个企业想要在如此复杂的市场中，做出更精准的市场定位以及正确的营销决策，并想提高自身影响力的话，就必定离不开良好的品牌定位。当然，品牌定位不仅仅只是企业市场战略的重要组成部分，良好的品牌定位还能有效降低顾客的盲目消费，创造出更良好的消费环境，提高企业的盈利能力。 关键词：森马服饰 品牌定位 品牌营销 市场战略 Abstract With the rapid development of economy, Chinas clothing market is booming, the competition is more and more fierce, and the degree of commodity homogeneity is becoming higher and higher. Therefore, the study of brand positioning has become a topic that many clothing enterprises have to explore in depth. Taking the famous clothing brand Semir as an example, this paper analyzes the problems existing in the brand positioning of Semir clothing in the operation process, and puts forward corresponding solutions to the problems existing in the brand positioning of Semir clothing, which is conducive to the development of Semir clothing. Whether an enterprise has a high market share and a high profit margin depends on the development of its own brand. The brand positioning strategy of an enterprise will be very different because of the difference of consumers perception. Therefore, if an enterprise wants to make more accurate market positioning and correct marketing decisions in such a complex market, and thus improve its influence, it must be inseparable from a good brand positioning. Of course, brand positioning is not only an important part of enterprise market strategy, good brand positioning can effectively reduce the blind consumption of customers, create a better consumption environment, and improve the profitability of enterprises. Keywords: Semir clothing Brand positioning Brand marketing Market strategy 目 录 TOC \o 1-3 \h \z \u 一、引言 1 二、品牌定位相关概念 1 （一）品牌定位 1 （二）品牌定位的过程 1 （三）品牌定位的意义 2 三、森马服饰公司简介及经营环境分析 3 （一）公司概况 3 （二）公