多品牌发展战略分析—以森马服饰为例-.docVIP

多品牌发展战略分析—以森马服饰为例 摘要：自中国改革开放及加入WTO以来，国外服装企业纷纷进入中国市场，使得中国服装企业面临着巨大的挑战。因此，面对众多知名服饰品牌的进入，抢占国内市场，分割国内休闲服饰市场份额，使得本土服饰品牌夹缝中生存；中国休闲服饰品牌该采取什么战略才可以抢回市场份额，采取什么策略才可以顺应市场需求，才可以寻求生存发展的机会，这些都成为了我国本土服装企业必须要考虑的问题。 本文通过分析森马（ 森马集团有限公司，semir）的多品牌发展战略，分别分析出森马服饰品牌战略的优势以及劣势，以及通过分析其竞争对手的优势以及劣势，得出森马服饰在多品牌发展战略中取得成功的方法以及原因，借此为我服装公司提供可从操作的方法与策略，提升本土服饰品牌在国内以及国外的整体竞争优势，抢占市场份额，让国内本土服饰品牌得到更好的发展。 关键字：多品牌发展战略、本土服装企业品牌、森马 Analysis of Multi-brand Development Strategy-Taking Semir Apparel as an Example Abstract: Since Chinas reform and opening up and accession to the WTO, foreign clothing companies have entered the Chinese market one after another, making Chinese clothing companies face huge challenges. Therefore, in the face of the entry of many well-known clothing brands, seize the domestic market and divide the domestic casual clothing market share, so that local clothing brands survive in the cracks; what strategies should Chinese casual clothing brands adopt to regain market share and what strategies can they adopt? In order to meet the market demand, we can seek opportunities for survival and development, so these have become issues that must be considered by local clothing companies in China. By analyzing the multi brand development strategy of Semir, this paper analyzes the advantages and disadvantages of Semirs clothing brand strategy, as well as the advantages and disadvantages of its competitors, and obtains the methods and reasons for the success of Semirs clothing in the multi brand development strategy, so as to provide our clothing company with operational methods and strategies Slightly, improve the overall competitive advantage of local clothing brands at home and abroad, seize market share, so that the domestic local clothing brands can get better development. Keywords: multi-brand development strategy, local clothing company brand, Semir 目 录 TOC \o 1-3 \h \z \u 19204 第一章 绪 论 1 2355 1.1 研究的背景和意义 1 17445 1.1.1 研究的背景 1 24381 1.1.2 研究的意义 1 25818 2.1 研究方法 1 24394 2.1.1