服装店案例分析.docxVIP

服装店案例分析

目录

一、内容概览................................................5

1.研究背景..............................................5

2.研究目的与意义........................................6

3.研究方法与数据来源....................................7

二、服装店市场环境分析......................................8

1.宏观环境分析.........................................10

1.1政治法律环境......................................11

1.2经济环境..........................................12

1.3社会文化环境......................................13

1.4技术环境..........................................14

2.行业环境分析.........................................15

2.1行业现状..........................................16

2.2行业竞争格局......................................17

2.3行业发展趋势......................................19

3.竞争对手分析.........................................20

3.1主要竞争对手概况..................................21

3.2竞争对手优劣势分析................................22

3.3竞争对手战略动向..................................23

三、服装店经营模式分析.....................................24

1.门店销售模式.........................................26

1.1店面销售模式......................................27

1.2电子商务平台销售模式..............................28

2.采购与供应链管理.....................................29

2.1采购策略..........................................30

2.2供应链优化........................................33

3.市场定位与品牌形象...................................34

3.1目标市场分析......................................34

3.2品牌形象塑造......................................36

3.3市场定位调整......................................37

四、服装店营销策略分析.....................................38

1.产品策略.............................................40

1.1产品组合..........................................41

1.2新品开发..........................................41

1.3产品定价..........................................43

2.价格策略.............................................44

2.1定价方法..........................................45

2.2价格调整策略...