摘 要：在当今经济发展的新形势下，随着经济社会发展和人们生活水平的不断提高,服装行业也因此有着举足轻重的地位。中小服装企业面临着人才短缺、需求减少、劳动力成本与生产原材料成本相继上涨等众多问题,怎样制定合理的市场营销策略,是值得深入研究的。本文以扬州精诚制衣有限公司为研究对象，在市场营销相关理论知识的基础上，针对扬州精诚制衣有限公司的营销策略进行探析。发现了扬州精诚制衣有限公司存在着产品更新换代慢,品牌建设力度不够；产品定价方式单一，缺乏多样性；分销渠道短，分销商管理不当；促销投入严重不足等问题，并对扬州精诚制衣有限公司作出SWOT分析，提出开发更新换代快的新产品、注重品牌策略、制定适宜的弹性定价策略、加大促销投入，采用多种促销方式等几点建议。69736

毕业论文关键词:服装企业；中小企业；扬州精诚；营销策略；对策

Abstract：With the continuous improvement of the economic and social development and people's living standard, the apparel industry has a pivotal position in today's economic development under the new situation. Small and medium-sized garment enterprises are facing  with many problems such as a shortage of talent, demand reduction, labor cost, rising raw material costs and so on.How to formulate a reasonable marketing strategy is worthy of further studying. Based on the market marketing related theory knowledge , the paper aims to analysis the marketing strategy of Yangzhou Jingcheng Clothing Co. Ltd. Through studying the enterprise , we find that there are many problems such as product update slow, brand construction force ; single product pricing, lack of persity; short channels of distribution, improper management of distributors; a serious shortage of investment in promotion in Yangzhou Jingcheng Garment Co. Ltd. After that , we make a SWOT analysis and propose developing renewal faster with the new products, focusing on brand strategy, developing appropriate elastic pricing strategy, etc.

Keywords: Clothing enterprises; marketing strategy countermeasure; solution

目 录

1  引言 3

2  理论基础 3

3  扬州精诚制衣有限公司的SWOT分析及营销战略分析 4

    3.1  扬州精诚制衣有限公司服公司SWOT分析 4

    3.2 扬州精诚制衣有限公司目标市场的选择 6

4  扬州精诚制衣有限公司营销策略的问题分析 7

    4.1  产品更新换代慢，品牌建设力度不够 7

    4.2  产品定价方式单一，缺乏多样性 8

    4.3  分销渠道短，经销商管理不当 9

    4.4  促销投入严重不足 9

5  扬州制衣有限公司的市场营销策略组合 9

    5.1  加强新产品的开发，注重品牌建设 9

    5.2  制定合理的价格方法和价格策略 10

    5.3  适应市场发展，拓宽营销渠道 10

    5.4  加大促销的投入，采用多种促销方式 11

结 论 12

参考文献