Fashion Net公司進(jìn)入中國(guó)市場(chǎng)的SWOT分析及營(yíng)銷戰(zhàn)略

工商管理論文編號(hào):GS228  論文字?jǐn)?shù):14776,頁數(shù):26

目    錄
摘    要 I
Abstract II
1 營(yíng)銷環(huán)境分析 2
1.1宏觀環(huán)境分析 2
1.1.1人口環(huán)境 2
1.1.2經(jīng)濟(jì)環(huán)境 2
1.1.3技術(shù)環(huán)境 3
1.1.4政治法律環(huán)境 3
1.1.5社會(huì)文化環(huán)境 3
1.2微觀環(huán)境分析 4
1.2.1公司本身 4
1.2.2市場(chǎng)營(yíng)銷渠道 4
1.2.3顧客 4
1.2.4競(jìng)爭(zhēng)者 5
1.3 Fashion Net公司進(jìn)入中國(guó)市場(chǎng)的SWOT分析 6
1.3.1 Fashion Net公司的優(yōu)勢(shì) 6
1.3.2 Fashion Net公司的劣勢(shì) 6
1.3.3 Fashion Net公司的市場(chǎng)機(jī)會(huì) 6
1.3.4 Fashion Net公司的環(huán)境威脅 7
2 Fashion Net公司的營(yíng)銷戰(zhàn)略 9
2.1服裝市場(chǎng)細(xì)分 9
2.1.1按年齡細(xì)分 9
2.1.2按產(chǎn)品屬性細(xì)分 10
2.1.3按消費(fèi)人群類型細(xì)分 11
2.1.4按地域細(xì)分 12
2.2 Fashion Net公司的目標(biāo)市場(chǎng) 13
2.2.1按地域確定的目標(biāo)市場(chǎng) 13
2.2.2按顧客確定的目標(biāo)市場(chǎng) 13
2.3 Fashion Net公司的市場(chǎng)定位 14
3 Fashion Net公司的營(yíng)銷策略 16
3.1產(chǎn)品策略 16
3.2價(jià)格策略 16
3.3渠道策略 17
3.3.1百貨商場(chǎng) 17
3.3.2專賣店 17
3.4促銷策略 17
3.4.1海報(bào) 17
3.4.2網(wǎng)站 18
3.4.3優(yōu)惠券 18
3.4.4服裝節(jié) 18
結(jié)    論 19
參 考 文 獻(xiàn) 20
致    謝 21

摘    要
 隨著中國(guó)經(jīng)濟(jì)實(shí)力日益增強(qiáng)，人民生活水平明顯提高。人們開始追求時(shí)尚與個(gè)性的生活方式，服裝成為人們生活重要的一部分。中國(guó)服裝市場(chǎng)前景廣闊，人口較多，適合服裝行業(yè)發(fā)。Fashion Net公司要想順利進(jìn)入中國(guó)市場(chǎng)就需要制定科學(xué)的市場(chǎng)營(yíng)銷策略，增強(qiáng)自身競(jìng)爭(zhēng)力，實(shí)現(xiàn)迅速發(fā)展，進(jìn)而促進(jìn)公司的蓬勃發(fā)展。在中國(guó)市場(chǎng)，服裝行業(yè)的前景是非常廣闊的。誰能最大限度地滿足不同年齡層次、不同經(jīng)濟(jì)地位、不同文化背景的消費(fèi)者的需要, 誰就將獲得最大的發(fā)展空間并取得最大的經(jīng)濟(jì)利益。
 本論文圍繞Fashion Net公司的SWOT分析及戰(zhàn)略展開討論。首先分析該公司的概況和營(yíng)銷現(xiàn)狀；然后分析公司進(jìn)入中國(guó)市場(chǎng)中所面臨的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅；最后進(jìn)行市場(chǎng)細(xì)分及確定目標(biāo)市場(chǎng)和市場(chǎng)定位，并提出相應(yīng)的營(yíng)銷策略，F(xiàn)ashion Net公司要成功進(jìn)入的中國(guó)市場(chǎng)需要一個(gè)適合自己的營(yíng)銷方案。

關(guān)鍵詞：SWOT分析；STP戰(zhàn)略；營(yíng)銷策略

Fashion Net's SWOT analysis and marketing strategy when they enter the Chinese market

Abstract
 Along with China's growing economic strength, the people's living standards have been markedly improved. As people begin to pursue the life style of fashion and selfhood, costume has become an important part in people's life. China's broad prospects of costume market and large population benefit the costume industry. In order to enter the Chinese market favoring, Fashion Net Corporation needs to frame scientific marketing and sales strategy, enhance their own competitiveness and realize a rapid development, so as to promote the vigorous development of the corporation. In the Chinese market, the prospects of the costume industry are very broad. The one who can furthest meet the needs of the consumers of different ages, different economic status, different cultural backgrounds, will gain the maximal develop space and economic benefits.
 This paper discusses on the Fashion Net's SWOT analysis and tactic. First, I’ll analyze the general situation and sales status quo of the corporation, then the advantages, disadvantages, opportunities and threats the corporation will face when they enter the Chinese market; Finally, I’ll make market segmentation, fix on target market and market positioning and put forward relevant marketing strategy, for Fashion Net corporation needs a suitable marketing scheme for their own to enter the Chinese market successfully.
 
Key Words： SWOT analysis ； STP strategy ； Marketing strategy