淺談服裝業的營銷策劃

工商管理論文編號:GS168  論文字數:17127,頁數:21 附任務書,開題報告,文獻綜述

目    錄
1  前言 1
 1.1選題背景及意義 1
 1.2研究方法與思路 2
 1.3創新之處 2
2  市場管理的理論基礎 3
 2.1管理的定義 3
 2.2商品批發市場的地位和作用 3
 2.3市場管理的方法與手段 4
3新華集貿市場簡介以及目前面臨的發展形勢 6
 3.1新華集貿中心市場概況 6
 3.2我國大型批發市場的發展前景以及新華集貿中心市場的發展定位 8
4新華集貿中心市場目前存在的問題 10
 4.1從整體情況來講 10
 4.2具體表現在 10
5如何促進新華集貿中心未來繁榮發展 12
 5.1加快市場升級改造，促進市場繁榮發展，提升市場整體形象 12
 5.2強化責任落實，確保市場安全穩定 14
 5.3推動市場升級改造，加快市場信息化建設，積極發展電子商務 15
 5.4規范市場管理服務，提升市場品牌價值 16
 5.5發展產地輻射型市場與商品聚集型市場并重，夯實市場基礎 17
 5.6完善市場國有資產監管體制，提高國有資產運營效益 18
 5.7具體工作分配(見附表1) 18
6 結論與展望 19
參考文獻 22
致    謝 23

摘    要

 新華集貿中心市場是一個適應各類消費層次需求的以紡織服裝類和電子信息類產品為經營主體的超大型專業批發市場。多年來，新華集貿中心市場管委會不斷完善設施，強化規范管理，發展成為中國十大批發市場之一、中國五星級商品交易市場、中國品牌市場基地。近年來，受投資利益影響，投資商對市場配套功能建設投入不大，致使整個市場配套功能建設遠遠滯后于市場發展；受資金影響，市場在整體形象包裝宣傳上投入不足，制約了新華集貿中心市場品牌知名度的提高；市場國有資產監管體制有待進一步完善，運行效益有待進一步提高。
 依據市場發展現狀和所面臨的新形勢，緊緊圍繞市、區關于華北重要商埠建設的定位，擬定新華集貿中心市場下一步發展思路為：按照建設華北重要商埠核心區的發展定位，加快新華集貿中心市場升級改造調整創新步伐，進一步提升市場規模檔次，完善市場配套功能；優化經營定位，創新交易業態；倡導誠信經營，創建品牌市場；發展產地型市場，強化商品聚集功能；加快市場信息化建設，積極發展電子商務，逐步建成集商品展示、批零貿易、商務洽談和網上交易于一體的現代化商貿中心。勇于面對新形勢，不斷開拓新思路，全力采取新舉措，再創市場新輝煌。

關鍵詞  ：市場管理；優化經營；繁榮發展

Abstract

 Xinhua central market is a fair trade to adapt to various types of consumer-level demand for textiles and clothing and electronic information products for the operating body of the large wholesale market. Over the years, Xinhua fair trade center market continuously improve the CMC facilities, strengthening standardized management, developed into one of China's top ten wholesale markets, the Chinese star commodity trading markets, the market base for Chinese brands. In recent years, investment interest by the impact of investors into the market is not supporting functional building, causing the market matching function construction lagged far behind market development; by the financial implications, the overall image of the packaging market in the lack of publicity on the investment, Xinhua restricted set of Trade Center market increased brand awareness; market state-owned assets supervision and management system should be further improved, running efficiency to be further improved.     According to market situation and face the new situation closely around the city, district important trading port on the north building orientation, development of fair trade center market, Xinhua ideas for the next stage of development: an important commercial port in North China in accordance with building the core area of development, positioning, speed Xinhua Fair Trade Centre, the pace of market innovation and adjustment upgrading to further improve market grade, improve the market matching function; optimize the business location, innovative trading Yetai; advocate honesty, creating brand market; the development of origin-based market, strengthening commodity aggregation; accelerate market information construction, and actively developing e-commerce, and set up product display, retail and wholesale trade, business and online trading in one of the modern business center. Courage to face the new situation, and constantly explore new ideas, best to take new measures to scale new market new glory.
Key words: Marketing Management   Optimize the business   Prosperity