【作者】 刘涛；

【导师】 袁家凤；

【作者基本信息】 广东工业大学 ， 工商管理， 2014， 硕士

【摘要】 精细化管理作为现代科学管理的先进理念,在实现企业的组织战略清晰化、内部管理规范化、资源效益最大化方面发挥着重要的作用,对于面临转型期、管理提升期的企业有着立竿见影的效果。本文以X服装企业市场营销精细化管理为切入点,综合运用文献综述、问卷调查、统计分析等研究方法,系统阐述了精细化管理的内涵特征及营销精细化管理的重要意义,深刻剖析了X服装企业市场营销精细化管理的现状、不足及成因,针对性提出了推进该企业精细化管理实施的策略,为促进X服装企业的市场营销活动提供了一定的借鉴。本文首先分析了市场营销精细化管理的研究背景,随着我国经济的发展,服装企业获得了较大的成长空间,尤其是在市场经济体制下,人们对于生活品质的追求不断提升,使得服装企业的竞争不断加剧。X服装企业组建以来一直保持着良好的发展态势,但随着企业规模的日益扩大,之前粗放式、经验型的市场营销模式逐渐无法适应企业的发展需要,市场营销模式必须向精细化管理转变,找准企业持续快速发展的新增长点,以推动服装企业更好地定位自身使命职责、探索现代企业管理转型发展路径、提高现代企业管理效益为目的,促进X企业的长远发展。本文通过对精细化管理和营销精细化管理的内涵、特征以及必要性意义的深入分析,针对X企业当前市场营销精细化管理现状,找准了企业当前存在的一线销售团队工作成效欠缺、员工岗位责任模糊不清、解决自身问题能力弱、营销过程疏于把控、市场定位不清晰、客户个性服务跟不上、对营销数据的感知力不足等现实问题,剖析原因,提出了新的精细化营销策略,主要包括增强员工培训工作的精准度、搞好精准的市场营销调研、制定精细的市场营销策略、对营销管理进行精确控制、充分应用大数据智能分析、加强企业文化建设等,为X服装企业的市场营销活动指出了一条可持续发展之路,对于推动精细化管理在服装企业营销管理中的深化运用具有一定的指导意义。更多还原

【Abstract】 As an advanced concept of modern scientific management, Delicacy Management plays an important role in achieving organization strategy clarification, internal organization standardization and resource benefit maximization of the enterprise, which helps those transforming and management enhancement period companies get instant results. Based on the Delicacy Management of X apparel industry marketing, this article uses comprehensive application of literature review, questionnaire survey as well as statistical analysis to systematically elaborate the connotation characteristics of Delicacy Management and the significance of marketing Delicacy Management t. It also profoundly analyzes the current situation, deficiency and causes of marketing Delicacy Management of X apparel industry and puts forward the implementation strategies purposefully, which provides a certain reference of promoting marketing activities for X apparel industry.This paper analyzes the research background of Delicacy Management of marketing. With the development of Chinese economy, apparel industry has become more and more powerful than ever before. Especially, under the system of market economy, people are always pursuing a better life which aggravated the competition of apparel industry. X apparel company keeps a good development state after its establishment. However, its previous extensive and experiential marketing mode made a barrier to company’s development when the company is growing bigger. In view of that, previous marketing mode must be converted to a Delicacy Management. In order to guide the long term development of company, new growth directions must be found on the basis of orientating the mission of apparel company, exploring the development path of modern company and improving the management efficiency of modern company.This article provides an in-depth analysis of the content, features and necessity of Delicacy Management and Marketing Delicacy Management, aims at the current marketing Delicacy Management situation of X enterprise, captures the problems of low efficiency of the front line sales team, unintelligible job responsibilities, weak ability to solve their own problems,, lacking control on sales process, unclear market positioning, poor personalized customer service and lack of perception of market data. The article puts forward some new Delicacy Management strategies by analyzing the root causes, mainly includes strengthening the accuracy of staff training, well accomplishing the precise market research, develop sophisticated marketing strategies, precisely controlling the market management, fully using Big Data intelligent analysis as well as enhancing corporate culture construction, which indicates a sustainable development path for the market sales activity of X apparel industry and also has certain guiding significance for apparel industry by promoting Delicacy Management into deep application.更多还原