【作者】 陈楠；

【导师】 何跃；

【作者基本信息】 四川大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 Y服装品牌是国际知名的服装连锁品牌。2002年,Y服装品牌正式进入中国市场,这20年间,它在国内取得了非常可观的经济收益,同时也获得了中国消费者的普遍好评。相比之下,我国的许多服装品牌在与其竞争时仍处于弱势地位。Y服装品牌的成功与其在中国市场优秀的营销策略密不可分,本论文以Y服装品牌的营销策略为例,分析其成功背后的诸多因素,为我国的服装品牌发展提供借鉴作用。本论文首先从相关营销理论入手,为研究Y服装品牌的营销策略提供理论依据。其次介绍Y服装品牌的基本情况,并应用市场营销7Ps理论对Y服装品牌的营销现状进行分析,从而发现可以改善的问题。然后全面系统地介绍了Y服装品牌所处的营销环境,包括宏观环境、服装零售行业环境、消费者状况及内部环境,并用SWOT方法对Y服装品牌进行了综合分析。接下来用STP策略对Y服装品牌的市场细分、目标市场选择及市场定位做深度分析。根据综合分析的结果,对Y服装品牌进行营销诊断,找到问题产生的真正原因,在市场营销理论与品牌实际情况结合的基础上,提出针对Y服装品牌的营销策略优化的种种方案。随后,为了新的市场营销方案得以顺利实施,提出了相应的保障措施。最后通过全盘的分析得出Y服装品牌对我国品牌的借鉴之处。我国品牌要想改变目前的生存困境,就必须要有过硬的产品质量及合理的产品价格,充分拓展线上和线下渠道,制定合适的促销方案,做好团队建设及人员培养,提升品牌的有形展示,重视服务过程,提升品牌的综合实力。更多还原

【Abstract】 Y Clothing Brand is a well-known international chain brand in clothing market.Since its entering China market in 2002,it has achieved very considerable economic benefits and won widespread praise from Chinese consumers after 20 years development.Comparatively,many Chinese brands are in a weak position in competition with Y Clothing Brand.The success of Y Clothing Brand is closely related to its excellent marketing strategies in China.Y Clothing Brand,in this paper,is taken as an example to analyze many factors behind its success,so as to provide reference for the development of Chinese clothing brands.Firstly,this paper starts with the relevant marketing theories,providing a theoretical basis for the study of the marketing strategy of Y Clothing Brand.Secondly,by using the marketing 7Ps theory,it introduces the basic situations,analyzes the marketing status,and finds out the problems that can be improved of Y Clothing Brand.Thirdly,analyses are made on the marketing environment of Y clothing brand,including macro environment,industry environment of clothing retailing,consumer condition and internal environment,and SWOT Method is applied in comprehensive analysis of Y clothing brand.Then the STP strategy is introduced to make an in-depth analysis on the market segmentation,target market selection and market positioning,so as to find the real causes of the problems of Y Clothing Brand according to the results of comprehensive analysis.Then,applying marketing theory and based on current conditions,this paper puts forward a marketing strategy optimization scheme.After that,corresponding safeguard measures are proposed to ensure a smooth implement of the new marketing plan.Finally,through overall analysis,we can draw lessons from Y Clothing Brand to Chinese clothing brands.If Chinese clothing brands want to change their current survival dilemma,they must have excellent product quality and reasonable product price,fully expand online and offline channels,formulate appropriate promotion plans,do a good job in team building and personnel training,improve physical display,pay attention to the service process,so as to improve the comprehensive strength of the brand.更多还原