关于服装品牌的论文 服装品牌营销论文

浅析以“柒牌”为例的中国中端男装营销渠道的整合与革新摘要随着中国经济的持续发展和服装行业的信息化越发明显，中高端男装品牌上演了激烈的商战，并且紧紧围绕着营销渠道模式创新、终端营销比拼而展开。

由于服装产品和服装消费独具特点，服装营销渠道的组成和特点具有多样性和繁杂性，使得中高端男装品牌企业营销渠道的选择和建立成为一个复杂的工作。

我国中高端男装品牌在营销渠道领域的竞争越来越激烈，如一线二线城市终端渠道的整合，抢占三线四线城市终端市场，构建电子商务平台。

如何通过对营销渠道的整合和革新，提高营业收入和利润是企业的重要任务。

本文分析了我国中高端男装品牌营销渠道的发展现状及存在的问题，以柒牌男装营销渠道案例为出发点，介绍柒牌男装在新经济环境下营销渠道的整合以及构建电子商务平台的情况，分析柒牌男装新营销渠道所带来的优势和面临的挑战。

通过柒牌男装的营销渠道案例分析，阐述我国中高端男装品牌营销渠道的整合与革新的意义，明晰其未来发展趋势。

关键词：中高端男装；营销渠道；整合；革新；电子商务ABSTRACTWith China's sustained economic development and increasing use of the information technology in the clothing industry, the fierce business competitions always occur on the high-end brand of men clothes market. As the unique characteristics of apparel consumption behaviors and clothes products, the Clothing Marketing and Merchandising are multifarious and complicated, making it difficult to set up the marketing channels of man clothes for high-end brands.In China, the competitions to set up the marketing channels for the clothes of high-end brand are more and more frequently, such as the integration of the terminal channels of first-line or second-tier cities, the seizing the terminal market on the three-wire or four-wire city , the building of e-commerce platform.So not only the integration and innovation of the marketing channels,but also increasing the revenues and profits are important tasks for Clothing enterprises.This paper analyzes the development status and problems of high-end brand clothes marketing,basing on the example of the Seven Man clothes company, it has introduced how the Seven Man clothes company integrate of marketing channels and build e-commerce platform in the new economic environment .It analysis the benefits from new marketing channels the benefits and the challenges must face.Through such case, the paper try to explain the meaning of integration and innovation of high-end brand clothes marketing channels in China, demonstrate the future development trends.Keywords:Mid-Menswear；Marketing Channel；Integration；Renovation；E-commerce目录1. 中国中端男装营销渠道的发展历程、现状及竞争环境 (1)1．1 中国中端男装营销渠道的发展历程 (1)1．2 中国中端男装品牌营销渠道的现状 (1)1．3 中国中端男装品牌营销渠道的竞争环境 (2)2. 柒牌男装营销渠道发展现状及存在的问题 (2)2．1 柒牌男装营销渠道发展现状 (2)2．1．1 柒牌男装线下营销渠道发展现状 (3)2．1．2 柒牌男装线上营销渠道发展现状 (3)2．2 柒牌男装营销渠道存在的问题 (4)2．2．1 分离的物流模式对传统营销渠道的负影响 (4)2．2．2 营销手段单一，空地一体化严重脱节 (4)2．2．3 终端网点少，空白区域多 (4)2．2．4 内外部管理和标准化缺失，管理和培训滞后 (5)3. 柒牌男装营销渠道整合与革新的途径与策略 (5)3．1 柒牌男装营销渠道整合与革新前段准备 (5)3．1．1 柒牌男装市场特征分析 (5)3．1．2 柒牌男装的品牌推广 (7)3．1．3 柒牌男装客户全体的消费心理及消费习惯分析 (8)3．1．4 审视公司目前的渠道系统 (8)3．1．5 收集及分析竞争者渠道——以七匹狼为例 (10)3．2 柒牌男装营销渠道的整合途径 (11)3．2．1 渠道运作：以终端市场建设为中心 (11)3．2．2 传统渠道信息控制和管理的加强 (12)3．2．3 渠道结构扁平化 (13)3．3 柒牌男装营销渠道的革新策略 (14)3．3．1 建立信息化、数字化的营销渠道 (14)3．3．2 渠道信息化技术变革 (15)3．3．3 特殊渠道的引进 (15)3．3．4 打造电子网络营销渠道平台 (16)3．3．5 柒牌与其竞争对手电子商务业绩分析 (17)3．3．6 利用电子网络平台资源加强对品牌营销和推广 (17)4. 柒牌男装新营销渠道的成果及可持续发展的关键 (18)4．1 柒牌男装新营销渠道的成果 (18)4．1．1 柒牌男装营销渠道整合的成果 (18)4．1．2 柒牌男装营销渠道革新的成果 (18)4．2 柒牌男装新营销渠道可持续发展的关键 (19)4．2．1 处理好线上与线下渠道的利益冲突 (19)4．2．2 渠道下沉的机遇与挑战 (19)4．2．3 线上与线下渠道紊乱导致品牌磨损 (20)5. 总结与展望 (20)5．1 柒牌男装新营销渠道的成功之道 (20)5．2 中国中端男装营销渠道的发展趋势 (20)参考文献中英文资料致谢1 中国中端男装营销渠道的发展历程、现状及竞争环境1．1 中国中端男装营销渠道的发展历程柒牌、杉杉、报喜鸟、九牧王、利郎、才子、虎都及劲霸等中国中端男装品牌基本诞生在二十世纪八九十年代，相对于国际中高端男装品牌来说起步较晚，营销渠道发展也相对较为落后。

服装营销论文(5篇)服装营销论文(5篇)服装营销论文范文第1篇我国服装业网络营销随着电子商务的快速崛起也渐渐的起步了，但仍旧处在学习阶段，好多体系还有欠缺不够完善。

目前已经崭露头角有肯定影响力的企业也就有数的那么几家，如淘宝网、拍拍网、唯品会、凡客、乐淘等网站，其他企业还在学习、追逐，但都尚不具备独霸天下的力量，服装行业网络营销的竞争仍旧特别激烈。

目前，服装产品的网购份额仍旧呈快速增长的趋势，是我国网购的第一大类商品。

信任日后，当全部人都熟识了网络，了解了网络营销，学会了上网购物，服装网络营销的市场前景将会不行估量，还会进一步进入规模性进展。

2服装行业网络营销存在的问题2．1在线试衣问题服装作为消费品其区分于其他产品最大的一点就是，人们在购买之前要先看款式、摸料子再亲自试穿自我感觉一下，来推断这件衣服穿上的样子怎样，款式是否跟自己体型相配，设计是否合理，自己穿着是否有束缚感、不适感，最终才打算要不要买衣服。

网络销售与传统销售的交易方式，购买习惯几乎是格格不入，试衣问题成为消费者做出购买打算的一大障碍。

单凭网站上的几张试穿图片，面料成分对比，卖家进行购买介绍，在没有足够的信任度下，是很难让消费者作出购买打算的。

2．2产品假冒问题假冒产品在借助网络这个平台，利用其虚拟性趁机静静地打入市场，并利用它的低价优势快速站稳脚跟并扩张领土，来冲击正品的服装业网络营销市场。

假冒伪劣产品由于在生产中使用廉价、粗糙的材料，再加上偷税漏税的状况特别严峻，因此其卖价特别低与正品的定价相差特别大。

网民在线购物的第一首选要素仍旧是“产品价格”。

再加上中国人的性格就是喜爱花最少的钱去买最好的东西，从而助长了假冒伪劣产品的气焰。

最终形成中国人低价买假冒伪劣产品并奢望自己买到的是正品，当对自己买到的东西不满足时，又反过来责备其企业的商品如何的不好，自己怎样的绝望，以后再也不会买你们的产品了。

最直接的影响就是品牌商品的市场占有率严峻下降，假冒伪劣产品一步一步的占据市场并不断侵蚀着品牌商品。

本科毕业论文李宁运动服饰发展现状及营销策略分析研究THE DEVELOPMENT STATUS AND ANALYSIS OF THE LINING SPORTS APPAREL AND MARKETINGSTRATEEGY学院(部)：经济管理学院专业班级：营销 09-4学生姓名：张浩指导教师：丁微老师2013 年6 月13 日李宁运动服饰发展现状及营销策略分析研究摘要李宁服饰通过20多年的发展他打破了国外运动服饰品牌独占国内市场的局面，同时也成为国内运动服饰的龙头老大，并且成功借助08年奥运会的东风，其品牌影响力迅速提升，李宁的发展是一条艰辛之路，其发展之路是中国民族运动品牌的折射。

本论文以李宁服饰为研究对象，采用文献调查法、案例分析法、等，从李宁服饰的营销环境与营销策略等角度剖析李宁服饰营销的现状，并且之指出李宁服饰在其产品策略、价格策略、渠道策略存在的问题,在文章的最后，针对李宁服饰存在的不足，结合了李宁服饰的现状，提出自己的合理化建议。

本论文主要意义在于中国民族品牌的运动服饰发展在2011年之后遭遇瓶颈期，特别是李宁服饰在全国出现关店潮，库存高居不下,这也是近几年国内运动服饰发展的缩影,通过对李宁服饰发展的环境及营销策略分析，找出其中的原因所在，为其出谋划策，尤其是对李宁服饰发展策略的制定，提供参考依据。

关键词：李宁，营销环境,营销策略THE DEVELOPMENT STATUS AND ANALYSIS OF THE LINING SPORTS APPAREL AND MARKETINGSTRATEEGYABSTRACTLi Ning clothing with more than 20 years of development，he broke the foreign sportswear brands exclusive situation in the domestic market, but also become the leading domestic sportswear，and successfully thanks to the 08 Olympic Games Dongfeng，its brand power to quickly improve，Li Ning is a difficult path of development, its development is China's national sport brand of refraction. This papers to Lee Ning clothing for research object，used literature investigation law, and case analysis law，and，, from Lee Ning clothing of marketing environment and marketing policy，angle analysis Lee Ning clothing marketing of status, and of pointed out that Li Ning clothing in its products policy, and price policy, and channel policy exists of problem，in articles of last，for Lee Ning clothing exists of insufficient，combined has Lee Ning clothing of status, made themselves of rationalization proposals。

有关服装品牌的英文作文Fashion Brands: The Epitome of Style and InnovationIn the ever-evolving world of fashion, brands have become more than just a label on our clothes; they have become a reflection of our personal style, our aspirations, and our social status. From the iconic luxury houses to the trendy streetwear labels, fashion brands have the power to shape our senses of identity and belonging. In this essay, we will explore the significance of fashion brands and their impact on our lives.At the heart of the fashion industry lies the brand. A brand is more than just a name or a logo; it is a carefully crafted identity that resonates with consumers on an emotional level. Successful fashion brands have the ability to evoke a sense of exclusivity, sophistication, and desirability. They often build their reputations on a rich heritage, innovative designs, and impeccable quality.One of the most prominent examples of a successful fashion brand is Louis Vuitton. Founded in 1854, this French luxury house has become synonymous with timeless elegance and unparalleled craftsmanship. Its iconic monogram pattern and distinctive leather goods havebecome status symbols, coveted by fashion enthusiasts around the world. The brand's ability to maintain its exclusivity and desirability has been a key factor in its enduring success.Another iconic brand that has left an indelible mark on the fashion industry is Chanel. Established by the legendary Coco Chanel, this French luxury house has become a symbol of sophistication and timeless style. From the iconic tweed suits to the classic quilted handbags, Chanel has managed to transcend the boundaries of fashion and become a cultural phenomenon. The brand's ability to reinvent itself while staying true to its core values has been a testament to its enduring appeal.In recent years, the rise of streetwear brands has challenged the traditional notions of high fashion. Brands like Supreme, Stüssy, and Off-White have captured the attention of a younger, more streetwise demographic, blurring the lines between high and low fashion. These brands have built their success on a combination of exclusivity, bold graphics, and a strong sense of community. They have become more than just clothing labels; they have become lifestyle brands that reflect the values and aspirations of their target audience.The power of fashion brands extends beyond the realm of clothing. Many brands have diversified their product offerings, venturing into the realms of accessories, beauty, and even home decor. Thisexpansion has allowed them to reach a wider audience and solidify their position as lifestyle brands. For example, Gucci, known for its iconic handbags and apparel, has also made a foray into the beauty industry with its line of cosmetics and fragrances.The impact of fashion brands on our lives goes beyond the clothes we wear. They have the ability to shape our self-perception and influence our social status. Wearing a particular brand can convey a message about our personal style, our values, and our aspirations. In some cases, fashion brands have become a form of social currency, with individuals using them to signal their wealth, sophistication, and belonging to a particular social group.However, the influence of fashion brands is not without its criticisms. Some argue that the industry's emphasis on exclusivity and status-driven consumption has contributed to issues such as inequality, environmental degradation, and unethical labor practices. There is a growing awareness among consumers about the need for more sustainable and ethical fashion practices, and many brands are responding to this demand by incorporating eco-friendly materials and fair labor policies into their operations.In conclusion, fashion brands have become an integral part of our cultural landscape, shaping our sense of identity, belonging, and aspiration. From the iconic luxury houses to the trendy streetwearlabels, these brands have the power to captivate our imaginations and influence our choices. As the industry continues to evolve, it will be interesting to see how fashion brands adapt to the changing needs and values of consumers, and how they will continue to shape the way we express ourselves through the clothes we wear.。