摘 要
作為衣食住行之首，毫無疑問，服裝行業(yè)是個(gè)永遠(yuǎn)的朝陽產(chǎn)業(yè),因?yàn)槿祟悓?duì)服飾的追求永遠(yuǎn)沒有止境。如今，隨著經(jīng)濟(jì)生活水平的發(fā)展，人們對(duì)服裝服飾類產(chǎn)品已有著越來越高的要求，服裝不僅僅是要求能蔽體保溫。誰都會(huì)希望自己擁有更多的漂亮、健康、個(gè)性化的衣裳，而且由于服裝類產(chǎn)品更新?lián)Q代的時(shí)間又比較快，所以服裝市場(chǎng)的蛋糕將會(huì)越來越大。到生產(chǎn)力足夠發(fā)達(dá)的時(shí)代，人均擁有幾十件甚至上百件服裝產(chǎn)品將不再是夢(mèng)想。
　　中國是世界上最大的服裝消費(fèi)國，同時(shí)也是世界上最大的服裝生產(chǎn)國，但中國服裝產(chǎn)業(yè)整體發(fā)展很不平衡各服裝企業(yè)之間的競(jìng)爭也還停留在比較低層面上，主要還停留在價(jià)格、款式等方面的競(jìng)爭，絕大多數(shù)服裝企業(yè)的產(chǎn)品銷售還是以批發(fā)市場(chǎng)的大流通為主。而近年來服裝企業(yè)的品牌意識(shí)雖然不斷加強(qiáng)，但中國服裝行業(yè)目前還只有有限的幾個(gè)中國馳名商標(biāo)，還缺乏真正意義上的國際服裝品牌，主要還是通過低成本優(yōu)勢(shì)在與國際品牌進(jìn)行競(jìng)爭。
　　由于服裝季節(jié)性明顯，且服裝產(chǎn)品更新的速度越來越快，庫存問題成為最令服裝企業(yè)頭痛的問題之一。不處理吧，積壓只會(huì)導(dǎo)致更加庫存品的更加貶值甚至一文不值。進(jìn)行低價(jià)拋售處理吧，一來那些過季的產(chǎn)品不見得有人要，二來低價(jià)拋出去對(duì)辛苦建立起來的品牌形象又是個(gè)很大的打擊，很容易讓消費(fèi)者對(duì)產(chǎn)品的價(jià)格體系產(chǎn)生懷疑。
本文針對(duì)賣場(chǎng)服裝的特點(diǎn),結(jié)合三福服裝賣場(chǎng),淺析了其營銷模式,從服裝市場(chǎng)的現(xiàn)狀,賣場(chǎng)服裝的特點(diǎn),定位賣場(chǎng)服裝的目標(biāo)市場(chǎng),有針對(duì)性的制定營銷策略!
關(guān)鍵詞:服裝,賣場(chǎng),營銷,模式,目標(biāo)市場(chǎng)

Stores clothing marketing mode of
For example, SanFu
Abstract
As head of the basic necessities of life, no doubt, the apparel industry is an eternal sunrise industry, because the human dress pursuit forever has no end. Nowadays, with the economic living standard of development, people to clothing products has been an increasingly high demand, clothing is not only required to cover the body insulation. Who would want their own more beautiful, healthy, personalized clothing, and because the clothing product replacement time and relatively fast, so the clothing market will be more and more big cake. Productivity is advanced enough times, average per capita has dozens or even hundreds of pieces of clothing products is no longer a dream.
China is the world's largest clothing consumption country, but also the largest clothing producer in the world, but Chinese garment industry whole development is very lopsided the clothing the competition between the enterprise also remains at a relatively low level, still basically stay in the price, style and other aspects of the competition, the vast majority of clothing enterprise product sales or in the wholesale market in the main circulation. In recent years, clothing enterprise brand awareness while continuously strengthened, but the Chinese garment industry has only a limited number of a well-known trademark in China, but also the lack of a truly international clothing brand, mainly through the low cost advantage in the international brand competition.
Due to obvious seasonal clothing, and apparel product updates faster and faster, the inventory problem become the most headache of garment enterprise. Do not handle it, keep long in stock will only lead to more inventory deva luation not to be worth a hair even more. To sell at a low price processing, so the out-of-season produce does not necessarily have to, and cheap out on so hard to build up brand image is a big blow, easy for consumers on product price system generates suspicion.
In this paper the characteristics of combination of Sanfu clothing stores, clothing stores, on its mode of marketing, from the clothing store clothing market current situation, characteristics, location stores clothing target market, the development of targeted marketing strategy!
Keywords: clothing, store, sale, mode, target market




目錄

賣場(chǎng)服裝營銷模式淺析 1
----以三福為例 1
摘 要 1
目錄 3
1.1,服裝市場(chǎng)現(xiàn)狀及其特點(diǎn) 4
1.1,勞動(dòng)力成本上升,加工型企業(yè)占據(jù)主導(dǎo) 4
1.2價(jià)格持續(xù)走低 4
1.3,品牌意識(shí)凸顯 4
1.4經(jīng)營方式多樣化 5
二,賣場(chǎng)服裝目標(biāo)消費(fèi)人群確定 5
2.1選擇目標(biāo)市場(chǎng)市場(chǎng) 5
2.2定位目標(biāo)市場(chǎng)戰(zhàn)略 5
2.3賣場(chǎng)服裝目標(biāo)市場(chǎng)的確定 5
三,賣場(chǎng)服裝消費(fèi)者行為分析 6
3.1消費(fèi)者的資源 6
3.1.1消費(fèi)者的經(jīng)濟(jì)資源 6
3.1.2消費(fèi)者的時(shí)間資源 7
3.1.3消費(fèi)者的知識(shí)資源 8
3.2消費(fèi)者的購買動(dòng)機(jī) 9
四，賣場(chǎng)服裝經(jīng)營特點(diǎn) 10
4.1種類齊全 10
4.2價(jià)格低廉 10
4.3擺放混亂 11
五，消費(fèi)者及經(jīng)銷商對(duì)賣場(chǎng)服裝的思維誤區(qū) 11
5.1消費(fèi)者眼中的低質(zhì)量服裝集散地 11
5.2管理混亂,擺放無序,精于砍價(jià) 11
5.3低價(jià)為主,無時(shí)尚潮流概念 11
5.4忽視對(duì)回頭客的把握 12
5.5目標(biāo)市場(chǎng)定位于不明確 12
六，提升檔次，走出誤區(qū) 12
6.1注重店面形象設(shè)計(jì) 12
6.2質(zhì)量為先,留住老顧客 13
6.2.1重視質(zhì)量,提升服務(wù) 13
6.2.2用價(jià)格優(yōu)勢(shì)穩(wěn)定老顧客 14
七,根據(jù)賣場(chǎng)服裝特點(diǎn)，選擇最佳營銷策略 14
7.1各種營銷策略的特點(diǎn) 14
7.2針對(duì)賣場(chǎng)服裝特點(diǎn),準(zhǔn)確運(yùn)用營銷組合 15
謝詞 15
參考文獻(xiàn) 16