Fashion Net公司进入中国市场的SWOT分析及营销战略

论文编号:GS228  论文字数:14776,页数:26

摘    要
 随着中国经济实力日益增强，人民生活水平明显提高。人们开始追求时尚与个性的生活方式，服装成为人们生活重要的一部分。中国服装市场前景广阔，人口较多，适合服装行业发。Fashion Net公司要想顺利进入中国市场就需要制定科学的市场营销策略，增强自身竞争力，实现迅速发展，进而促进公司的蓬勃发展。在中国市场，服装行业的前景是非常广阔的。谁能最大限度地满足不同年龄层次、不同经济地位、不同文化背景的消费者的需要, 谁就将获得最大的发展空间并取得最大的经济利益。
 本论文围绕Fashion Net公司的SWOT分析及战略展开讨论。首先分析该公司的概况和营销现状；然后分析公司进入中国市场中所面临的优势、劣势、机会和威胁；最后进行市场细分及确定目标市场和市场定位，并提出相应的营销策略，Fashion Net公司要成功进入的中国市场需要一个适合自己的营销方案。

关键词：SWOT分析；STP战略；营销策略

Fashion Net's SWOT analysis and marketing strategy when they enter the Chinese market

Abstract
 Along with China's growing economic strength, the people's living standards have been markedly improved. As people begin to pursue the life style of fashion and selfhood, costume has become an important part in people's life. China's broad prospects of costume market and large population benefit the costume industry. In order to enter the Chinese market favoring, Fashion Net Corporation needs to frame scientific marketing and sales strategy, enhance their own competitiveness and realize a rapid development, so as to promote the vigorous development of the corporation. In the Chinese market, the prospects of the costume industry are very broad. The one who can furthest meet the needs of the consumers of different ages, different economic status, different cultural backgrounds, will gain the maximal develop space and economic benefits.
 This paper discusses on the Fashion Net's SWOT analysis and tactic. First, I’ll analyze the general situation and sales status quo of the corporation, then the advantages, disadvantages, opportunities and threats the corporation will face when they enter the Chinese market; Finally, I’ll make market segmentation, fix on target market and market positioning and put forward relevant marketing strategy, for Fashion Net corporation needs a suitable marketing scheme for their own to enter the Chinese market successfully.
 
Key Words： SWOT analysis ； STP strategy ； Marketing strategy

目    录
摘    要 I
Abstract II
1 营销环境分析 2
1.1宏观环境分析 2
1.1.1人口环境 2
1.1.2经济环境 2
1.1.3技术环境 3
1.1.4政治法律环境 3
1.1.5社会文化环境 3
1.2微观环境分析 4
1.2.1公司本身 4
1.2.2市场营销渠道 4
1.2.3顾客 4
1.2.4竞争者 5
1.3 Fashion Net公司进入中国市场的SWOT分析 6
1.3.1 Fashion Net公司的优势 6
1.3.2 Fashion Net公司的劣势 6
1.3.3 Fashion Net公司的市场机会 6
1.3.4 Fashion Net公司的环境威胁 7
2 Fashion Net公司的营销战略 9
2.1服装市场细分 9
2.1.1按年龄细分 9
2.1.2按产品属性细分 10
2.1.3按消费人群类型细分 11
2.1.4按地域细分 12
2.2 Fashion Net公司的目标市场 13
2.2.1按地域确定的目标市场 13
2.2.2按顾客确定的目标市场 13
2.3 Fashion Net公司的市场定位 14
3 Fashion Net公司的营销策略 16
3.1产品策略 16
3.2价格策略 16
3.3渠道策略 17
3.3.1百货商场 17
3.3.2专卖店 17
3.4促销策略 17
3.4.1海报 17
3.4.2网站 18
3.4.3优惠券 18
3.4.4服装节 18
结    论 19
参 考 文 献 20
致    谢 21

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