圣迪奥服装企业生存与发展的法宝－成功的营销战略
摘 要
目前我国服装行业由于进入、退出成本低，成为民营企业投资的首选行业。同时人们需求的多元性、多变性决定了服装产品变化快、生命周期短、经营风险相对较高的特点。民营企业具有组织形式、运营机制灵活的优势，对市场变化反应快，适应能力强，因而在服装市场上赢得了广阔的发展空间。我国在市场上的服装品牌大约有10万个，而每年大约有200多个品牌被淘汰。在这些众多的品牌中，中小型服装企业的能够从小做大，从无名到有名，其企业生存的法宝是值得共享。
中国拥有14多亿人口，国内服装销售市场十分庞大。2009年来势迅猛世界金融风暴，对于我国服装业是个严峻的考验，中国服装业注定是危机影响全面显现的一年，对于中、小型民营服装企业来说，保持暖春的状态置关重要。而圣迪奥服装企业业绩显赫，经营有方，09年实现了10亿的目标冲刺。特色营销之道是企业生存发展的关键，设计、生产和销售为一体化的。使之成为江苏省明星企业。同时“S．DEER品牌”先后荣获“中国纺织品牌文化优秀奖”“江苏省著名商标”、“江苏省名牌”“江苏省质量信用产品”等重要荣誉。如何在竞争中够逆流而上，运用了什么样的法宝？是本报告开题所要研究的。
关 键 词：民营企业；成本；规模；终端特色
S．DEER Apparel business survival and development of a magic weapon- Marketing Strategy
ABSTRACT
Present, China's apparel industry due to entry, exit, low cost, to become the first choice of private enterprises to invest in the industry. The same time, the diversity of people's needs, changing quickly determine the changes in clothing products, life cycle is short, relatively high business risk characteristics. Private enterprises have the organizational form of the advantages of flexible operation mechanism, to respond quickly to market changes, adaptation capability, which won in the clothing market, a broad space for development. China's apparel brands in the market about 10 million, every year there are about more than 200 brands have been eliminated. In these many brands, small and medium garment enterprises to small size and strength, from the obscure to the famous,
Magic weapon for the survival of their business is worth sharing.
China has more than 14 million people, the domestic apparel sales market is very large. In 2009 that sets the world's financial turmoil, China's garment industry is for a severe test, China's garment industry crisis is bound to reap the full benefits of the year, for the medium and small private garment enterprises to keep warm spring the state set of vital importance. The performance of a prominent San Dior clothing enterprises to operate well and achieve the 2009 target of 10 billion sprint. Characteristics of the Road is a marketing company the key to survival and development, design, production and sales integration. Make it a star enterprise in Jiangsu Province.
At the same time "S. DEER brand" has won the "China Textile Brand Culture Award of Excellence," "Jiangsu Famous Brand", "Jiangsu Province Famous Brand", "quality and credit products in Jiangsu Province" and other important honors. How in the competition enough upstream, using what kind of magic? Open question of this report to be studied.
KEY WORDS: Private Enterprises; Cost; Scale; Terminal Features
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