伟志服装集团市场营销策略研究

摘要
服装市场营销策略是指在市场经济条件下，根据内外环境变化，对服装企业的经营与销售进行预测和决策，以提高经济效益为主要目标，创造性地组织经营销售活动的策略。
我国服装纺织品的总产量在世界上居于绝对优势，国内目前也拥有众多的服装品牌，加入WTO许多外国著名品牌逐步进入我国，对于国内激烈竞争服饰行业来说无疑是雪上加霜。在这个以品牌为基础，以营销策略为核心的市场化得经济时代，一个企业要想生存和发展就要有自己的品牌和独特营销策略。伟志服装集团是陕西省服装行业的区域性品牌，其发展也面临着类似的一些问题。因此，如何根据企业自身情况定位自己的目标市场，如何采取更加科学有效的营销策略，以逐步建立自己的品牌，扩大企业市场份额，已成为当前伟志服装集团迫切需要解决的问题。本文主要通过SWOT分析、营销环境分析、市场细分、目标市场、市场定位等，通过对伟志服饰的营销策略问题展开深入的研究，力求为伟志服饰提供一些营销策略建议。

关键词：  营销策略； 市场细分；目标市场
Study on Shan Xi Wei Zhi Clothing Group Marketing Strategy
Abstract
Clothing marketing strategy refers to under the conditions of market economy, according to the internal and external environment of clothing business and sales forecast and decision, in order to improve economic efficiency as the main target, creatively organization management strategy of marketing activities.
China's total production of clothing textiles in the world living in absolute advantage, there are also has many domestic clothing brand, joined WTO, many foreign brands entering China step by step, for the fierce competition of domestic apparel industry is undoubtedly worse. In this brand-based and marketing strategy at the core of market-oriented economy is on time, an enterprise to survive and develop must be have their own unique brands and marketing strategy. Wei-Zhi clothing group is a regional brands in Shanxi province, its development is also facing similar problems. Therefore, how to positioning their target market According to itself circumstance, how to adopt a more scientific and effective marketing strategy to gradually establish its own brand and expand market share, the enterprise has currently become Wei-Zhi clothing group urgent needs to solve problems. In this paper, through SWOT analysis, Marketing environmental analysis, Market segmentation, Target market, Market positioning and so on, According to depth study on the Wei Zhi Clothing group marketing strategy, in order to provide some marketing strategy Suggestions for Wei Zhi Clothing group.

Keywords:  Marketing Strategy ; Market Segmenting;  Targeting Market

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