巴拉巴拉品牌童装威海市场营销策略

发布时间：2018-06-12 04:23

本文选题：童装 + 品牌　；参考：《青岛大学》2008年硕士论文

【摘要】： 巴拉巴拉童装入选“中国名牌”,从销售总额、市场扩展的规模上已成为国内童装市场最具影响力和市场占有率的领先品牌。巴拉巴拉童装2001年进入威海童装市场,在威海友谊商厦设有品牌专卖。但是,其在威海童装市场的发展却差强人意。本研究首先对巴拉巴拉公司进行了介绍,对我国童装市场和威海童装市场进行分析,证实了童装行业的空间与发展潜力。然后,在市场营销理论的指导下,通过市场调查的方式对威海童装市场的竞争状况和消费群体的消费行为进行分析,为巴拉巴拉品牌针对威海童装市场进行了目标客户的选择和市场定位。其次,对巴拉巴拉在威海童装市场的营销策略进行研究,制定了传统的营销策略。通过对旗舰店店址影响因素进行分析,巴拉巴拉品牌童装欲在威海振华商厦建立巴拉巴拉品牌旗舰店,待市场成熟后通过选择二级加盟商(荣成、文登、乳山)的方式来编织终端网络、建立经销商网络,全面启动巴拉巴拉品牌童装在威海地区的销售,并系统地提出了不同店铺的经营和促销策略。最后,在制定传统营销策略的基础上提出了创新性策略。巴拉巴拉公司开发专业的网上购物平台,建成网上购物商城,威海代理商利用自身的资源优势,进行终端管理,实行网络营销,拓广营销渠道,并进行了可行性论证分析,制定了网络营销策略。
[Abstract]:Barra has been selected as "China famous brand", and has become the most influential and market share leading brand in the domestic children's wear market from the total sales volume and the scale of market expansion. Barra children's wear into the Weihai children's wear market in 2001, Weihai Friendship Commercial Building has a brand monopoly. However, its development in Weihai children's wear market is not satisfactory. Firstly, this study introduces Barra Company, analyzes the children's wear market and Weihai children's wear market in China, and confirms the space and development potential of children's wear industry. Under the guidance of marketing theory, this paper analyzes the competition situation and consumer behavior of Weihai children's wear market by means of market investigation. For the brand of Weihai children's wear market for the choice of target customers and market positioning. Secondly, the marketing strategy of Baya in Weihai children's wear market was studied, and the traditional marketing strategy was established. Through the analysis of the influencing factors on the location of the flagship store, Bala brand children's clothing brand wants to establish the Bala brand flagship store in Weihai Zhenhua Commercial Building. After the market matures, it will select the secondary franchisee (Rongcheng, Wendeng). Rushan) to weave the terminal network, establish a dealer network, fully start the Barra brand children's clothing sales in the Weihai area, and systematically put forward different store management and promotion strategy. Finally, On the basis of the traditional marketing strategy, the paper puts forward the innovative strategy. Barra Company develops professional online shopping platform, builds online shopping mall, Weihai agents use their own resource advantages, carry out terminal management, carry out network marketing, expand marketing channels, and carry out feasibility analysis. A network marketing strategy has been formulated.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.86

【引证文献】