高鐵時(shí)代-服裝品牌行銷(xiāo)策略及研究方法

1、高鐵時(shí)代-服裝品牌行銷(xiāo)策略及研究方法High-speed rail era-fashion brand marketing strategy&study 組員：段清陽(yáng) 楊歡歡 曹亮 張茜 范兆莉 主講人：范兆莉品牌行銷(xiāo)策略高鐵商圈服裝高鐵高鐵商圈的性質(zhì)與特點(diǎn)高鐵商圈自身的特點(diǎn)1、區(qū)位交通優(yōu)勢(shì)更加突出。 Regional transportation advantages have become more prominent. 2、經(jīng)濟(jì)發(fā)展環(huán)境明顯改善。 Significant improvement in the economic development environment 3、承接產(chǎn)業(yè)轉(zhuǎn)

2、移機(jī)會(huì)增多。 Undertaking industrial transfer there are more opportunities for 4、人才技術(shù)流動(dòng)自由便捷。 Talent technology flows free and convenient高鐵消費(fèi)人群的特點(diǎn)1、主要針對(duì)的人群都是文化高、學(xué)歷高、收入中等偏上的高端客戶(hù)，因?yàn)橐话銇?lái)說(shuō)打工、中低收入的人群是不會(huì)坐比火車(chē)貴3.5倍這么高價(jià)格的高鐵，除非是過(guò)年等，沒(méi)票、沒(méi)車(chē)的特殊情況。 Aimed primarily at people is a high-culture, education, and income above av

3、erage high-end customers, because in general wage earners, middle-and low-income populations is not more expensive than train high-speed 3.5 times as high prices, unless it is new year, no ticket, no special circumstances.2、人群相對(duì)比較的集中，一般情況下每天都有6-8萬(wàn)人。2010年國(guó)慶期間，每天發(fā)送旅客達(dá)16萬(wàn)人次。 Population is relatively co

4、ncentrated, normally every day there are 680,000 people, 2010 national day period, the visitors reached 160,000 visitors a day.3、都是比較樂(lè)意消費(fèi)的人，是愿意用金錢(qián)換時(shí)間的商務(wù)人士或是旅游者。 People are more willing to consumption, is willing to trade money for time business people or tourists品牌服裝營(yíng)銷(xiāo)渠道存在的問(wèn)題分析1、經(jīng)銷(xiāo)商與企業(yè)分離，營(yíng)銷(xiāo)風(fēng)險(xiǎn)較大 Deal

5、ers and corporate separation, marketing at greater risk 2、惡性競(jìng)爭(zhēng)嚴(yán)重，導(dǎo)致微利甚至虧損 Serious malignant competition, lead to profit or loss 3、營(yíng)銷(xiāo)渠道單一，營(yíng)銷(xiāo)策略落后 Single marketing channels and marketing strategies behind探究?jī)?nèi)容出發(fā)點(diǎn)從服裝品牌的行銷(xiāo)策略整體出發(fā)從服裝店鋪的性質(zhì)和設(shè)計(jì)出發(fā)從店鋪銷(xiāo)售人員出發(fā)從消費(fèi)者出發(fā)從客戶(hù)管理關(guān)系出發(fā)Inquiry contents starting pointProceeding

6、 from the garment brand marketing strategy as a wholeProceeding from the nature and design of the clothing shopsProceeding from the stores salesProceeding from the consumerProceeding from customer relationship management研究方法（Research methods）1、采用問(wèn)卷調(diào)查 Using a questionnaire survey2、訪談（包括對(duì)店鋪調(diào)查、消費(fèi)者訪談，以及

7、管理人員的訪談） Interviews ( including shop survey, consumer interviews, as well as managers of the interview )3、實(shí)地調(diào)研（西安北客運(yùn)站） Field research問(wèn)卷調(diào)查設(shè)計(jì)及內(nèi)容通過(guò)定量與定性?xún)煞N方法設(shè)計(jì)問(wèn)題，具體分為兩部分的問(wèn)卷調(diào)查：1、主要是針對(duì)高鐵商鋪的調(diào)查問(wèn)卷（內(nèi)容主要包括：高鐵商圈的租金、地段選擇、地段與銷(xiāo)售業(yè)績(jī)的關(guān)系、店鋪大小、商品種類(lèi)、商品價(jià)格、品牌價(jià)值、顧客選擇、客戶(hù)管理等等）Mainly for high-speed rail shops questionnaire (

8、mainly include: high-speed rail District rent, lot, lot selection and sales performance relationship, store size, types of goods, commodity price, brand value, customer choice, customer management etc.)2、針對(duì)高鐵商圈的客戶(hù)問(wèn)卷調(diào)查。主要內(nèi)容包括：客戶(hù)的知識(shí)經(jīng)濟(jì)水平調(diào)查、客戶(hù)性別、客戶(hù)消費(fèi)習(xí)慣、消費(fèi)喜好等等Aiming at the high-speed rail business custom

9、er questionnaire. The main contents include: customer knowledge economy level survey, customer sex, consumer behavior, consumer preferences etc.選擇問(wèn)卷調(diào)查的原因1、問(wèn)卷法節(jié)省時(shí)間，經(jīng)費(fèi)和人力 Questionnaire method to save time, money and manpower2、問(wèn)卷法調(diào)查結(jié)果容易量化 Questionnaire survey results easier to quantify3、便于統(tǒng)計(jì)處理和分析 For statistical processing and analysis4、可進(jìn)行大規(guī)模的調(diào)查 Can undertake large-scale survey探討如何將服裝品牌營(yíng)銷(xiāo)與高鐵商圈的特征、優(yōu)勢(shì)結(jié)合起來(lái)？通過(guò)研究方法與結(jié)論怎樣才能做到服裝店鋪利益最大化？How will the clothing brand marketi