论文标题:1978-2001年中国服装营销主要发展历程研究
A Study of the Basic Development of Fashion Marketing in China
论文作者 李先状
论文导师 蒋智威,论文学位 硕士,论文专业 服装设计与工程
论文单位 东华大学,点击次数 95,论文页数 155页File Size7342k
2004-01-01论文网 http://www.lw23.com/lunwen_26821897/ 中国;服装营销;发展历程;品牌;广告
China,Fashion Marketing,Developmental process,Brand,Advertisement
20世纪80年代起，中国服装业进入了具有现代意义的营销实践和理论探索。20多年来，服装营销管理领域理论的快速发展和实践的丰富积累留下了可供研究和总结的宝贵财富。本文利用现代营销理论和服装史学知识对其进行了整理和挖掘，提炼出中国服装营销理论和实践发展的一般规律。 研究始终贯串时间发展主线，在收集影响中国服装营销发展进程的理论和实践资料的基础上，对诸多的服装营销实践事例进行了归纳和总结，并分析研究了其发生的理论根源、社会政治经济和服装行业的背景，从而描述出当代中国服装市场营销发展的基本运行规律，理清中国服装市场营销发展的过程和脉络。 根据中国社会的政治经济发展背景、服装营销实践及理论发展的具体特征和相关理论，本文将中国服装营销的发展历程划分为三个阶段：1978—1989年的萌芽阶段；1990—1995年的探索阶段；1996—2001年的商战纷争阶段。 在萌芽阶段，本文着重考证了中国社会和服装行业的相关背景，总结了这一阶段营销实践的发展轨迹：即从生产观念盛行，到推销观念应运而生，再到服装市场营销观念的萌芽。 在探索阶段，对历史背景回顾后，归纳出了这一阶段中国服装营销的主体发展特征：从产品质量竞争，转至广告宣传崛起，再到CIS导入和品牌营销的开展。 在商战纷争阶段，文章对历史背景进行了细致描述之后，对中国服装营销最精彩的组成要素进行了详细总结和分析：服装价格战的形成原因和其利弊分析，服装广告崇拜形成的现实土壤和其发展过程及其病态分析，以及服装品牌化营销走向成熟的具体表现。 为了加强专业特点，本文对中国服装营销的个别交叉领域一一中国服装表演的主要发展历程作了阐述。
In the 1980s, Chinese clothing industry entered the marketing practice with modern significance and theory study. For over 20 years, the abundance and the practice in marketing management field have accumulated and provided valuable wealth for study and sum-up. This text utilizes the modern marketing theory and clothing historiography knowledge to put it in order and excavate, generalize the law in the development of Chinese clothing marketing theory and practice.The primary factor that runs through this study is development of time, on the basis of collecting the theory and practice materials influencing Chinese clothing marketing to develop process, sum up and summarize to a great deal of clothing marketing cases, and analyze and research its origin of the theory, the backgrounds of society and politics economy and clothing trade, Thus describe the basic function law of contemporary Chinese clothing marketing development, Put the course of Chinese clothing marketing development and train of thought in order.The concrete characteristic of practice according to the political economic development background of the Chinese society, clothing marketing and theory development and relevant theory, this text divides the development course of Chinese clothing marketing into three stages: The embryonic stages of 1978-1989; The exploration stages of 1990-1995; The disputes stage of commercial struggle of 1996-2001.At embryonic stage, criticized of a text the relevant backgrounds of the Chinese society and clothing trade emphatically in this text, this paper summarizes the development orbit practice in this stagemarketing: Namely not from producing idea prevail, arise from the historic moment to selling concept and reach clothing marketing the rudiments of idea.Stage of probing, after reviewing to historical backgrounds, this study sum up and publish this clothing of China the subjects of marketing develop the characteristic: From the product quality competition and emerge of advertising to the development of CIS and marketing of the brand.At commercial struggle dispute stage, article carry on carefully to historical backgrounds. Summarize and analyze about the most excellent composition is the key element of marketing of Chinese clothing in detail, and their pros and cons analyze the form reasons of price war clothing worship clothing, And the concrete behavior of the clothing brand that marketing move to maturity.In order to strengthen the professional characteristic, crossing in fields exceptionally to Chinese clothing marketing of this study -The main development course of China"s fashion show has been explained.
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