高鐵時代-服裝品牌行銷策略及研究方法

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

2、移機會增多。 Undertaking industrial transfer there are more opportunities for 4、人才技術流動自由便捷。 Talent technology flows free and convenient高鐵消費人群的特點1、主要針對的人群都是文化高、學歷高、收入中等偏上的高端客戶，因為一般來說打工、中低收入的人群是不會坐比火車貴3.5倍這么高價格的高鐵，除非是過年等，沒票、沒車的特殊情況。 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、人群相對比較的集中，一般情況下每天都有6-8萬人。2010年國慶期間，每天發(fā)送旅客達16萬人次。 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、都是比較樂意消費的人，是愿意用金錢換時間的商務人士或是旅游者。 People are more willing to consumption, is willing to trade money for time business people or tourists品牌服裝營銷渠道存在的問題分析1、經(jīng)銷商與企業(yè)分離，營銷風險較大 Deal

5、ers and corporate separation, marketing at greater risk 2、惡性競爭嚴重，導致微利甚至虧損 Serious malignant competition, lead to profit or loss 3、營銷渠道單一，營銷策略落后 Single marketing channels and marketing strategies behind探究內(nèi)容出發(fā)點從服裝品牌的行銷策略整體出發(fā)從服裝店鋪的性質和設計出發(fā)從店鋪銷售人員出發(fā)從消費者出發(fā)從客戶管理關系出發(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、采用問卷調(diào)查 Using a questionnaire survey2、訪談（包括對店鋪調(diào)查、消費者訪談，以及

7、管理人員的訪談） Interviews ( including shop survey, consumer interviews, as well as managers of the interview )3、實地調(diào)研（西安北客運站） Field research問卷調(diào)查設計及內(nèi)容通過定量與定性兩種方法設計問題，具體分為兩部分的問卷調(diào)查：1、主要是針對高鐵商鋪的調(diào)查問卷（內(nèi)容主要包括：高鐵商圈的租金、地段選擇、地段與銷售業(yè)績的關系、店鋪大小、商品種類、商品價格、品牌價值、顧客選擇、客戶管理等等）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、針對高鐵商圈的客戶問卷調(diào)查。主要內(nèi)容包括：客戶的知識經(jīng)濟水平調(diào)查、客戶性別、客戶消費習慣、消費喜好等等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.選擇問卷調(diào)查的原因1、問卷法節(jié)省時間，經(jīng)費和人力 Questionnaire method to save time, money and manpower2、問卷法調(diào)查結果容易量化 Questionnaire survey results easier to quantify3、便于統(tǒng)計處理和分析 For statistical processing and analysis4、可進行大規(guī)模的調(diào)查 Can undertake large-scale survey探討如何將服裝品牌營銷與高鐵商圈的特征、優(yōu)勢結合起來？通過研究方法與結論怎樣才能做到服裝店鋪利益最大化？How will the clothing brand marketi