高铁时代服装品牌行销策略及研究方法.ppt

1、高铁时代-服装品牌行销策略及研究方法High-speed rail era-fashion brand marketing strategy&study,组员：段清阳 杨欢欢 曹亮 张茜 范兆莉 主讲人：范兆莉,高铁商圈的性质与特点,高铁商圈自身的特点 1、区位交通优势更加突出。 Regional transportation advantages have become more prominent. 2、经济发展环境明显改善。 Significant improvement in the economic development environment 3、承接产业转移机会增多。 Unde

2、rtaking industrial transfer there are more opportunities for 4、人才技术流动自由便捷。 Talent technology flows free and convenient,高铁消费人群的特点 1、主要针对的人群都是文化高、学历高、收入中等偏上的高端客户，因为一般来说打工、中低收入的人群是不会坐比火车贵3.5倍这么高价格的高铁，除非是过年等，没票、没车的特殊情况。 Aimed primarily at people is a high-culture, education, and income above average hig

3、h-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、人群相对比较的集中，一般情况下每天都有6-8万人。2010年国庆期间，每天发送旅客达16万人次。 Population is relatively concentrat

4、ed, normally every day there are 680,000 people, 2010 national day period, the visitors reached 160,000 visitors a day. 3、都是比较乐意消费的人，是愿意用金钱换时间的商务人士或是旅游者。 People are more willing to consumption, is willing to trade money for time business people or tourists,品牌服装营销渠道存在的问题分析,1、经销商与企业分离，营销风险较大 Dealers a

5、nd corporate separation, marketing at greater risk 2、恶性竞争严重，导致微利甚至亏损 Serious malignant competition, lead to profit or loss 3、营销渠道单一，营销策略落后 Single marketing channels and marketing strategies behind,探究内容出发点,从服装品牌的行销策略整体出发 从服装店铺的性质和设计出发 从店铺销售人员出发 从消费者出发 从客户管理关系出发,Inquiry contents starting point,Proceed

6、ing from the garment brand marketing strategy as a whole Proceeding from the nature and design of the clothing shops Proceeding from the stores sales Proceeding from the consumer Proceeding from customer relationship management,研究方法（Research methods）,1、采用问卷调查 Using a questionnaire survey 2、访谈（包括对店铺调

7、查、消费者访谈，以及管理人员的访谈） Interviews ( including shop survey, consumer interviews, as well as managers of the interview ) 3、实地调研（西安北客运站） Field research,问卷调查设计及内容,通过定量与定性两种方法设计问题，具体分为两部分的问卷调查： 1、主要是针对高铁商铺的调查问卷（内容主要包括：高铁商圈的租金、地段选择、地段与销售业绩的关系、店铺大小、商品种类、商品价格、品牌价值、顾客选择、客户管理等等）,Mainly for high-speed rail shops q

8、uestionnaire ( 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、针对高铁商圈的客户问卷调查。主要内容包括：客户的知识经济水平调查、客户性别、客户消费习惯、消费喜好等等 Aiming at the high-speed rai

9、l business customer questionnaire. The main contents include: customer knowledge economy level survey, customer sex, consumer behavior, consumer preferences etc.,选择问卷调查的原因,1、问卷法节省时间，经费和人力 Questionnaire method to save time, money and manpower 2、问卷法调查结果容易量化 Questionnaire survey results easier to quantify,3、便于统计处理和分析 For statistical processing and analysis 4、可进行大规模的调查 Can undertake large-scale survey,探讨,如何将服装品牌营销与高铁商圈的特征、优势结合起来？通过研究方法与结论怎样才能做到服装店铺利益最大化？ How will the clothing brand marketi