浅谈服装业的营销策划

工商管理论文编号:GS168  论文字数:17127,页数:21 附任务书,开题报告,文献综述

目    录
1  前言 1
 1.1选题背景及意义 1
 1.2研究方法与思路 2
 1.3创新之处 2
2  市场管理的理论基础 3
 2.1管理的定义 3
 2.2商品批发市场的地位和作用 3
 2.3市场管理的方法与手段 4
3新华集贸市场简介以及目前面临的发展形势 6
 3.1新华集贸中心市场概况 6
 3.2我国大型批发市场的发展前景以及新华集贸中心市场的发展定位 8
4新华集贸中心市场目前存在的问题 10
 4.1从整体情况来讲 10
 4.2具体表现在 10
5如何促进新华集贸中心未来繁荣发展 12
 5.1加快市场升级改造，促进市场繁荣发展，提升市场整体形象 12
 5.2强化责任落实，确保市场安全稳定 14
 5.3推动市场升级改造，加快市场信息化建设，积极发展电子商务 15
 5.4规范市场管理服务，提升市场品牌价值 16
 5.5发展产地辐射型市场与商品聚集型市场并重，夯实市场基础 17
 5.6完善市场国有资产监管体制，提高国有资产运营效益 18
 5.7具体工作分配(见附表1) 18
6 结论与展望 19
参考文献 22
致    谢 23

摘    要

 新华集贸中心市场是一个适应各类消费层次需求的以纺织服装类和电子信息类产品为经营主体的超大型专业批发市场。多年来，新华集贸中心市场管委会不断完善设施，强化规范管理，发展成为中国十大批发市场之一、中国五星级商品交易市场、中国品牌市场基地。近年来，受投资利益影响，投资商对市场配套功能建设投入不大，致使整个市场配套功能建设远远滞后于市场发展；受资金影响，市场在整体形象包装宣传上投入不足，制约了新华集贸中心市场品牌知名度的提高；市场国有资产监管体制有待进一步完善，运行效益有待进一步提高。
 依据市场发展现状和所面临的新形势，紧紧围绕市、区关于华北重要商埠建设的定位，拟定新华集贸中心市场下一步发展思路为：按照建设华北重要商埠核心区的发展定位，加快新华集贸中心市场升级改造调整创新步伐，进一步提升市场规模档次，完善市场配套功能；优化经营定位，创新交易业态；倡导诚信经营，创建品牌市场；发展产地型市场，强化商品聚集功能；加快市场信息化建设，积极发展电子商务，逐步建成集商品展示、批零贸易、商务洽谈和网上交易于一体的现代化商贸中心。勇于面对新形势，不断开拓新思路，全力采取新举措，再创市场新辉煌。

关键词  ：市场管理；优化经营；繁荣发展

Abstract

 Xinhua central market is a fair trade to adapt to various types of consumer-level demand for textiles and clothing and electronic information products for the operating body of the large wholesale market. Over the years, Xinhua fair trade center market continuously improve the CMC facilities, strengthening standardized management, developed into one of China's top ten wholesale markets, the Chinese star commodity trading markets, the market base for Chinese brands. In recent years, investment interest by the impact of investors into the market is not supporting functional building, causing the market matching function construction lagged far behind market development; by the financial implications, the overall image of the packaging market in the lack of publicity on the investment, Xinhua restricted set of Trade Center market increased brand awareness; market state-owned assets supervision and management system should be further improved, running efficiency to be further improved.     According to market situation and face the new situation closely around the city, district important trading port on the north building orientation, development of fair trade center market, Xinhua ideas for the next stage of development: an important commercial port in North China in accordance with building the core area of development, positioning, speed Xinhua Fair Trade Centre, the pace of market innovation and adjustment upgrading to further improve market grade, improve the market matching function; optimize the business location, innovative trading Yetai; advocate honesty, creating brand market; the development of origin-based market, strengthening commodity aggregation; accelerate market information construction, and actively developing e-commerce, and set up product display, retail and wholesale trade, business and online trading in one of the modern business center. Courage to face the new situation, and constantly explore new ideas, best to take new measures to scale new market new glory.
Key words: Marketing Management   Optimize the business   Prosperity