名牌服装的市场竞争策略和目标——关于ABC的市场调查报告

COMPETITIVE STRATEGIES AND MARKET GOAL FOR FAMOUS BRAND CLOTHING——A Market Research Report about ABC

本文通过对上海市区九个商业区的1800名消费者和分布于五个不同商业区内光顾ABC专卖店的510名消费者的随机抽样问卷调查,归纳了上海市民在服饰消费方面的年龄特征、学历特征、职业特征、收入特征和性别特征,以及上海消费者与外地消费者在服饰消费上的一些主要差异。同时本文还对上海服装市场中主要休闲装品牌的知名度和市场占有率进行了分析和比较研究。在此基础上,从营销学4Ps的角度对名牌服装的市场竞争策略和目标做了系统分析,提出要实现名牌服装战略,必须在细致而深入的市场调研的基础上,采用适合于当地消费者特征的营销组合策略。

This article investigated 1800 consumers randomly sampled among nine different downtowns in Shanghai and 510 consumers in ABC Chain Stores which are distributed over five main downtowns by questionaire. The results showed consumers' features of age, education, occupation, income and sex as well as the main differences between Shanghai consumers and those from other cities about clothing consuming At the same time, the article analysed the notability and the market share about four famous brand casual clothing. The author analysed systematically how the clothing companies with famous brand use competitive stategies and select target market. The conclusion is that any company which wants to be welcomed by most of consumers should firstly make a thoroughgoing investigation and study of market, then work out the marketing strategies adapted to the local consumers.