南京云锦营销环境分析与价值开发建议

Nanjing Brocade's Marketing Environmental Analysis and Development Suggestions

南京云锦拥有灿烂悠久的文化历史,自古以来一直被作为皇家御用丝织品。然而随着社会的进步,大众审美观念的变化,南京云锦的市场价值开发似乎陷入了尴尬的境地。本文从南京云锦所处的营销环境出发,运用改进的SWOT三维分析法、五要素模型等经典管理科学理论,对云锦面临的经营环境进行了深入研究,在此基础上确立了南京云锦的市场定位,并为其未来市场价值开发提出创新性建议。

With a long history and splendid culture, Nanjing brocade had been specially used for royalty from old. However, with the evolution of society and change of public＇s taste, the development of Nanjing brocade is getting into awkward circumstance. This paper proceeds with the marketing environment of Nanjing brocade , employing classical management theories such as improved SWOT three-dimensional analysis, five-factor model to lucubrate the marketing environmental faced by brocade in order to establish its market orientation and to make effective suggestions for its future development.