品牌服装企划课程的市场研究实训设计

Market Research Training Designed of Clothing Brand Planning Program

随着服装品牌的日益增多，服装消费者的购买选择越来越丰富，对于品牌暇装的购买也目趋理性，品牌服装的运营上面临日益强烈的竞争。在此背景下，如何进行市场研究，以为目标消费者提供更符合愿望的商品，成为品牌服装商品企划的原点。本文旨在描述如何在品牌服装商品企划的课程中进行市场营销的实训，以培养具有商品分析预测能力和创意思维的营销人才为教学目标，从市场甄别、市场研究分析等各方面进行思考，探讨如何在教学中引导学生进行市场探索的问题。

With the increasing number of clothing brands, apparel consumers have more purchase options, for the purchase of branded apparel are becoming increasingly rational, lacing increasingly intense competition in the branded apparel operations. In this context, how to conduct market research provided that the target consumer goods more in line with the desire to become the origin of branded apparel merchandising. This paper aims to describe how the marketing of branded apparel merchandising in the course of training, to train with the product analysis and forecasting ability and creative thinking marketing professionals as teaching objectives, from all aspects the market screening, market research and analysis, thinking, explore how to guide students in teaching marketing to explore the issue.