我国服装外贸企业的SWOT分析与视觉营销策略

SWOT Analysis and Visual Marketing Strategy of China’s Garment Foreign Trade Enterprises

服装外贸是我国对外贸易的重要产业类型,亦是目前国民经济发展的关键动力。伴随着国际经济一体化与全球服装产业竞争的加剧,我国服装外贸企业的内外部环境均发生了巨大变化。国际服装外贸企业的竞争逐步由产品设计、生产加工等向市场营销转变,尤其是视觉营销。因此,本文以我国服装外贸企业及其视觉营销为研究对象,首先,概述了视觉营销的概念与作用;然后,根据SWOT理论系统性分析了服装外贸企业的优势、劣势、机会与威胁;最后,指出了服装外贸企业的视觉营销策略。

Clothing foreign trade is an important industry type of China＇s foreign trade, and it is also the key driving force for the development of the national economy. With the integration of international economy and the intensification of competition in the global clothing industry, the internal and external environment of China＇s garment and foreign trade enterprises have changed greatly. The competition of international clothing and foreign trade enterprises is gradually changed from product design, production and processing to marketing, especially visual marketing. Therefore, based on China＇s foreign trade clothing enterprise and its visual marketing as the research object, firstly introduces the concept and function of visual marketing,then according to the SWOT theory of systematic analysis of the advantages and disadvantages, opportunities and threats of foreign trade clothing enterprises, and finally points out the visual marketing strategy of foreign trade clothing enterprises.