棉麻服装的目标客户群定位分析

Target Customer Group Positioning Analysis of Cotton and Linen Clothing

随着社会的不断进步和发展,消费者对服装的风格、品味、款式、品牌知名度都有了更高的要求。因此,在我国服装行业急剧扩张的同时,也给服装企业带来了更多的机遇和挑战。从我国棉麻服装行业发展的现状出发,发现我国棉麻服装企业在目标客户群定位方面存在的问题,包括:目标客户群定位不准确,消费群体不明确;品牌定位专业化不足;竞争战略定位同当前棉麻服装行业的竞争环境不匹配等。棉麻服装企业如何在服装市场中生存,同时能够进一步扩大市场份额,也正是文章研究的初衷。文章从目标客户群定位的角度出发,探讨中国棉麻服装行业发展中面临的问题,并针对问题提出建议,帮助企业从以下几方面改进:目标客户群定位要注重品牌文化建设;消费者群体定位清晰化、准确化;品牌定位的准确化;竞争战略定位应该向下倾斜。

With the continuous progress and development of society, consumers have higher requirements for the style, taste, styleand brand awareness of clothing. Therefore, with the rapid expansion of China＇s garment industry, it also brings more opportunitiesand challenges to garment enterprises. The paper starts from the present situation of the development of cotton and linen clothingindustry in China, and finds the problems in the orientation of the target customer groups in China＇s cotton and linen clothingenterprises, including the inaccurate positioning of the target customer group, the uncertainty of the consumer group, the lack ofprofessional brand positioning, the competition strategy positioning and the competitive environment of the cotton and linen clothing industry. How to survive in the clothing market and expand market share is also the original intention of this paper. Fromthe point of view of target customer group positioning, this paper duscusses the problems facing the development of Chinese cotton and linen clothing industry, and puts forward some suggestions to help enterprises improve from the following aspects： the target customer group positioning should pay attention to the construction of brand culture; the positioning of consumer groups isclear and accurate; and the accuracy of brand positioning; the position of competitive strategy should be tilted downward.