摘要
在老年人的服装需求日益强劲的今天,我国老年服装市场的状况却不容乐观:一方面是相当数量的老年人抱怨买不到合适的服装;一方面是商家埋怨开发老年服装利润少,易积压,存在"卖衣难"现象。本文针对这种现状,从老年服装的供需矛盾出发,引入了老年服装品牌的概念,从市场细分的角度分析了老年服装存在的问题,探讨了如何在老年服装品牌开发中运用STP营销策略进行市场细分,目标市场选择和市场定位的问题,结合老年服装市场的具体情况给出了一些建议。
Nowadays, the need of the aged for clothing is enlarging. However, the development of the market in our country is slow. There is a situation in the market——many old people complain that they can't find satisfied clothing in the market, at the same time, the sellers find that the clothing for the aged don't sell very well. Aiming at this situation, the paper analyses the issues existing in the aged clothing market and discusses how to use the STP market mode to develop the aged clothing market. According to the market, the paper gives some suggestions for the corporation.
