中小服装纺织企业市场营销渠道的优化策略探索  

Exploration of optimization strategies for marketing channels of small and medium sized clothing and textile enterprises

作　　者：吴梦帆 Wu Mengfan(Hunan Arts and Crafts Vocational College,Yiyang 413000,China)

机构地区：[1]湖南工艺美术职业学院,湖南益阳413000

出　　处：《纺织报告》2024年第5期28-30,共3页

摘　　要：面对激烈的市场竞争,途径选择和营销战略的更新换代是中小服装纺织企业提高竞争力的重要手段。中小服装纺织企业面临的问题在于如何摆脱过往营销策略的束缚,制定富有弹性的市场应对机制,以此吸引目标消费群体,增加市场份额。传统的营销模式依赖于固定的销售网络和单一的宣传方式,已难以适应当前市场的多变性。在信息化时代背景下,消费者的个性化和多样化需求日益增加,致使中小服装纺织企业亟须对现有营销模式进行优化。优化战略的核心在于通过市场细分,明确目标消费者,对产品进行差异化设计,从而提供贴合市场需求的服装纺织产品。文章研究了中小服装纺织企业市场营销渠道的优化策略,旨在为相关人员提供参考。Faced with the fierce market competition,path selection and updating of marketing strategies are important means for small and medium sized clothing and textile enterprises to improve their competitiveness.The problem faced by small and medium sized clothing and textile enterprises lies in how to break free from the constraints of past marketing strategies and develop flexible market response mechanisms to attract target consumer groups and increase market share.The traditional marketing model relies on a fixed sales network and a single promotional method,which is no longer able to adapt to the variability of the current market.In the context of the information age,the increasing demand for personalization and diversification among consumers has led to an urgent need for small and medium sized clothing and textile enterprises to optimize their existing marketing models.The core of optimization strategy lies in market segmentation,identifying target consumers and conducting differentiated design of products to provide clothing and textile products that meet market demand.This paper studies the optimization strategies of marketing channels for small and medium sized clothing and textile enterprises,aiming to provide reference for relevant personnel.

关 键 词：中小服装纺织企业 市场营销渠道 品牌建设 

分 类 号：J523.5[艺术—艺术设计]