市场营销策划书--艾格女装

市场营销策划书-I-市场营销策划书关于艾格女装在萧山市心广场的市场营销策划书姓名施芳芳班级学号市场营销策划书I目录一、企业概况简述······································································-1-二、市场执行概要······································································-1-三、市场营销状况······································································-2-（一）艾格女装市场状况························································-2-（二）艾格女装服装状况························································-2-（三）艾格女装竞争状况························································-3-（四）艾格女装分销状况························································-5-（五）艾格女装宏观环境状况··················································-5-四、SWOT分析问题分析·····························································-5-（一）优势···········································································-5-（二）劣势···········································································-6-（三）机率···········································································-6-（四）威胁···········································································-6-五、目标··················································································-7-（一）财务目标····································································-7-（二）营销目标····································································-8-六、营销战略············································································-8-（一）目标市场····································································-8-（二）定位···········································································-8-（三）产品线········································································-8-（四）定价策略····································································-8-（五）分销渠道····································································-9-（六）宣传广告形式······························································-9-（七）促销方式····································································-9-（八）售后客户服务····························································-10-（九）市场调研···································································-11-七、行动方案···········································································-11-（一）活动概要···································································-11-（二）活动介绍···································································-11-（三）活动地点···································································-11-（五）活动准备··································································-12-（六）特殊说明··································································-12-（七）活动具体安排····························································-12-（八）获奖说明··································································-13-八、财务预算··········································································-13-九、风险控制··········································································-13-市场营销策划书--1--一、企业概况简述艾格(Etam)创建于1916年，创始人MaxLindeman先生开办的第一间以“Etam”为名的零售店在德国柏林开业。到1928年，艾格(Etam)品牌连锁店网络发展到了法国巴黎，第一间艾格(Etam)巴黎点地址位于Saint-Honoré大街376号，艾格(Etam)以此为基地，逐步成为法国乃至欧洲的著名女装连锁店。艾格(Etam)集团自80年代以来，每年营业额的增长率都在两位数以上，并于1997年进入巴黎交易所，成为法国上市公司。法国艾格(Etam)集团已稳步成为一个国际性时装集团。除了法国本土以外，艾格(Etam)在欧洲的英国，比利时，西班牙，德国，意大利，亚洲(中国，日本，沙特阿拉伯，黎巴嫩)以及加勒比沿海国家都有连锁店。艾格(Etam)全球销售网点已超过1000家。Etam集团旗下共有3个时装品牌：Etam、1.2.3、UNDIZ。主打品牌艾格(Etam)以其时尚的风格，变化多样的款式，新颖别致的色彩，合理适中的价格，热情周到的服务成为年轻法国女郎最熟悉，最亲切的品牌。1.2.3则以其高雅的品位，精致的设计备受成功职业女性的青睐。二、市场执行概要(一)商标（二）促销手段艾格女装主要以打折或以满就减得促销手段来增加销量，从而面向顾客、公众或渠道来进行说服和沟通，有消费引导的作用。所以，艾格女装的促销手段不仅仅只是为了增加销量，促销目标不仅仅局限于销售目标，而是一个更大范围的沟通与传播目标，信息传递的到达率、新产品认知率、品牌的知名度和美誉度的提升、品牌形象与核心价值的强化、老顾客的回头率增强。（三）目标市场艾格(Etam)的女性是20~35岁之间，艾格(Etam)提供优雅、精致、智慧并有舒适度的时装，满足艾格(Etam)女性对时装职业性和时尚度的双重需求，同时价位合理。市场营销策划书--2--三、市场营销状况（一）艾格女装市场状况1．我国服装业的市场状况：我国经济已进入了一个新的经济景气周期，中国经济发展势头良好。有关专家预测2011年我国GDP增长5.5％，各个行业都能从增长中获得收益。GDP增长的巨大惯性会在相当一段时间内发挥作用，中国服装市场显示出巨大的发展后。随着社会的不断进步，女性的消费习惯、结构、观念及消费行为正在发生巨大的改变，越来越多的厂商将目标市场投向女性消费群体，女装市场具有较大的发展空间。目前国际巨头重点进攻的女装“主战场”主要是少女装和熟女装两大块。其中，少女装领域大牌公司云集，竞争最为激烈，如ONLY、ESPRIT、艾格等。少女装在女装销售中的占有率逐年提高，品牌个数也呈现上升趋势。熟女装(又称仕女装)市场也经过了多年的充分竞争，目前市场格局比较稳定，以宝姿、哥弟为代表品牌。时尚知女装是继少女装、少淑装、熟女装之后再次切分了女装市场的蛋糕，女装第四分类。在各大百货公司，这一现象可以得到更为直观的体现。2．艾格女装的规模：自1994年艾格集团在中国开设第一家店铺开始，在16年的时间里，艾格集团在中国的店铺(包括柜台)已经达到2131家，而艾格集团在全球的店铺也不过才3291家，中国市场成为艾格集团利润的主要来源之一。艾格集团半年报显示，2008年上半年艾格品牌时装中国市场销售额7820万欧元，毛利润4040万欧元，中国市场占到销售总额的16%和利润总额的14%。2008年国际金融危机发生以后，中国市场对艾格集团的重要性更加凸显。（二）艾格女装服装状况每一季的ETAM中国都为忠爱“她”的消费者送去无数的惊喜。设立在上海的设计中心，汲取法国的流行讯息并在资深设计师的精心策划下，融合年轻都市女性追求时尚潮流的需要，精心推出了一系列以不同故事为主题、易于搭配的精美时尚服饰。其清新亮丽的色彩，简洁流畅的风市场营销策划书--3--格，使活力自信的你自由地演绎出个人风格。同步地领略巴黎时尚之风。1．艾格女装风格：城市装为主的ETAM延续简洁流畅的线条，采用流行舒适的面料，并适应正装休闲化的趋势，不同质地面料的交叉搭配，使您走出办公室里拘谨的套装，在写字楼里一样光彩照人。2．艾格女装款式：ETAM强调修身合体的造型，精致一流的细节设计如抽绳、珠片、刺绣、印花，创造出不同风格的年轻女孩形象。3．艾格女装面料：轻、薄、柔软成为面料流行的主旨。春夏服装中，沙质大印花面料，绵麻等得到了很好的运用；而秋冬服装又以涂层面料及垂感，手感较好的化纤和纯羊毛为主。4．艾格女装价格：艾格女装的价格对一般的人来说算是中等左右，跟Only女装、ebase女装比较就相对便宜一点。而李宁的目标消费群特征又是20到35岁女性为主，大中城市、崇尚新潮时髦和国际流行趋势。追求新潮时髦的一大部分人会以价格去判断一件衣服的整体，如果价格低了，就会给他们留下低端的印象，对他们来说，这样就不时髦了。而且同时，艾格女装的服饰在搞打折促销的活动中的力度相对大，最低可到5折，所以艾格女装价格合理。（三）艾格女装竞争状况1．同类品牌的竞争同类品牌主要分为三类，分别是国外著名品牌，国内主要竞争品牌和国内其他品牌。1.1国外著名品牌：主要有：Only女装、ebase