PAGEVII东华理工大学毕业论文题目:中小企业营销战略的现状、问题及对策分析——以普派正装为例EnglishTitle:Themarketingstrategyofsmallandmedium-sizedenterprisesthestatusquo,problemsandCountermeasuresAnalysis--asanexampletopopup学生姓名吴朋朋学号201120430125专业市场营销指导教师文细光职称二零壹伍年六月PAGEII摘要随着我国国内消费能力的不断提升,服装的消费量亦呈快速增长的势态。近年来伴随着服装加工企业不断增加,使得服装行业在国内的销售市场环境变得越来越严峻,竞争越来越激烈。各大服装加工企业在不断的寻求市场的突破口,有的甚至抛弃了以往传统的业务范畴进入新的领域发展,以便在未来的发展中取得有利的市场地位。因此，本文结合普派正装的市场营销策略进行了一系列地研究。本文分析了普派正装在营销过程中，所具备的优势条件，同时针对普派正装在销售过程中，所遭遇的问题提出了相对应的对策。随着电子商务的兴起，本文分析了普派正装传统的销售渠道和销售模式，同时结合电子商务的发展脉络，提出了普派正装未来的电子商务销售模式，指出了未来的具体发展思路。本文以普派正装为例，强调了电子商务销售的发展潜力，同时分析了不同行业在电子商务营销过程中，应当注意的问题，对其他行业具有积极意义。从这个角度上来说，分析研究普派正装的销售模式，对于其他行业同样是具有积极意义的。关键词：普派正装，市场营销，策略AbstractAsChina'sdomesticconsumptioncapacityofcontinuousimprovement,consumptionofclothingalsoshowedrapidgrowthtrend.Inrecentyears,alongwiththegarmentprocessingenterprisescontinuetoincrease,thegarmentindustrysalesinthedomesticmarketenvironmenthasbecomemoreandmoreserious,moreandmoreintensecompetition.Thegarmentprocessingenterprisesintheconstantlyseekingabreakthroughinthemarket,someevenabandonedthetraditionalbusinessintonewareasofdevelopment,inordertoobtainafavorablepositioninthemarketinthefuture.Therefore,themarketingstrategybasedonthePopeyedressconductedaseriesofstudies.Thispaperanalyzedthegeneralsentforwardinthemarketingprocess,advantageconditions,atthesametime,Popeyedressinthesalesprocess,encounteredproblemsputsforwardcorrespondingcountermeasures.Withtheriseofe-commerce,thispaperanalyzesthegeneralsentforwardtraditionalsaleschannelsandsalesmodel,combinedwiththedevelopmentofelectroniccommerce,putsforwardPopeyedresspatternoffuturesalesofelectroniccommerce,pointedoutthefuturedevelopmentideas.BasedonthePopeyedressasanexample,emphasizesthedevelopmentpotentialofe-commercemarketing,andanalysisofdifferentindustryine-commercemarketingprocess,shouldpayattentiontotheproblem,andhaspositivesignificanceforotherindustries.Fromthispointofview,analysisofPopeyeform