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Jingdong book

服装商品企划理论与实务

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服装商品企划理论与实务

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以市场为导向,提升服装品牌运作能力、以服装品牌整体策划为核心,论述服装商品企划内涵、以服装品牌整个运作过程为依据,分析服装产品开发流程。
Content Description

以服装品牌的整体策划为核心,以服装品牌的整个运作过程为依据,以市场为导向,论述服装商品企划的内涵,分析服装产品的开发流程,提升服装品牌运作的能力。服装商品企划是一门综合性较强的学科。具体内容包括服装商品企划的组织运营状况,服装商品企划师的职能和素质要求,目标市场设定及品牌定位,服装产品主题企划、款式企划、色彩企划和面料企划,营销策略及市场调研,终端店铺管理企划等。《服装商品企划理论与实务》结合大量实例、图表说明理论内容,内容生动、形式丰富,使理论对实践更具指导意义。
《服装商品企划理论与实务》既可
Catalogue

基础理论
第一章 服装商品企划概述
第一节 服装商品企划的概念
一、服装商品企划观念的产生
二、服装商品企划的概念
三、服装商品企划的意义
第二节 服装商品企划的组织运营
一、组织的概念及其基本要素
二、服装商品企划的组织结构
三、服装商品企划组织结构类型案例分析
第三节 服装商品企划师的职能
一、服装商品企划师的职责
二、服装商品企划师的素质要求
应用理论
第二章 目标市场设定及品牌定位
第一节 目标市场设定
一、市场细分
二、目标市场定位
三、目标市场策略
第二节 品牌定位
一、品牌的概
Book Abstract

基础理论
第一章服装商品企划概述
商品企划对于中国服装企业而言,还是一个新生事物。许多服装企业家对它的认识还比较模糊,对它的运用也处于尝试阶段。在20世纪60年代,“企划”一词在日本出现,其大意是为了实现希望,预先制订谋略、计划的工作。这种有计划的策划工作能够帮助企业更好实现目标,应对动荡起伏的经济形式,取得优势竞争地位。“企划”大约是1980年在中国开始出现,日本管理咨询专家来中国讲学,具有现代管理意义的“企划”概念开始登上中国的时代大舞台。但在刚刚对外开放时期,中国企业自身的发展还未成熟
Introduction

20世纪90年代以来,中国服装企业面临着巨大的国内、国外市场压力,纷纷开展“品牌”战略。在残酷的“物竞天择,适者生存”的市场竞争中,它们不断借鉴、学习、探索品牌建设的道路。由于种种历史、社会原因,国外服装市场较国内服装市场起步时间早、体系发展成熟完善,服装商品企划就是它们在品牌发展过程中不断完善的科学管理技术。而这种科学、系统的管理技术正是目前中国服装品牌建设中所匮乏的。服装专业院校的学生,是服装企业品牌建设的后备军,应具备服装商品企划方面的专业知识,以满足中国服装业产业升级的需求。
服装商品企划

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