杭州华美公司是一家从事服装生产和销售的企业,针对国外市场以贴牌加

工为主,而对国内市场,其依靠自己的设计力量,依托绍兴面料市场为其提供

面料,每个季节根据市场的需求设计出新的款式,用自有的生产工厂进行生产,

在其自有的门店和网上进行销售。但在目前服装市场的消费趋势的变化和市场

竞争激烈的环境下,杭州华美公司国内市场产品库存加大,周转时间长,价格

高企,产销模式难以满足顾客多样化的消费需求,使得企业在发展过程中遇到

的矛盾和问题越来越多,公司的发展遇到了瓶颈,公司的发展遇到了阻力,在

现有的经营模式下很难进行可持续发展。

在以顾客为导向的新经济背景下,以顾客为中心的定制营销模式在服装市

场上的优势日趋明显,本文针对杭州华美公司目前服装营销的现状,借鉴定制

营销的理论精髓,对杭州华美公司进行整体研究。同时,通过深入研究国内外

定制营销的成功案例,设计出适合杭州华美公司的定制营销策略,在改善杭州

华美公司经营现状的同时,提升其在市场上的竞争力。

本文首先釆用了 SWOT分析方法全面分析了杭州华美公司的现状,发掘其

目前拥有的优势,同时找出其目前所面临的机遇和挑战。其次,为了提高杭州

华美公司服装定制化营销设计的有效性,在对杭州华美公司自身了解的同时,

采取问卷调查法,通过国内专业的问卷调查网站发布问卷,收集有效信息,通

过分析,借此全面掌握消费者对服装定制的真实需求,为营销策略的设计收集

一手资料。本文对杭州华美公司的营销模式按照当今服装市场的需求进行重新

设计,为了更好地对新的营销策略的实施,还借鉴了德国Spread shirt和法派特

定制营销的成功经验,对杭州华美公司营销策略提出有针对性的完善措施。

本文釆用理论与实践相结合的方法,将定制营销应用到杭州华美公司的营

销策略中,以期本研究能够对杭州华美公司的发展提供有益的参考。

关键词:定制营销,服装营销,服装定制,定制营销设计

ABSTRACT

Hangzhou Huamei is a company who specialize in garment manufacture and sale, to do

OEM for foreign market, and for domestic market, with the support of the design team of its own,

and the fabric supplied from the fabric market of Shaoxing,they provide new designs each

season base on the need of the fashion market, and produce the garments through its own factory,

and sale them in store and on line. But, due to the change of consumer trend on fashion market

and competition become more keen, the company's inventory become bigger, the price go higher,

the turnover last longer than before, the present marketing model hardly to suit the variety need

of the customer, all of these facts caused the dilemma on development of company, and the

company face the bottleneck on development,the company can not develop for further under

present model.

With the new background of the centralization of the customer, the advantage of

customization marketing became obvious on fashion market, this paper based on the present

marketing situation of Hangzhou Huaxnei,drew lessons from the quintessence the customization

marketing theory, made the whole research on Hangzhou Huamei. Meanwhile, after the research

on the successful case of customization marketing, designed the new marketing strategy which

suit Hangzhou Huamei, in order to improve the present situation and its competitive ability on

market.

In this paper, we analyzed the present situation of Hangzhou huamei by SWOT at the

beginning, found the strengths, the weakness, the opportunity and the threats of the company.

Second, to make sure the new designed marketing model to be effectiveness, we used the method

of questionnaire, and collected the data through professional survey website,and got the original

data. Redesigned the marketing model based on present fashion market's need. We drew lessons

from Spread shirt and Fapaite's successful experience on the customization marketing, and also

gave relevant ideas which approach to Hangzhou Huamei's new marketing strategy.

This paper based on the practice and theories, to put the customization marketing into the

marketing strategy of Hangzhou Huaxnei, expect this research can provide useful reference for it.

Key Words: Customization Marketing, Fashion Marketing, Made to Measure,

Customization Marketing Design