Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

The research and application of product planning under SPA mode

Author ChenNa
Tutor XiaFan
School Zhejiang University of Technology
Course Art of Design
Keywords SPA product model planning characteristics analysis methodand operation case analysis and application
CLC F274
Type Master's thesis
Year 2012
Downloads 39
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Base on the research background of the inheritance and development of the SPA and the research foundation of the SPA product planning, this paper discusses the problem that the domestic garment industry products can’t quickly meet consumer demand. The paper wants to solve it. Through the Metersbonwe case analysis, the paper evaluates feasibility of SPA product planning and applicate the result of paper in SPA model enterprise practice. Research work includes three aspects, as follows:Theory constructionWith the development of the fast fashion, It having got brilliant achievement in China. People pay attention to SPA business mode. In China, many of brands follow such pattern. But how to use of such model and how to analysis different consumer market characteristics in SPA, SPA product planning and practice still study in exploration from product planning aspects. In view of this point, base on the research background of the inheritance and development of the SPA and combine with consumer market. Through study and practice in a half of year, this paper summarizes a complete product planning system that it from product planning to intelligence and information.Application researchFrom the theory and practice perspective, the paper takes Metersbonwe as a case to study the SPA product planning natures, effects, contents, forms and rules. The paper takes consumer research, product structure and terminal image combination aspects to analysis feasibility method. For the SPA product planning operation put theoretical construction and feasible basis.Operating practice Base on SPA product planning operation as theoretical research and take Metersbonwe brand analysis as argument emphasize practical application of SPA product planning. From aspects of X brand product positioning, X brand product planing, product planning technological process, X brand product research and development, X brand product planning implementation and XLbrand product planning roll,the paper has finished SPA product planning research and practical demonstration.

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