摘要:目前我国男装行业的竞争日益激烈，很多企业都出现亏本情况。但海澜之家旗下的百衣百顺江阴店，近几年凭借其独特的自选式购衣方式和科学的营销方法实现业绩稳中有升，2015年销售额达到600多万元。本文通过分析百衣百顺江阴店的营销现状，探讨现如今服装行业在巨大的市场压力下，百衣百顺江阴店在产品策略、价格策略、渠道策略和促销策略方面的独特做法，取得优异成绩。但同时也有许多不足和需要改进的地方，例如产品定位模糊、款式陈旧，价格策略不够灵活，渠道管理不力，促销方式单一等等。针对这些问题，对其产品、价格、促销和渠道方面提出建议。71897

毕业论文关键词：“百衣百顺”，江阴，营销现状，策略

Abstract: Nowadays the competition in the realm of men’s clothing is increasingly fierce and many companies suffer a deficit。 However, a branch of Heilanhome,Baiyibaishun,in jiangyin has in recent years achieved a stable growth in the saleroom through the unique strategy of self-shopping and rational marketing methods。In 2005 the sales reached more than 600 million rmb。This essay deals with how textile industry facing huge pressure in the marketing environment can with the help of unique methods in product strategy,price strategy,place strategy and promotion strategy achieve excellent performances by analyzing the marketing status quo of Baiyibaishun in jianyin。Although there are still shortcomings to be handled,for example,unclear produce positioning outmoded styles,simplex promotion,inflexible price strategy,monotonous marketing channel,those will also be addressed by raising suggestions with regard to the product,price,place and promotion。

Key words: baiyibaishun,jiangyin,marketing situation,strategy

 目录

1  引言 3

2  理论基础 3

2。1  SWOT分析法 3

2。2  营销组合策略 4

3  “百衣百顺”江阴店SWOT分析 4

3。1  优势分析 4

3。2  劣势分析 4

3。3  机会分析 5

3。4  威胁分析 5

3。5  成长型战略分析 5

4  百衣百顺江阴店的营销现状 6

4。1  产品策略现状 6

4。2  价格策略现状 6

4。3  渠道策略现状 7

4。4  促销策略现状 7

5  百衣百顺江阴店营销策略存在的问题 8

5。1  定位模糊，产品陈旧 8

5。2  缺乏灵活的价格策略 8

5。3  渠道管理不力 9

5。4  促销方式单一，缺乏吸引力 9

6  百衣百顺江阴店营销策略的改进建议