摘要随着互联网的迅速发展，线下的服装企业遭遇了重创，而线上的国内外服装品牌竞争愈演愈烈。想要在这么激烈的环境中有自己的一席之地，抢到市场份额是需要做好密切的布局与规划，做出自己品牌的独特性，而占更多的优势。针对中国服装市场的现状，本文以 K 公司为研究对象，以营销理论为指导，通过文献研究法、定性分析法以及统计分析法，主要利用营销战略（STP）和营销策略（4P）对 K 公司的“DK”牌服装进行研究、本文通过研究发现 K 公司“DK”牌女装营销战略问题包括市场细分不够具体、市场定位缺乏独特性；营销策略问题包括产品粘性弱、服装设计周期长、线上营销渠道不够成熟、渠道营销管理不充分、促销方式单一、促销方式比较常规等问题。针对这些问题本文分析了其成因，并进一步提出了符合 K 公司“DK”牌女装发展的营销战略和营销策略优化建议，包括明确细分市场、定位于年轻时尚的品牌、产品部门强化、线上粉丝维护等。本文的研究希望一方面帮助广州 K 公司加快发展速度，另一方面为国内其他类似服装企业的发展提供启示。 关键词：服装企业；营销战略；营销策略AbstractWith the rapid development of the Internet, offline garment enterprises have suffered a heavy blow, and online domestic and foreign clothing brand competition has become increasingly fierce. Want to have a place in such a fierce environment, to capture market share is to need to do a good job of close layout and planning, make their own brand uniqueness, and more advantages. In view of the current situation of China's clothing market, this article takes K Company as the research object, takes the marketing theory as the instruction, through the literature research method, the qualitative analysis method as well as the statistical analysis method, this paper mainly uses the marketing strategy (STP) and the marketing strategy (4P) to carry on the research to K Company's "DK" brand clothing The problems of marketing strategy include weak product stickiness, long fashion design cycle, immature online marketing channel, i...
