I摘 要中国是一个拥有 14 亿人口的大国，是世界上最大的服装消费国和生产国。现有服装行业营销模式存在诸多问题，包括消费者的个性化需求与服装行业的标准化生产之间的矛盾，代理商层层加价定价模式与消费者支出成本的矛盾，生产和销售方库存积压和资金占用、以及消费者网购服装的感知风险等。量品作为服装行业一员，成立以后就以 C2M 营销模式为企业核心，利用互联网+个性化定制，可以解决上述问题，在服装行业竞争日益激烈的今天，不断发展壮大，如今已成为服装行业 C2M 模式领域的佼佼者。本文以量品公司 C2M 营销模式为研究对象，通过大量的文献研究、数据分析、对比分析等方法，应用 C2M 模式理论、大规模定制理论、互联网+战略、蓝海战略，利用 STP 分析、分析了量品公司 C2M 营销模式的市场细分、目标市场选择和市场定位，利用 4P 营销理论，分析了量品公司的产品策略、价格策略和宣传推广策略。本文详细的分析并研究量品公司的客户端模式和工厂端模式，为解决现有营销模式的问题提供新的思路，对于如何使我国服装业走出困境，实现长久的盈利具有实际意义，为业内公司营销模式创新提供借鉴。关键词: C2M 营销模式；服装定制；互联网+IIAbstractChina is a large country with a population of 1.4 billion and the largest clothing consumer and producer in the world. There are many problems in the marketing mode of the clothing industry, including the contradiction between the personalized demand of consumers and the standardized production of the clothing industry, the contradiction between the pricing mode of increasing price at each level of agents and the cost of consumers' expenditure, the overstock of inventory and capital occupation of producers and sellers, and the perceived risks of online shopping of clothing by consumers. As a member of the clothing industry, C2M marketing model has been the core of the enterprise since IODER establishment. The Internet plus personalized customization can solve the above problems. Nowadays, with the increasingly fierce competition in the clothing industry, IO...
