七匹狼男装营销策略研究摘要近年来，随着国民经济的持续快速发展以及全球经济的一体化，国内的服装需求及服装出口呈现迅猛增长态势，我国的服装行业得到了迅速发展。很多国外服装品牌进入国内市场，使得国内服装市场的竞争日益激烈，特别是男装市场面对激烈的竞争，国内的服装企业要想赢得竞争，要想维持和提高自己的市场份额营销战略的制定和实施就变得尤其重要。七匹狼公司主要从事男装生产和经营，经过十几年的发展，取得了不俗的业绩。但随着公司经营规模的进一步扩大，公司在营销策略方面的问题开始凸现出来。论文在这样的背景下对七匹狼男装宏观环境和行业环境进行了分析，同时利用SWOT分析方法对七匹狼男装的营销环境进行了分析。最后论文提出了七匹狼男装组合营销策略。具体包括产品策略、价格策略、促销策略、渠道建设策略。关键词：七匹狼男装，市场营销，营销环境，SWOT，组合营销ResearchofMensevenwolves’MarketingStrategyABSTRACTInrecentyears,withsustainedandrapiddevelopmentofthenationaleconomyandglobaleconomicintegration,domesticdemandforclothingandapparelexportsshowedarapidgrowth,China'sgarmentindustryhasbeendevelopingrapidly.Manyforeignclothingbrandstoenterthedomesticmarket,thedomesticapparelmarketincreasinglycompetitive,especiallythemen'smarket,thefaceoffiercecompetition,thedomesticgarmententerprisesinordertowinthecompetition,inordertomaintainandimprovetheirmarketshare,marketingstrategydevelopmentandimplementationhasbecomeparticularlyimportant.Sevenwolvescompaniesprincipallyengagedinthemen'sproductionandmanagement,aftertenyearsofdevelopment,andachievedgoodresults.Withthefurtherexpansionofbusinessscale,thecompanymarketingstrategyissuesstandout.Papersevenwolfmen'smacroenvironmentandindustryenvironmentinthecontextofthisanalysis,SWOTanalysismarketingenvironmentofthesevenwolvesmen.Finallythepaperpresentssevenwolfmen'scombinedmarketingstrategy.Includingproductstrategy,pricingstrategy,marketingstrategy,channelbuildingstrategy.Keywords:Mensevenwolves,Marketing,marketingenvironment,SWOT，Combinationofmarketing.目录摘要..............................................................IABSTRACT...........................................................II目录............................................................III1企业市场营销理论综述..............................................11.1市场营销组合理论..............................................11.2市场竞争理论..................................................11.3市场细分及目标市场理论........................................22七匹狼男装营销环境分析............................................42.1宏观环境分析..................................................42.2行业环境分析..................................................52.3七匹狼男装目标市场定位与细分.................................103七匹狼男装营销策略现状及存在的问题...............................113.1七匹狼男装营销现状...........................................113.2七匹狼男装营销存在的问题.....................................124七匹狼男装营销现状的SWOT分析....................................144.1竞争优势分析.................................................144.2竞争劣势分析.................................................154.3竞争机会分析.................................................164.4面临的威胁分析...............................................175七匹狼男装营销策略...............................................185.1产品策略.....................................................185.2价格策略.................................
