摘 要随着我国经济的不断发展，服装市场竞争俞来激烈，但服装行业频繁出现同质化现象，要想在激烈的市场竞争中突出重围，就必须制定合理的市场营销策略，其中促销策略就显得十分重要。本文以江南布衣品牌为例，通过查询相关资料和数据，对目标消费者进行分析同时对江南布衣的促销策略及改进方案进行研究，希望在对江南布衣现有促销策略进行调查与研究分析的基础之上，针对江南布衣在扩大市场份额、提高市场竞争力中出现的问题，提出合理的促销策略改进方案，并对更多的服装品牌的发展提供进一步的理论支持。关键词：江南布衣，促销策略，服装AbstractWith the continuous development of China's economy, the competition in the clothing market is fierce, but the homogenization phenomenon frequently occurs in the clothing industry. In order to highlight the encirclement in the fierce market competition, it is necessary to formulate a reasonable marketing strategy, in which the promotion strategy is very important.Taking Jiangnan cloth clothing brand as an example, this paper analyzes the target consumers and studies the promotion strategies and improvement plans of Jiangnan cloth clothing by querying the relevant materials and data. Based on the investigation and analysis of the existing promotion strategies of Jiangnan cloth clothing, the aim of this document is to solve the problems of Jiangnan clothing by increasing market share and improving competitiveness in the market, and it presents the programme for improving Li's strategy for self-promotion and to provide further theoretical support for the development of more clothing brands.Key words：JNBY, Promotion strategy, Clothing目 录摘 要.....................................................................IAbstract.................................................................II前 言.....................................................................11 绪论....................................................
