I论文题目：华缘服装有限公司营销策略研究摘要随着互联网技术的发展，一批批具有活力的服装企业应运而生。但是一些传统的服装企业却开始遭受一些巨大的打击。在中国服装企业之间都存在各类的激烈竞争。随着电商零售思想的发展，让一些传统的服装企业也开始尝试拓展线上销售渠道。很多传统服装企业开始将线上与线下结合起来以求获得更好的发展，从而开拓更广阔的市场。面对这样的行业背景，服装企业应当根据企业自身情况，做出营销策略的改变。本文结合华缘服装有限公司实际情况进行分析，在充分获得华缘服装有限公司相关信息以后，本篇通过分析华缘服装有限公司的经营业绩，从华缘服装有限公司近几年的销售数据来分析公司的营销现状和利用4P理论、STP理论分析华缘服装有限公司服装的营销现状。再根据华缘服装有限公司的具体状况找出相应的解决对策，以解决其目前待解决的问题为目的。从市场占有、服装品牌、销售渠道和促销方式四个方面进行优化营销设计。【关键词】电商营销策略华缘服装IIAbstractWiththedevelopmentofInternettechnology,anumberofdynamicgarmententerprisesemergeasthetimesrequire.However,sometraditionalclothingenterpriseshavebeguntosuffersomehugeblow.ThereareallkindsoffiercecompetitionamongChinesegarmententerprises.Withthedevelopmentofe-commerceretailideas,sometraditionalclothingenterprisesarealsotryingtoexpandonlinesaleschannels.Manytraditionalclothingenterprisesbegantocombineonlineandofflineinordertogetbetterdevelopment.Soastoopenupabroadermarket.Inthefaceofsuchindustrybackground,clothingenterprisesshouldmakechangesinmarketingstrategiesaccordingtotheirownsituation.Analysisinthispaper,incombinationwiththepracticalsituationofalmsgarmentco.,LTD.,inthefullmarginforChinagarmentco.,LTD.,therelatedinformation,thispaperthroughtheanalysisoftheoperatingperformanceofChinayuanclothingco.,LTD.,fromhuayuanclothingco.,LTD.Inrecentyearsofsalesdatatoanalysisthecompany'spresentsituationandusingthetheoryof4P,STPmarketingtheorytoanalyzeChinaclothingco.,LTDclothingmarketingofthestatusquo.ThenaccordingtothespecificsituationofHuanyuangarmentCo.,LTD.,findoutthecorrespondingsolutionstosolveitscurrentproblemsasthepurpose.Themarketingdesignisoptimizedfromfouraspects:marketshare,clothingbrand,saleschannelandpromotionmethod.【Keywords】electricity;Themarketingstrategy;HuayuanclothingIII目录第1章绪论.........................................................................................................................11.1研究背景...............................................................................................................11.2研究意义...............................................................................................................21.3研究内容...............................................................................................................21.4研究方法...............................................................................................................3第2章营销策略的相关理论概述.....................................................................................42.1市场营销的概念...................................................................................................42.2营销作用及方法..................................................................................................5第3章华缘服装有限公司简介及营销现状.....................................................................73.1公司简介..............................................................................................................
