I
摘要
21世纪，互联网的快速发展改变了人们的购物习惯，网络购物的兴起对线
下服装零售业造成了巨大冲击，在互联网时代，传统服装零售业如何寻找新的
发展机会成为了亟待解决的问题。“新零售”这一概念的提出，给传统服装零
售企业指明了新的发展方向。“新零售”的特点是线下（Offline）企业拓展到
线上（Online），线上企业回归到线下，再加上现代物流（Logistics），三者组成
新零售，这对于传统服装零售业无疑是一场机遇。“新零售”的发展模式有助于
不断提高消费者的消费体验，不仅能够满足消费者的消费需求，促进消费者的
消费升级，传统服装零售企业也可以借此将线下店铺拓展到线上，同时构建属
于本企业的现代物流，通过调整和改进营销战略，成为新型零售企业，获得竞
争优势
本文的研究对象是内蒙古卓誉工贸有限公司（以下简称卓誉工贸公司）所
开设的鄂尔多斯专卖店，研究目标是“新零售”背景下卓誉工贸公司经营鄂尔
多斯专卖店的营销策略提升措施。卓誉工贸公司成立于2015年，主要销售羊毛
等原料，及羊毛服装、服饰、羊绒制品等纺织品。卓誉代理2个品牌，分别是
鄂尔多斯羊绒和卡尔丹顿的正装以及高尔夫系列产品，依据这两个品牌，卓誉
工贸公司一共经营着十五家门店，主要分布和销售区域是内蒙古自治区的首府
呼和浩特市
卓誉工贸公司跨区域代理经营服装品牌，是一家以代理国内高档品牌服饰
为主营业务的公司。然而现阶段卓誉工贸公司在中国东部地区和国际上的知名
度并不高、没有形成自己的核心竞争力，希望通过本研究，找到适合卓誉工贸
公司的营销策略组合，提高知名度，进入东部市场和国际市场
本文是一篇以卓誉工贸公司所经营的鄂尔多斯专卖店为案例的研究论文
第一部分介绍本文的研究背景和意义、研究内容和所利用的研究方法。第二部
分则利用竞争战略理论、行业生命周期理论、SWOT分析法、PEST分析法以
及五种力量分析法等理论及方法分析卓誉工贸公司的营销环境，具体来说，利
用SWOT分析法分析卓誉工贸公司的优势和劣势、机会和威胁；用PEST分析
法分析其所处的外部环境；用五种力量分析法分析其所处的行业环境；用行业
II
生命周期理论分析公司所在行业所处的生命周期阶段。通过上述全面环境的分
析，得到了卓誉工贸公司包括价格策略、产品策略、渠道策略及促销策略在内
的营销策略组合的提升及保障措施。本文的主要研究目的则是希望通过分析公
司所处的环境分析营销策略措施的改进，对本企业提升营销策略起到积极作用，
同时也对传统服装零售企业开展营销提供一些思路
关键词：新零售；羊绒品牌代理；营销策略
III
Abstract
In the 21st century, the rapid development of the Internet has changed people's
shopping habits. The rise of online shopping has caused a huge impact on the offline
clothing retail industry. How the traditional clothing retail industry finds new
development opportunities in the Internet era has become an urgent problem to be
solved. The concept of new retail has pointed out a new direction for traditional
apparel retailers. “New Retail” is characterized by online business expansion to
offline, online business return to offline, online, offline and modern logistics to form
new retail, which is no doubt for the traditional clothing retail industry The new
retail development model helps to continuously improve consumers' consumer
experience. It can not only meet consumers' consumer demand, but also promote
consumer escalation. It is an opportunity that traditional clothing retailers can use
this to expand offline stores to online and build modern logistics that belongs to the
company. By adjusting and improving their marketing strategies, they can become
new-type retailers and gain competitive advantage.
This article is a case study marketing strategy research paper. The research
object is the Erdos store opened by Inner Mongolia Zhuoyu Industry & Trade Co.,
Ltd. (hereinafter referred to as Zhuoyu Industry & Trade Company). The research
goal is to enhance the marketing strategies of Ordos Stores under the “new retail”
background. Zhuo Yu Industry & Trade Co., Ltd. was established in May 2010,
mainly selling raw materials such as wool, wool clothing, apparel, cashmere
products and other textiles. The company is represented by two brands, namely
Ordos Cashmere and Cardinton's suits and golf products. According to these two
brands, Zhuo Yu Industry and Trade Co., Ltd. operates a total of 15 stores, the main
sales area is the capital of Inner Mongolia Autonomous Region, Hohhot city.
Zhuo Yu Industry and Trade Co., Ltd. cross-regional agency clothing brand, is
a company to act as the main business of domestic high-end brand apparel company.
However, at this stage, Zhuoye Industry & Trade Co., Ltd. is not well-known in。