PaulFrank（大嘴猴）是和 Calvin Klein 齐名的国际知名国际品牌。它以色
彩缤纷、时尚感吸引大量狂热粉丝，成为一个全球化的流行潮流品牌，已在全世
界超过 3000 家店铺，商品有效的植入了各种热播的影视作品，成为众多明星大腕
的宠儿，在世界各地大受广泛欢迎
本文共 5 章：第 1 章为本文的研究背景与意义；第 2 章简要介绍了本文使用
的相关理论概述；第 3 章对互联网市场环境下 PaulFrank 中国区市场营销环境进
行分析；第 4 章对 PaulFrank 中国区营销策略现状进行分析，归纳现存的问题以
及形成问题的原因；第 5 章结合 PaulFrank 中国区市场营销策略的现实问题，提
出对 PaulFrank 中国区市场营销策略的具体建议以及优化方案，包括新营销策略
的制定、线上与线下营销冲突的解决方案、线下终端品牌效应的提升、线上网络
营销新策略、新加盟方案制定、品牌宣传策略的优化等
本文主要通过对 PaulFrank 中国区营销策略进行研究，结合互联网市场环境
下服饰行业的实际，研究分析老式营销策略造成的滞后性、网购时代营销体系组
织架构与考核标准造成的冲突、品牌效应线下提升重视程度不足、网络营销缺乏
整体规划性、传统加盟政策的制约性、较为单一的品牌宣传策略造成影响等问题
及产生根源，从而提出符合 PaulFrank 中国区实际的相应策略
关键词：品牌运营；营销策略；潮牌服装；网络销售ABSTRACT
Development of the era, Especially with the rapid development of the Internet,
now people&39;s standard of living has improved rapidly, changes in lifestyle have greater,
shopping method is no longer as before, must carry on the related transactions in the
market, more and more relying on the network. This article through to the Internet
market environment PaulFrank China marketing strategy the main existing problems
were analyzed, and combined with practical work experience, put forward in
accordance with the marketing of the new strategy.
PaulFrank (big mouth monkey) and Calvin Klein eponymous international
well-known international brands. It attracts a large number of fans with colour profusion,
fashion sense and become a global fashion brand, has more than 3000 stores all over the
world, goods effectively implanted with a variety of popular film and television works,
has become the darling of the numerous stars, large widely welcome all over the world.
In this paper, a total of five chapters: chapter 1 of this article research background
and significance; Chapter 2 introduces in this paper, using the related theory overview;
Chapter 3 PaulFrank China under the market environment of the Internet marketing
environment analysis; Chapter 4 analysis about the present situation of PaulFrank China
marketing strategy, summarized the existing problems and developing the cause of the
problem; In chapter 5, China marketing strategy of combining PaulFrank realistic
problem, put forward concrete Suggestions for PaulFrank China marketing strategy and
optimization scheme, including the formulation of new marketing strategy, online and
offline marketing of the conflict solution, offline terminal brand promotion, new online
network marketing strategy, the design of new signing, brand promotion strategy
optimization, etc.
This article mainly through to the PaulFrank China marketing strategy is studied,
according to the reality of the Internet apparel industry under the market environment,
the research and analysis the old marketing strategy of hysteresis, the era of online
marketing system structure and evaluation criteria of value conflict, brand offlinepromotion, inadequate planning on the whole network marketing and traditional joining
policy conditionality, is relatively single brand publicity strategy problem such as
impact and produce roots, which accords with the practice of China PaulFrank
corresponding strategies are put forward.
Key words: Brand operation; Marketing strategy; Popular logo clothing; The network
marketing目 录
第 1 章 绪论 ......1
1.1 研究背景与意义 ........... 1
1.1.1 研究背景1
1.1.2 研究意义1
1.2 国内外研究综述 ........... 2
1.2.1 国外研究综述 .... 2
1.2.2 国内研究综述 .... 2
1.3 研究内容与研究方法 ... 3
1.3.1 研究内容3
1.3.2 研究方法3
1.4 创新点 ... 4
第 2 章 相关理论概述 ..5
2.1 营销策略的概念及内涵 ........... 5
2.2 TOC 营销策略理论..... 5
第 3 章 互联网市场环境下 PaulFrank 中国区市场营销环境分析....7
3.1 宏观环境分析 ... 7
3.1.1 政策环境分析 .... 7
3.1.2 经济环境分析 .... 7
3.1.3 网络技术环境分析 ........ 7
3.1.4 社会文化环境分析 ........ 8
3.2 微观环境分析 ... 8
3.2.1 市场需求分析 .... 8
3.2.2 竞争环境分析 .... 9
3.2.3 资源环境分析 .... 9
3.2.4 消费者分析 ........ 9
3.3 互联网市场环境下 PaulFrank 中国区 SWOT 分析.. 103.3.1 企业优势...........10
3.3.2 企业劣势...........11
3.3.3 企业机会...........11
3.3.4 企业威胁...........11
第 4 章 PaulF
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