21 世纪皮草行业飞速发展，中国老百姓对于皮草的需求日益加剧，中国一跃成为 世界首屈一指的皮草制造加工基地和消费市场。从消费市场来看，根据中国皮革协会 的数据统计，2018 年国内皮草服饰的市场增速高达 22.4%。数据分析显示，我国居民对 于皮草的需求呈持续增长状态，近年来平均增长速度超过 10%，中国将成为全球最大 的消费市场。从生产的角度来看，中国皮草生产商在全球皮草行业中所占的分量越来 越重，受到国际皮草行业的高度关注。尽管中国的皮草消费市场和生产商都在不断成 熟，且由低端逐渐向中高端迈进，但仍存在大量问题有待解决，尤其皮草经销商的综 合实力普遍偏弱，严重影响整个行业的发展，而皮草的销售环节无疑是确保其价值得 以有效传递的重要渠道。由此有效提升经销商的实力，调整其营销策略是当前亟待解 决的问题。 沈阳皇家贵夫人作为一家皮草销售公司，在东北地区的皮草销售市场已经形成一 定的知名度。2015 年之前，凭借市场需求的膨胀，该公司采用传统薄利多销的营销模 式，获得丰厚利润，实现快速发展。然而，2015 年后市场开始竞争愈发剧烈，该公司 的销售情况变得不容乐观，这主要的原因是该公司的营销策略一直没有更新。目前沈 阳皇家贵夫人面临着内部利润下滑，外部行业竞争加剧等严重问题。在国际经济萧 条，行业环境不景气的情况下，沈阳皇家贵夫人急需重新梳理目标客户群体，制定营 销战略。通过这些方案充分发挥公司自身的内部优势，利用现有的客户体量和品牌优 势，同时对销售渠道进行完善，建立网络渠道，提升公司的市场竞争力，同时也要提 升服务质量，做到给消费者带来更好的产品和提供更加优质的服务。 本文针对沈阳皇家贵夫人的经营环境，采用 PEST 方法进行宏观环境分析，再结 合竞争环境和组织内部环境等分析，使用 STP 分析法对皮草市场分析重新细化，结合 公司优势进行目标市场选择，完成目标市场定位，并围绕产品、价格、渠道和促销四 个方面分别制定具体营销策略。最后，根据公司的销售情况给出一系列的保障机制， 确保公司能够更好地进行销售。通过利用具体的实施方案，企业能够积累大量优质客 户，形成自己的品牌价值。作为直接接触市场的经销商，以客户需求为导向、集中客 户反馈，从而在未来能获得与上游生产商谈判的能力，倒逼上游生产商改革。由生产 商提供的皮草定制、高端成衣、配饰等产品的生产，同时回流支撑企业品牌价值。 关键词，皮草市场；市场定位；营销策略- II - Shenyang Royal Lady Marketing Strategy Analysis Abstract With the rapid development of the leather and fur industry, China has become the largest processing place and the consuming market of the leather and fur in the world. According to the statistics of the Chinese Leather and Fur Association, the purchasing ability of the leather and fur is improving year on year with the development rate of 22.4% domestically. China has been the world’s fastest developing feather and fur market and the emerging consuming market of the luxuries. According to the chairman of the China Food and Livestock Import Commerce Chamber, the statue of the leather and fur industry improved steadily in the recent years, and most of the leather and fur clothing are produced in China. China has been the emerging leather and fur consuming market and brought the new opportunities to this industry in the world with the development rate of 14%. Therefore, it is necessity to improve the competition ability for the marketing companies of the leather and fur clothing. Shenyang Royal Noble Lady Leather and Fur Company is popular in the leather and fur marketing in the northeast district with the well-established management system. The sales amount was decreasing since 2015 because of the unchanged sales strategies. 80% of the income were from the regular customers or the new ones introduced by the regular customers, and only 20% were come from the new developed customers. The large amount of advertising expense did not generate the profits, which meant the marketing plans to the new customers were lacking of purpose and innovation and caused the bad influence on the further operation. It is necessary to adjust the marketing strategy by the specific market positioning to improve the competition, which is significant to the future development. The paper analyzes the marketing environment of Shenyang Royal Noble Lady Leather and the PEST Macro Environment Analysis, and researches the market segmentation, goal, and the positioning by the STP Analysis to make the marketing strategies including products, price, channel, and promotion. At last, the paper offers the supporting methods by the marketing strategy including the proper structure, cost control, and the sales team establishment, to make sure the marketing strategy to be implemented smoothly. Keywords: leather and fur market, market positioning, market strategy- III - 目 录 摘要..............................................................................................................................I Abstract ...............................................................................................................................II 1 绪论............................................................................................................................... 1 1.1 研究背景............................................................................................................ 1 1.1.1 公司简介................................................................................................. 1 1.1.2 营销现状与存在的问题......................................................................... 1 1.2 研究意义............................................................................................................ 2 1.3 研究框架............................................................................................................ 3 2 相关理论综述............................................................................................................... 4 2.1 营销策略理论综述............................................................................................ 4 2.1.1 市场营销概念......................................................................................... 4 2.1.2 STP 理论 ................................................................................................. 5 2.1.3 4P 营销策略............................................................................................ 6 3 沈阳皇家贵夫人市场营销现状分析........................................................................... 8 3.1 外部环境分析.................................................................................................... 8 3.1.1 政治环境分析......................................................................................... 8 3.1.2 经济环境分析......................................................................................... 9 3.1.3 社会文化分析....................................................................................... 11 3.1.4 技术环境分析....................................................................................... 11 3.2 行业竞争环境分析........................................................................................... 11 3.2.1 竞争对手分析......................................................................................... 12 3.2.2 潜在进入者分析................................................................................... 13 3.2.3 替代品分析........................................................................................... 14 3.4 消费者需求分析............................................................................................... 14 3.4.1 消费者需求分类..................................................................................... 15 3.4.2 消费者需求特征分析............................................................................. 15 3.4.3 消费者行为分析................................................................................... 17 3.5 内部环境分析................................................................................................... 17 3.5.1 人力资源分析....................................................................................... 17- IV - 3.5.2 营销能力分析....................................................................................... 18 3.5 SWOT 分析...................................................................................................... 19 3.