I 摘要 随着我国经济结构的调整，人民生活水平的不断提升，人们对于服装的个 性化、多元化、多样化需要越来越突出，消费者需求的提升，势必给服装企业 带来了机遇也有挑战。我国是世界上服装生产大国和销售大国，而男装市场是 服装市场中最庞大的一个分支。太平鸟风尚男装早在太平鸟成立初期，就确定 了男装蓝海市场，通过其成功的营销策略，在中国市场上表现出色，快速占领 中国市场，但伴随着国外“快时尚”服装企业强劲的发展势头，使得男装市场 的竞争日趋激烈。 太平鸟风尚男装在男装市场摸索前行了18年，在取得成绩的同时也需要通 过企业自身的优势调整，提升企业自身的经营效率及品牌影响力。对于服装公 司而言，精准的营销定位、合理有效的营销策略将直接影响到企业的经营成绩 甚至是兴衰成败。本文根据问卷得到的数据和查阅的资料，结合市场营销理论 的指导，从消费者的角度和男装市场的环境对太平鸟风尚男装营销现状进行分 析，找出导致太平鸟风尚男装销售业绩止步不前的原因，从而给出具有实用性 和可操作性的改进建议。希望太平鸟风尚男装能拥有更多具有忠诚度的客户， 在销售业绩上有质的飞跃，为同类企业提供良好的实例。 本文分为六个部分，第一部分是明确研究背景与研究意义，梳理国内外学 者研究状况，介绍研究的内容，制定研究的框架，分析研究的方法。第二部分 是介绍营销相关理论与概念，为本文的研究奠定一定的理论基础。第三部分是 介绍太平鸟风尚男装营销的宏观环境（运用PEST模型分析法）和微观环境， 在此基础上通过采用SWOT分析方法对太平鸟风尚男装营销做全面系统地分 析，同时通过第四部分对太平鸟风尚男装营销现状的深入剖析，找出存在的问 题，为营销策略建议的提出做好前期的调研准备与实际支持。第五部分是在前 面全面分析太平鸟风尚男装优劣势，面临的机遇挑战与营销现状基础上，提出 太平鸟风尚男装营销的STP策略和4P营销策略。最后，从理念保障、提升商 品管理、优化渠道布局、增值品牌服务等内容制定保障措施，从而为推进太平 鸟风尚男装营销策略的优化提供有力的保障。 关键词：太平鸟风尚男装；营销策略；4P策略；服装零售 Abstract II Abstract WiththeadjustmentofChina'seconomicstructureandthecontinuous improvementofpeople'slivingstandards,people'sneedforindividualization, diversificationanddiversificationofclothingisbecomingmoreandmoreprominent. Theincreaseofconsumers’demandswillinevitablybringopportunitiesand challengestoapparelenterprises.Chinaistheworld'slargestgarmentmanufacturing andsalescountry,andthemen’swearmarketisthelargestbranchoftheapparel market.IntheearlydaysoftheestablishmentofPEACEBIRDgroup,the PEACEBIRDMENidentifiedthemen’sblueoceanmarket.However,withtherapid developmentofforeign“fastfashion”enterprises,ithasperformedwellinthe ChinesemarketandquicklyoccupiedtheChinesemarketthroughitssuccessful marketingstrategy,whichmakesthecompetitioninthemen’swearmarketbecome increasinglyfierce. PEACEBIRDMENhasbeengropingitswayforwardinthemen'swearmarket for18years.Inadditiontoitsachievement,italsoneedstoadjustitsown advantagestoenhanceitsownoperatingefficiencyandbrandinfluence.Forapparel companies,accuratemarketingpositioning,reasonableandeffectivemarketing strategieswilldirectlyaffectthecompany'sbusinessperformanceandeventhe successorfailure.Basedonthedataobtainedfromthequestionnaire,the informationreviewedandcombinedwiththeguidanceofmarketingtheory,this paperanalyzesthecurrentsituationofmen'swearmarketingfromtheperspectiveof consumersandtheenvironmentofmen'swearmarket,andfindsoutthereasons leadingtothestagnantsalesofmen'swearinordertogivesuggestionsfor improvementinpracticalityandoperability.IhopethatPEACEBIRDMENcan havemoreloyalcustomers,andthereisaqualitativeleapinsalesperformance, providinggoodexamplesforsimilarenterprises. Thispaperisdividedintosixparts.Thefirstpartistomaketheresearch backgroundandresearchsignificanceclear,combingthedomesticandforeign Abstract III marketingstrategyresearchandtheclothingretailindustrymarketing research,introducetheresearchcontent,formulatetheresearchframework,and analyzetheresearchmethods.Thesecondpartistointroducemarketingrelated theoriesandconcepts,andlayacertaintheoreticalfoundationfortheresearchofthis paper.Thethirdpartistointroducethemacroenvironment(usingPESTmodel analysismethod)andmicro-environmentofPEACEBIRDMENmarketing.Based onthis,SWOTanalysismethodisusedtoanalyzetheinternalsystemofthe enterprisecomprehensivelyandthefourthpartistohaveanin-depthanalysisofthe currentstatusofenterprisemarketing,identifytheexistingproblems,andpreparefor thepreliminaryresearchandpracticalsupportforthereconstruction.Thefifthpartis tocomprehensivelyanalyzetheadvantagesanddisadvantagesofPEACEBIRD MEN,theopportunity,challenges,marketingstatusandproposeSTPstrategyand 4Pstrategy.Finally,thispaperpromotestheoptimizationofPEACEBIRDMEN marketingstrategybyconceptguarantee,improvingproductmanagement, optimizingchannellayout,value-addedbrandservicesandothercontentstodevelop safeguards. KeyWords：PEACEBIRDMEN;Marketingstrategic;4Pstrategy;clothingretai 目录 IV 目录 第一章绪论...............................................................................................1 第一节研究背景与意义...........................................................................1 一、研究背景.....................................................................................................1 二、研究的意义.................................................................................................1 第二节文献综述.......................................................................................2 一、国外文献综述.............................................................................................2 二、国内文献综述.............................................................................................4 第三节研究内容与框架...........................................................................7 一、研究内容.....................................................................................................7 二、研究框架.....................................................................................................8 第四节研究方法.......................................................................................9 一、文献梳理法.................................................................................................9 二、实地考察法.................................................................................................9 三、调查问卷法.................................................................................................9 四、个案分析法.................................................................................................9 五、总体归纳法...............................................................................................10 第二章理论基础和相关概念.................................................................11 第一节理论基础.....................................................................................11 一、市场营销相关理论...................................................................................11 二、STP理论与4P理论..................................................................................12 目录 V 第二节概念.............................................................................................14 一、网络营销的概念.......................................................................................14 二、精准营销基本概念...................................................................................15 三、快时尚的概念...........................................................................................15 第三章太平鸟风尚男装营销环境分析................................................17 第一节太平鸟风尚男装企业背景及发展历程....................................17 一、太平鸟集团概况.......................................................................................17 二、太平鸟风尚男装的发展...........................................................................19 第二节太平鸟风尚男装市场营销宏观环境分析................................21 一、政治与法律环境.......................................................................................21 二、经济环境...................................................................................................22 三、社会文化环境.................................