在全球经济衰退，尤其是2020年新冠疫情肆虐的新形势下，家纺企业面临物流不 通畅、企业员工不到位、库存积压资金难回笼等恢复行业发展的困难及疫情过后企业面 临的新挑战。本文以南通紫罗兰家纺为例，分析了面对激烈的市场竞争和新形势下消费 观念和消费形式的转变，通过紫罗兰家纺的产品特色，精准实施市场定位，寻求一条适 合企业快速发展的营销之路。本文以国内外营销策略的概念为理论支撑，研究家纺公司 在非常态下的营销环境和营销策略，通过PEST、波特五力模型分析法对紫罗兰家纺的内、 外部营销环境进行分析，运用SWOT方法权衡公司的优势与劣势，找准紫罗兰家纺科技 型的定位，基于4P营销理论在紫罗兰家纺现有营销策略上发现产品、价格、渠道、促 销方面的问题，鉴于新形势下市场的变化，对4P营销组合进行了改进和完善。希望紫 罗兰家纺在疫情之下找到拐点，迅速攀升。也希望本文的某些观点能给其他疫情下的公 司带来帮助。 关键词：新形势；紫罗兰家纺；营销策略；4p营销组合策略 中原工学院硕士学位论文 II Abstract In the global economic recession, especially in the new situation of COVID-19 raging in 2020, home textile enterprises are facing difficulties in the development of the industry, such as unsmooth logistics, inadequate employees, backlog of funds and so on. Taking Nantong violet home textile as an example, this paper analyzes the changes of consumption concept and consumption form in the face of fierce market competition and the new situation. Through the product characteristics of violet home textile, we can accurately implement the market positioning and seek a marketing road suitable for the rapid development of enterprises. Based on the concept of marketing strategy at home and abroad, this paper studies the marketing environment and marketing strategy of home textile company under abnormal situation, analyzes the internal and external marketing environment of violet home textile by pest and Porter five force model analysis method, uses SWOT method to weigh the company's advantages and disadvantages, and finds out the scientific and technological positioning of violet home textile company. Based on the 4P marketing theory, this paper analyzes the internal and external marketing environment of violet home textile company In view of the changes in the market under the new situation, the 4P marketing mix has been improved and perfected. Hope violet home textile find inflection point under the epidemic situation, rapidly rising. I also hope that some of the ideas in this paper can help companies in other epidemic situations. Key words：new situation；violet home textile； marketing strategy；4P marketing mix strategy 中原工学院硕士学位论文 III 目录 摘要 .............................................................................................................................................................. I 关键词 .............................................................................................................................................................. I Abstract .......................................................................................................................................................... II 1绪 论 .......................................................................................................................................................... 1 1.1 研究背景及意义 ............................................................................................................................. 1 1.1.1 研究背景 ............................................................................................................................. 1 1.1.2 研究意义 ............................................................................................................................. 2 1.2 国内外研究现状 ............................................................................................................................. 2 1.2.1 国内研究现状 ..................................................................................................................... 2 1.2.2 国外研究现状 ..................................................................................................................... 4 1.2.3 研究评述 ............................................................................................................................. 5 1.3 研究内容与研究方法 ..................................................................................................................... 5 1.3.1 研究内容 ............................................................................................................................. 5 1.3.2 研究方法 ............................................................................................................................. 5 1.4 研究的创新点 ................................................................................................................................. 6 2 相关概念和理论综述 ................................................................................................................................. 7 2.1相关概念综述 .................................................................................................................................. 7 2.1.1家纺相关概念 ...................................................................................................................... 7 2.1.2 市场营销概念 ..................................................................................................................... 7 2.2 营销理论综述 ................................................................................................................................. 7 2.2.1 STP理论 .............................................................................................................................. 7 2.2.2 4p营销理论 ........................................................................................................................ 8 2.3市场营销环境分析工具 .......................................................................................................... 9 2.3.1 PEST分析 ............................................................................................................................ 9 3 新形势下紫罗兰家纺营销环境分析 ....................................................................................................... 11 3.1 紫罗兰家纺简介 ................................................................................................................... 11 3.2 新形势下家纺业的概况 ............................................................................................................... 11 3.3紫罗兰家纺宏观环境分析 ............................................................................................................ 13 3.3.1 政治与法律环境分析 ....................................................................................................... 13 3.3.2 经济环境分析 ................................................................................................................... 15 3.3.3 社会与自然环境分析 ....................................................................................................... 17 3.3.4 技术环境分析 ................................................................................................................... 18 3.4 紫罗兰家纺微观环境分析 ........................................................................................................... 19 3.4.1 竞争者分析 ....................................................................................................................... 19 3.4.2供应商分析 ........................................................................................................................ 21 3.4.3 顾客分析 ........................................................................................................................... 21 3.5 紫罗兰家纺SWOT分析 ................................................................................................................. 22 3.5.1 优势分析 .................................................................................................................