Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
RESERCH ON JM MARKETING STRATEGY UNDER THE
BACKGROUND OF MOBILE INTERNET
By Yang Dan
Supervisor: Wang Cheng Min
Associate Supervisor：Xing Ming Qiang
Month Year 12 2020

摘
要
服装行业与人们的生活息息相关，属于衣食住行中的衣。服装行业的发展影响着人
们的生活方式，同时也受到人们生活方式变化的影响。近年来，网络销售平台的变化，
移动互联网环境下移动购物时代的到来给传统企业带来新的机会，传统企业在越来越多
的商业挑战和市场机遇面前，只有及时改变原有的市场营销战略模式，更新自己的战略
营销思维，才能适应新的市场变化，使自己的企业在激烈的市场竞争中脱颖而出。
本文针对 JM企业，对移动互联网环境下营销的变化进行分析、女装品牌营销战略
与营销策略进行研究、通过对 JM企业营销的外部环境分析得出 JM企业外部环境关键
影响因素，在此基础上通过外部环境要素评价矩阵得出 JM女装适应外部环境的能力、
对 JM企业营销的内部环境进行分析，通过内部要素评价矩阵（IFM）法评估 JM女装
移动互联网业务内部要素发挥优势、克服劣势的能力、通过 SWOT分析法，筛选出 JM
女装互联网业务的备选战略方案，然后通过定量战略计划评价矩阵（QSPM）确定 JM
女装移动互联网业务的具体战略，产品战略实施对策、品牌战略实施对策、产品辨识度
战略对策及人力资源战略。希望通过本文的研究，对我国服装企业在移动互联网环境下
如何更好的制定营销战略提出一些具有参考价值的建议，也希望对其他关联行业总的企
业也能有一些参考价值。
关键字：移动互联网品牌营销营销战略
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ABSTRACT
Clothing industry is closely related to people’s life, it belongs to clothing, food, housing,
and it is clothing. The development of clothing industry affects people’s life style, and is also
affected by the change of people’s life style. In recent years, the changes of online sales
platform and the advent of mobile shopping era have brought new opportunities to traditional
enterprises. Traditional enterprises are facing more and more business challenges and market
opportunities, only by changing the original marketing strategy mode and renewing our own
strategic marketing thinking can we adapt to the new market changes and make out
enterprises stand out in the fierce competition.
Aiming at JM enterprises, this paper analyzes the marketing changes under the mobile in
ternet environment, research on women’s clothing marketing strategy and marketing tactics.
Get the key influencing factors of JM enterprise external envionment by analyzing the
external environment of JM enterprise marketing. On this basis, use EFM matrix we can get
the ability of JM enterprise to adapt to the external environment. And get the key influencing
factors of JM exterprise internal environment by analyzing the internal environment of
JM marketing. On this basis, use IFM matrix to evaluate the ability of JM enterprise to exert
advantages and overcome disadvantages on mobile Internet business. Then use SWOT
analysis, we select the alternative scheme of JM Internet business, and use quantitative
strategic plan evaluation matrix(QSPM) to get the specific strategy of JM women’s mobile
Internet business. I hope that through the research of this paper, we can put forward some
valuable suggestions on how to better formulate the marketing strategy for Chinese clothing
enterprises in the mobile Internet environment, and also hope to have some reference value
for the general enterprises of other related industries.
KEYWORDS: Mobile Internet brand marketing marketing strategy
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