专 业 硕士学位论文
DY 服饰公司市场营销策略研究
Research on Marketing Strategy of DY Apparel Company
作 者 姓 名： 刘洪涛
学科、 专业：工商管理
学 号：31711231
指 导 教 师： 周英男
完 成 日 期： 2022 年 5 月 27 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文， 是本文在导师的指导下进行研究
工作所取得的成果。尽我所知，除文 中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本文所做的贡献均
已在论文中做了明确的说明并表示了谢意。
若有不实之处，本文愿意承担相关法律责任。
学位论文题目： DY 服饰公司市场营销策略研究
作 者 签 名 ：日期： 2022 年 05 月 27 日
大连理工大学专业硕士学位论文
摘 要
女装行业作为我国服装行业主力军，在推动消费升级与经济发展方面发挥着重要作
用。近三年，随着新冠疫情不断肆虐、线上电商行业不断冲击、直播带货不断崛起，线
下实体门店生存环境愈发严峻。DY 服饰公司总部位于深圳市，是一家以青年女装为主
的全国加盟连锁企业，主要经营时尚休闲类女装产品。近几年，DY服饰公司受新冠疫
情与线上电商的不断冲击，面临着成本增高、业绩逐渐下滑、客流量逐渐减少等问题。
本文以 DY 服饰公司为研究对象，从品牌定位、利润下滑等维度深入解析 DY 服饰
公司的营销现状及问题，并运用营销策略理论和典型分析工具对DY 服饰公司的内外部
营销环境进行分析，再通过STP 理论进行市场定位，最终为 DY 服饰公司制定营销策略
和保障措施。本文首先对DY 服饰公司的内外部营销环境进行总结和分析，DY 服饰公
司面临较好的经营环境、处于增长期的国内女装市场、国内消费者对自主品牌关注度提
升、直播带货风口等主要市场机会；与此同时，DY服饰公司也面临着国内女装市场竞
争激烈、实体经济环境萎靡、产品迭代速度过快等挑战。DY 服饰公司在产品质量、产
品价格、生产成本等方面存在优势；但在品牌知名度、产品迭代速度、线上渠道开发能
力等方面存在一定程度的劣势。其次，本文通过 SWOT 分析明确公司发展目标，DY服
饰公司应把握女装市场的增长潜力，利用自身产品优势和低成本优势，提高利润率，聚
焦中高端女装品牌定位。再次，本文通过 STP 分析进行市场定位，DY 服饰公司应将中
高端品牌聚焦在年龄段24-32 岁和部分 32 岁以上、月收入 5000-15000 元的年轻女性作
为主要目标市场，并致力于为消费者提供中高端女性服装品牌；最后，本文从产品、价
格、渠道、推广等四个方面提出适合DY 服饰公司未来发展的营销策略，并从公司队伍
建设培训、人员激励、组织结构优化等方面提出 DY 服饰公司营销策略的保障措施。
本文研究结论不仅解决DY 服饰公司实际的营销问题，也对国内其他服装品牌企业
的发展起到一定程度上的借鉴作用。
关键词：DY 服饰公司；女装行业；品牌；营销策略
- I -DY 服饰公司市场营销策略研究
The Research on Marketing Strategy of DY Apparel Company
Abstract
As the main force of China;s clothing industry, women;s clothing industry plays an
important role in promoting consumption upgrading and economic development. Unter
Covid-19 epidemic situation in the past three years, the continuous impact of online
e-commerce industry and the rise of live-streaming mode, the offline stores business is
becoming more and more difficult. DY Apperel Company headquartered in Shenzhen, is a
national franchise chain of mainly young women;s clothing. DY Apperel Company is mainly
dealing with fashion and leisure women;s clothing products. Under the constant impact of the
Covid-19 epidemic and online e-commerce, DY Apperel Company is facing problems such as
costs increasing while sales revenue and customers gradual decreasing.
This paper takes DY as the research object and analyses the current marketing situation
and problems of DY Apperel Company in depth. DY Apperel Company will be analysed
from the dimensions of brand positioning and profit decline, internal and external marketing
environment with marketing strategy theory by typical analysis tools. The author will
reposition DY Apperel Company marketing strategy and measures for DY Apperel Company
through STP theory. This paper analyses the internal and external marketing environment of
DY Apperel Company. DY Apperel Company is having the following market opportunities
such as better business environment, domestic women;s apparel market is growing fast, rising
domestic consumers; attention to self-owned brands, meanwhile live-streaming is new
opportunity. At the same time, DY Apperel Company also faces challenges such as fierce
competition in the domestic women;s apparel market, sluggish real economy environment and
fast product iteration. DY Apperel Company has advantages in terms of product quality,
product price and production cost; however, it has certain disadvantages in terms of brand
awareness, product iteration speed and limitation online channel development. Secondly, this
paper clarifies the company;s development goals through SWOT analysis. In order to develop
the growth potential of the women;s apparel market and improve profitability, DY Apperel
Company needs to take advantage of its own product advantages and low cost, and focus on
the positioning of mid- to high end women;s apparel brands. Thirdly, this paper conducts
market positioning through STP analysis and DY Apperel Company should focus its
mid-to-high-end brand on young women, which are in the age group of 24-32 years old and
above 32 years old, and with monthly income of 5,000-15,000 RMB as the main target. DY
Apperel Company should devote itself to providing consumers with mid-to-high-end women;s
- II -
大连理工大学专业硕士学位论文
clothing brands. Finally, this paper proposes four aspects to set marketing strategy, which are
from product, price, channel and promotion. DY Apperel Company will find out accordingly
solutions like company team building, training, personnel motivation, and organisational
structure optimisation.
The conclusion of this paper is not only solve the actual marketing problems for DY
Apperel Company, but also serve as a reference for the other domestic apparel brand
enterprises development.
Key Words: DY Apparel Company; Women;s Clothing Industry; Brand; Marketing
Strategy
- III -