JW公司内衣产品营销策略研究
研究生姓名：徐臣
导师姓名：刘俊杰
学科：工商管理
研究方向：市场营销与运营管理
年级：2022级
摘 要
近年来，我国经济始终保持稳定增长。2020 年，中国GDP总量达到101.6
万亿，同比增长2.3%。人均国内生产总值达到 72447元，实现了新的跨越。居
民人均可支配收入32189元，名义增长4.7%。从一定程度上来讲，可支配收入
的增加会使消费者的购买力加强，进而促使消费结构的优化和升级，消费者更加
注重商品的品质问题，更加注重购买中高端的消费产品。与此同时，随着国外品
牌不断涌入中国市场，国民的消费对象也开始更加逐渐转向高品质的进口产品，
同时也造就了国内消费者的多元化选择。由于国外品牌产品所带来的巨大竞争压
力，也间接地倒逼国内品牌的产品品质逐渐提升。
企业为了获取更大的商业利润，经常会通过采取扩大渠道、投入更多营销推
广等策略，但相比于国外知名品牌的代理而言，国内小众品牌的代理生存难度更
大。所以需要有更加针对性的营销策略帮助企业更加长远健康的发展。
与此同时，随着互联网在近十多年的迅猛发展，中国线上消费者人数激增，
加上快递物流业的同步发展，有效地推动着国内消费方式的升级与迭代，从而能
够很好地带动着所有零售业的革新，从而也推动着包括内衣行业在内的行业变
革。所以，在这样的环境背景下，有一大批新锐的互联网内衣品牌应运而生，成
为了整个内衣行业中新生力量。这些品牌的产品由于能够更加符合当代消费女性
的消费需求，能够更好地捕捉当代女性的穿戴诉求，再加上非常有价值的内容输
出，成为了万千消费女性非常热衷的消费品牌，比如内外、焦内、歌瑞森等。同
时，由于一些传统品牌，加大对原本就非常有优势的线下渠道，进行重新变革投
入，使得整个内衣行业线下与线上的竞争日趋激烈，推动着整个内衣行业的重新
洗牌，正释放出巨大的市场规模与潜力，内衣企业既迎来了新的机遇，同时也不
得不面临是更加严峻的市场挑战。
本文以JW公司内衣产品营销策略为研究对象，首先分析当下社会、经济环
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境的现状，再结合当下互联网快速发展背景下产业迭代升级的背景，分别从宏观、
中观的角度来分析自营品牌在产品营销与推广中，目前存在的客观的现状与已经
暴露的实际问题，并通过相关的学术理论作为研究依据与基础，结合市场营销环
境和JW公司实际发展情况提出相对应的营销优化策略。本文首先通过国内外大
量文献，得出近几年国内外对于市场营销和服装行业营销策略的研究现状，为本
文的后续研究奠定了一定的理论研究基础。同时，根据消费者需求理论和4P营
销理论，对JW公司内衣产品的营销现状进行了罗列与分析。其中首先采用的分
析方法为宏观环境分析法，然后运用SWOT模型分析法进行优势、劣势、机遇、
威胁的系统性分析，从不同视角更加直观地呈现JW公司当下面临营销与市场现
状，为后面的研究阐明了客观条件与现实基础。此外，再结合JW公司的发展现
状，清晰地发现与罗列了营销现阶段存在的问题，并对产生这些问题的原因做了
相关分析，这也是目前JW公司在产品营销过程中需要面对的最核心问题，在一
定程度上对公司的经营发展起到了一定的干扰与影响。最后，针对所发现的实际
问题，本文对JW公司内衣产品营销策略提出了两个大方向的改进与优化策略，
即STP优化策略和4P组合营销优化策略。其中，STP优化策略有效地解决了JW
公司内衣产品在市场细分、目标市场选择、市场定位上的主要核心问题，更加确
定了品牌的聚焦点；4P组合营销优化策略则有效地指导了产品差异化竞争策略、
产品定价策略、渠道升级优化策略与促销方式的多元化升级策略。与此同时，为
了能够保证以上所有优化策略的在公司内部的顺利实施，本文又分别提出组织保
障，人员保障，营销控制保障和加强客户关系管理四方面的保障措施。希望本次
研究能为JW公司的品牌营销创造一条长远稳定的发展之路。
关键词：内衣产品营销策略；SWOT模型分析；4P营销理论；STP优化策略
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Research On Lingerie Marketing Strategy Of JW Company
Graduate student:
Supervisor:
Major: Business Administration
Research direction: Business Administration And Operation Management
Grate: 2022
Abstract
In recent years, China's economy has maintained steady growth. In 2020, China's
total GDP reached 101.6 trillion, a year-on-year increase of 2.3%. The per capita GDP
reached 72447 yuan, a new leap forward. The per capita disposable income of
residents was 32189 yuan, a nominal increase of 4.7%. To a certain extent, the
increase of disposable income will strengthen consumers' purchasing power, and then
promote the optimization and upgrading of consumption structure. Consumers pay
more attention to the quality of goods and pay more attention to the purchase of
medium and high-end consumer products.Meanwhile, with the continuous influx of
foreign brands, people's consumption objects have gradually turned to imported
products, which has also improved the diversity of domestic consumers.
Due to the great pressure of foreign brands, it also indirectly improves the
product quality of domestic brands. In order to obtain greater profits, enterprises often
expand their scale through a steady stream of recruitment agents. Compared with
foreign agents, it is more difficult for domestic agents to represent some niche brands.
Therefore, more targeted marketing strategies are also needed to help enterprises
develop more long-term and healthy.
At the same time, with the rapid development of the Internet in recent ten years,
the surge in the number of online consumers in China, coupled with the synchronous
development of express logistics industry, has effectively promoted the upgrading and
iteration of domestic consumption patterns, which can well drive the innovation of all
retail industries and promote the reform of industries including lingerie industry.
Therefore, under such an environmental background, a large number of cutting-edge
Internet lingerie brands came into being and became a new force in the whole lingerie
industry. Because these lingerie brands can better meet the consumption needs of
contemporary consumerwomenand bettercapture thewearingdemands of
contemporary women, coupled with very valuable content output, they have become
consumer brands that thousands of consumer women are very keen on, such as inside
and outside, jiaonei, Gleason, etc. At the same time, due to some traditional brands,
they have increased their investment in the reform of offline channels that have great
advantages, which makes the offline and online competition of the whole lingerie
industry increasingly fierce, promotes the reshuffle of the whole lingerie industry, and
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