七匹狼男装营销策略研究
近年来，随着国民经济的持续快速发展以及全球经济的一体化，国内的服装需求及服装出口呈现迅猛增长态势，我国的服装行业得到了迅速发展。很多国外服装品牌进入国内市场，使得国内服装市场的竞争日益激烈，特别是男装市场面对激烈的竞争，国内的服装企业要想赢得竞争，要想维持和提高自己的市场份额，营销战略的制定和实施就变得尤其重要。七匹狼公司主要从事男装生产和经营，经过十几年的发展，取得了不俗的业绩。但随着公司经营规模的进一步扩大，公司在营销策略方面的问题开始凸现出来。论文在这样的背景下对七匹狼男装宏观环境和行业环境进行了分析，同时利用SWOT分析方法对七匹狼男装的营销环境进行了分析。最后论文提出了七匹狼男装组合营销策略。具体包括产品策略、价格策略、促销策略、渠道建设策略。
关键词：七匹狼男装，市场营销，营销环境，SWOT，组合营销
Research of Men seven wolves’ Marketing Strategy
In recent years, with sustained and rapid development of the national economy and global economic integration, domestic demand for clothing and apparel exports showed a rapid growth, China’s garment industry has been developing rapidly. Many foreign clothing brands to enter the domestic market, the domestic apparel market increasingly competitive, especially the men’s market, the face of fierce competition, the domestic garment enterprises in order to win the competition, in order to maintain and improve their market share, marketing strategy development and implementation has become particularly important. Seven wolves companies principally engaged in the men’s production and management, after ten years of development, and achieved good results. With the further expansion of business scale, the company marketing strategy issues stand out. Paper seven wolf men’s macro environment and industry environment in the context of this analysis, SWOT analysis marketing environment of the seven wolves men. Finally the paper presents seven wolf men’s combined marketing strategy. Including product strategy, pricing strategy, marketing strategy, channel building strategy.
Key words: Men seven wolves, Marketing, marketing environment, SWOT，Combination of marketing.
