摘要:随着中国服装行业的快速发展，服装产品的竞争越来越激烈，在这种背景下，海澜之家根据市场情况和自身状况，运用了一系列的营销策略，使其在服装市场中占有一席之地。但是，海澜之家在取得重大发展的同时，也存在一些问题，广告表现形式和产品定位不协调、产品结构单一等严重影响了海澜之家的经济效益和竞争力的提高。而服装产业想要在市场竞争中取胜，就必须对其营销策略进行系统分析，发现问题，解决问题。本文将借鉴大量文献与实地考察工作来探讨海澜之家的营销策略，分析其有效的营销方法，及其取得的成果，发现其中的不足之处，对此提出一些自己的观点看法，为海澜之家企业提供参考。同时，对海澜之家的营销策略分析，有利于其它企业借鉴这些营销策略，提高服装行业对营销策略有效运用的重视，从而提升整体的竞争实力，加快中国服装产业的整体化进程。
关键词：市场营销 海澜之家 营销策略
ABSTRACT:With the rapid development of China's clothing industry apparel products, competition is more and more intense, in this context, Heilan home according to market conditions and their own conditions, using a series of marketing strategy, make it occupy a space for one person in the clothing market. However, Heilan home in great development at the same time, there are also some problems, form of advertising and product positioning is not coordinated, single product structure, seriously affecting the Hailan home economic benefit and competitiveness. The garment industry wants to win in the market competition, must carry on the system analysis, the marketing strategy of the discovery problem, solve the problem. This paper will draw on the literature and fieldwork of Hailan home marketing strategy, analysis the effective marketing methods, and the results obtained, found the shortcomings, puts forward some ideas of their own, to provide reference for Hailan home enterprises. At the same time, analysis of Hailan home marketing strategy, to other enterprises from the marketing strategy, improve the effective use of the marketing strategy of garment industry attention, so as to enhance the overall competitive strength, accelerate the overall process of Chinese garment industry.
Keywords：marketing management；hailan home；marketing strategy
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