中国服装市场上，众多品牌相互角逐，竞争异常激烈。这些品牌既包括国内外知名 服装品牌，也包括我国中小服装企业培养出来的本土不知名品牌。相对于这些不知名品 牌，国内外知名服装品牌在资金、人力等方面有着非常明显的优势，使本土不知名品牌 面临巨大竞争压力。 针对中国服装市场现状，本文以广州 L 公司为研究对象，以营销理论为指导，通过 环境分析和访谈法，对广州 L 公司“LDM”牌女装的营销战略(STP)和营销策略(4Ps)进 行研究。本文通过研究发现 L 公司“LDM”牌女装营销战略问题包括市场细分混乱、 目标市场不清晰、市场定位有效性不足；营销策略问题包括售后服务不完善、价格在欠 发达城市过高、线上渠道规模过小、促销方式太少等。针对这些问题，本文分析了其成 因，并进一步提出了符合 L 公司“LDM”牌女装发展的营销战略和营销策略优化建议， 包括明确细分市场、目标市场扩展至全国、定位于年轻快乐的时尚品牌、成立售后部门、 不同城市实行差异化价格等。本文的研究希望一方面帮助广州 L 公司加快发展速度，另 一方面为国内其他类似服装企业的发展提供启示。 关键词，服装；营销战略；营销策略II Abstract In the Chinese textile clothing market, many brands compete with each other, which makes the competition extremely fierce. These brands include not only well-known clothing brands at home and abroad, but also local unknown brands cultivated by small and medium-sized clothing enterprises in China. Compared with these local unknown clothing brands, these well-known domestic and foreign brands have very obvious advantages in capital, manpower etc. Therefore, the local unknown brands are facing great competitive pressure. Aiming at the present situation of Chinese clothing market, guided by marketing theories, and with the method of interview and analyzing the environment, this paper takes Guangzhou L company as the research object and conducts the research on the strategic marketing (STP) and the tactical marketing (4Ps) of the LDM brand women's clothing of Guangzhou L Company. Through research, this paper finds that the strategic marketing problems of LDM brand women’s clothing include the confusion of market segmentation, the unclear target market and the inefficient market positioning. The tactical marketing problems include imperfect after-sales service, price too high in undeveloped cities, too small online scale, too little promotion methods etc. In view of these problems, this paper analyzes its causes, and further puts forward the strategic marketing and tactical marketing suggestions in line with the development of the LDM brand women's clothing of LCompany. These suggestions include clarifying the market segments, expanding the target market to the whole country, setting up after-sales service department, implement differentiated prices in different cities etc. The research of this paper, on one hand, hopes to help Guangzhou L Company accelerate the speed of its development, on the other hand, provides enlightenment for the development of other similar clothing enterprises in China. Key words: Textile clothing; Strategic marketing; Tactical marketingIII 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景和研究意义 .....................................................................................................1 1.1.1 研究背景...................................................................................................................1 1.1.2 研究意义...................................................................................................................2 1.2 文献综述及理论基础 .....................................................................................................3 1.2.1 服装行业发展现状和趋势.......................................................................................3 1.2.2 服装营销...................................................................................................................5 1.2.3 理论基础...................................................................................................................6 1.3 研究方法和研究内容 .....................................................................................................7 1.3.1 研究方法...................................................................................................................7 1.3.2 研究内容...................................................................................................................8 第二章 公司概况及其“LDM”牌女装营销现状 .....................................................................9 2.1 公司概况 .........................................................................................................................9 2.1.1 发展历程...................................................................................................................9 2.1.2 服装产品线...............................................................................................................9 2.1.3 L 公司组织架构 ......................................................................................................12 2.2 L 公司“LDM”牌女装营销现状 ....................................................................................14 2.2.1 营销战略（STP）现状..........................................................................................14 2.2.2 营销策略（4Ps）现状...........................................................................................17 2.3 本章小结 .......................................................................................................................20 第三章 营销环境分析............................................................................................................21 3.1 外部环境 .......................................................................................................................21 3.1.1 宏观环境.................................................................................................................21 3.1.2 行业竞争环境.........................................................................................................27 3.1.3 市场需求.................................................................................................................29IV 3.2 内部环境 .......................................................................................................................32 3.2.1 资源条件.................................................................................................................32 3.2.2 能力.........................................................................................................................34 3.3 SWOT 分析....................................................................................................................35 3.4 本章小结 .......................................................................................................................37 第四章 公司“LDM”牌女装营销问题及成因分析 ...............................................................38 4.1 营销战略方面的问题及成因分析 ...............................................................................38 4.1.1 市场细分不明确，导致市场细分混乱.................................................................38 4.1.2 市场细分混乱，导致目标市场不清晰.................................................................38 4.1.3 市场定位缺乏独特性，导致定位有效性不足.....................................................39 4.2 营销策略方面的问题及成因分析 ...............................................................................39 4.2.1 无售后部门，导致售后服务不完善...........................................................