随着近年来互联网的逐渐普及，许多人从曾经去零售店消费、逛商场消费转 到线上消费，在互联网给人们生活提供便利的同时，互联网对许多传统服装企业 带来了几乎毁灭性的冲击，许多服装企业连锁店客源锐减，营业利润大幅度下滑。 传统服装企业在互联网环境下，只有充分把握市场动向并针对现有营销策略进行 持续优化和改进，才能在当今复杂、竞争激烈地市场环境下发展壮大。 本文是以海宁市XT服饰公司为具体的研究对象，研究互联网背景下皮草服 饰公司营销策略的优化。本文首先立足于皮草服饰公司，运用文献分析研究的方 法，从营销策略理论与服装行业相关文献的经典文献进行回顾。其次通过运用宏 观PEST分析模型、波特五力模型和SWOT分析分别针对海宁市XT服饰公司进 行营销环境分析。接着利用产品、价格、促销、渠道组合对海宁市XT服饰公司 进行营销现状分析，在研究中发现了营销策略存在线上产品和服务缺乏针对性、 线上产品定价过高、线上渠道销量占比低、促销效果不佳、老客户留存率不断降 低的问题，问题形成的原因分别是忽视消费者实际需求、担心线上低价冲击线下 渠道、线上渠道策略老旧缺乏特色、过度依赖线下促销、用户缺乏良好的购物体 验，最后针对上述问题及问题的原因进行分析后，运用4Ps营销策略组合理论、 视觉营销理论、网络整合营销理论、网络体验营销理论提出了打造线上专供产品 和专业化服务、线上低价格策略、直播电商优化线上渠道、线上线下相融合提升 促销能力、基于网络体验营销提升用户交互性体验的优化措施。并从文化、人才 和资源投入三个角度分别依照优化企业组织结构，加强企业文化建设力度、提升 营销人才建设水平、增大信息化投入资源三个方面实施保障措施。 本文通过对互联网背景下海宁市XT服饰公司进行营销策略优化研究，主要 目的是希望论文研究能对海宁市XT服饰公司在激烈的市场竞争中更好地提升业 绩提供一些参考价值。 关键词：4P营销；海宁市XT服饰公司；营销策略 II Abstract With the gradual popularization of the Internet in recent years, many people have gone from spending in retail stores and shopping malls to online consumption. While the Internet provides convenience for people's lives, the Internet has brought almost devastating effects to many traditional clothing companies. As a result, the number of chain stores in many apparel companies has dropped sharply, and operating profits have fallen sharply. Under the Internet environment, traditional apparel companies can only grow and develop in today's complex and fiercely competitive market environment by fully grasping market trends and continuously optimizing and improving existing marketing strategies. This article takes Haining XT apparel company as the specific research object, and studies the optimization of fur apparel company's marketing strategy under the Internet background. This article first based on fur apparel companies, using literature analysis and research methods, from the marketing strategy theory and the classic literature of clothing industry related literature review. Secondly, by using the macro PEST analysis model, Porter's five forces model and SWOT analysis to analyze the marketing environment of Haining XT apparel company. Then use product, price, promotion, and channel combination to analyze the marketing status of Haining XT apparel company. In the research, it is found that the marketing strategy has online products and services that lack pertinence, online product pricing is too high, and online channel sales account for The problems of low ratio, poor promotion effect, and declining retention rate of old customers are caused by ignoring the actual needs of consumers, worrying about the impact of low online prices on offline channels, and old online channel strategies, lacking features, and over-reliance. Offline promotions and users lack a good shopping experience. Finally, after analyzing the above problems and the causes of the problems, the 4Ps marketing strategy combination theory, visual marketing theory, network integrated marketing theory, and network experience marketing theory are used to create online exclusive supply Products and professional services, online low-price strategies, live e-commerce optimization of online channels, integration of online and offline to enhance promotion capabilities, and optimization measures based on online experience marketing to enhance user shopping experience. And from the three perspectives of culture, talent and resource investment, we will implement safeguard measures in three aspects: optimizing the III corporate organizational structure, strengthening corporate culture construction, improving the level of marketing talent construction, and increasing information input resources. This paper conducts a research on the marketing strategy optimization of Haining XT apparel company under the Internet background, and the main purpose is to hope that the research can provide some reference value for Haining XT apparel company to better improve its performance in the fierce market competition. Key words: 4P marketing; Haining XT Clothing Company; Marketing strategy IV 目 录 摘要.............................................................. I Abstract........................................................... II 第1章 绪论......................................................... 1 1.1 研究背景与意义 ................................................ 1 1.1.1 研究背景 .................................................. 1 1.1.2 研究意义 .................................................. 2 1.2 文献综述 ...................................................... 2 1.2.1 营销策略相关研究 .......................................... 2 1.2.2 服装业相关研究 ............................................ 4 1.2.3 文献分析 .................................................. 5 1.3 研究内容 ...................................................... 6 1.4 研究方法和创新点 .............................................. 7 1.4.1 研究方法 .................................................. 7 1.4.2 创新点 .................................................... 8 第2章 相关概念及理论基础........................................... 9 2.1 相关概念 ...................................................... 9 2.1.1 皮草服装及营销特点 ........................................ 9 2.1.2 市场营销策略 ............................................. 10 2.2 相关理论基础 ................................................. 11 2.2.1 4Ps营销策略组合理论...................................... 11 2.2.2 视觉营销理论 ............................................. 12 2.2.3 网络整合营销理论 ......................................... 12 2.2.4 网络体验营销理论 ......................................... 13 第3章 互联网背景下XT服饰公司营销环境分析......................... 15 3.1 XT服饰公司宏观环境分析 ...................................... 15 3.1.1 政治环境 ................................................. 15 3.1.2 经济环境 ................................................. 16 3.1.3 社会环境 ................................................. 17 3.1.4 技术环境 ................................................. 18 3.2 XT服饰公司行业环境分析 ...................................... 19 3.2.1 行业特点 ................................................. 19 V 3.2.2 行业环境分析 ............................................. 20 3.3 XT服饰公司SWOT分析 ......................................... 22 3.3.1 XT服饰公司的优势......................................... 22 3.3.2 XT服饰公司的劣势......................................... 23 3.3.3 XT服饰公司的机会......................................... 24 3.3.4 XT服饰公司的威胁......................................... 24 3.3.5 XT服饰公司SWOT分析结论.................................. 25 第4章 互联网背景下XT服饰公司营销策略现状分析..................... 27 4.1 XT服饰公司发展现状简介 ...................................... 27 4.2 XT服饰公司现行的营销策略 .................................... 28 4.2.1 产品策略现状分析 ......................................... 28 4.2.2 价格策略现状分析 ......................................... 30 4.2.3 渠道策略现状分析 ......................................... 31 4.2.4 促销策略现状分析 ......................................... 32 4.3 XT服饰公司营销策略存在的问题 ................................ 33 4.3.1 线上产品和服务缺乏针对性 .................