随着中国经济的快速发展以及专业化分工的演进，服装定制行业也从传统的裁缝 铺向多极发展，包括工厂批量定制生产、小规模柔性生产以及本论文要讨论的高端私 人定制等，但这只是因客户需求不同而发生的产业分工上的进一步细化。进入互联网 时代后，电子商务、现代物流、大数据等产业快速发展并更迭，新技术以及新材料的 不同涌现，使得商品的生产、流通及服务的全过程效率加快，具有线上线下深度融合、 全渠道营销、智能化体验、零库存管理、精准化服务等五个方面的新零售时代来临。 本论文在此背景下，以NSH服装定制公司为研究对象，在对数字化营销、新零 售等前沿文献及理论进行分析的基础上，重点对该公司所处的宏观环境、行业环境以 及营销现状进行了剖析，以此发现公司在定制服装营销中存在着四个方面的问题，并 分别对其成因进行了解构。为了有效解决发现的上述问题，论文首先明确了数字化营 销策略的目标、原则及思路，其后重点从产品、服务过程、用户体验、网络营销方式 等方面结合新零售的五大特点提出具体的营销策略数字化实施方案。最后，为了保障 营销策略数字化方案能够得以顺利落地，论文提出要从运营、组织以及资金三大方面 分别建立保障机制。 论文创新性的将新零售的理念结合当前的新技术、新的营销工具等运用到转型升 级较为滞后的传统服装定制行业，既为NSH公司下一步发展指明了方向，有效提升 其经营业绩，同时也为同类型其他企业提供参考与借鉴。 关键词：定制服装；营销策略；新零售；数字化营销 III Abstract With the rapid development of economy in China and the evolution of specialized division of labor, the apparel customization industry has also developed from traditional tailoring to multi-polarity, including factory mass customization, small-scale flexible production and high-end private customization, which are discussed in this paper. However, this is only a further refinement of the industrial division of labor due to different customer needs. After entering the Internet Times, the rapid development and evolution of e-commerce, modern logistics, big data and other industries, as well as the emergence of new technologies and new materials have accelerated the efficiency of the whole process of commodity production, circulation and service. The New Retail is emerging which includes five characteristics: Online to Offline, Omni-Channel Marketing, Intelligent Experience, Zero Inventory Management and Precise Service. Under this background, this paper takes NSH apparel company as the research object. It studies the company’s macro environment, industry environment and current marketing situation on the basis of the frontier literature and theory of digital marketing and New Retail, aims to find out that the four main problems in the marketing strategy of Apparel Customization, and separately further analyzes the reasons. In the purpose of effectively solving the problems, the paper firstly defines the objectives, principles and framework of digital marketing strategy, and then puts forward specific digital marketing strategy implementation plans from the product, service process, user experience, network marketing and other aspects combined with the five characteristics of new retail. Finally, in order to ensure the solid execution of the digital marketing strategy, the paper proposes to establish the safeguard mechanism including three aspects: operation, organization and capital. This paper innovatively integrates the high-end apparel customization industry which is slow in transformation and upgrading into the evolution of New Retail, which not only opens up the new direction for the future development of NSH apparel company, effectively improves its business performance, but also provides the reference for other IV enterprises in this industry. Keywords: Apparel Customization; Marketing Strategy; New Retail; Digital Marketing 目录 致谢......................................................................................................................................... I 摘要....................................................................................................................................... II Abstract ................................................................................................................................ III 第1章 绪论.......................................................................................................................... 1 1.1 研究背景................................................................................................................... 1 1.2 研究意义................................................................................................................... 2 1.3 国内外研究现状与文献述评................................................................................... 3 1.3.1国外研究现状 ..................................................................................................... 3 1.3.2国内研究现状 ..................................................................................................... 5 1.3.3国内外研究现状评述 ......................................................................................... 8 1.4 研究内容与研究方法............................................................................................... 9 1.4.1研究内容 ............................................................................................................. 9 1.4.2研究思路与方法 ................................................................................................. 9 1.5本文创新点.............................................................................................................. 11 第2章 相关概念及理论基础............................................................................................ 12 2.1 相关概念界定......................................................................................................... 12 2.1.1服装定制 ........................................................................................................... 12 2.1.2新零售 ............................................................................................................... 12 2.2 数字化营销理论综述............................................................................................. 14 2.2.1数字化营销的四大特征 ................................................................................... 14 2.2.2精准营销的形式与内容 ................................................................................... 15 2.2.3内容营销的形式与内容 ................................................................................... 15 第3章 NSH公司营销环境分析....................................................................................... 17 3.1 NSH公司基本情况介绍......................................................................................... 17 3.2 宏观环境分析......................................................................................................... 19 3.2.1政治环境 ........................................................................................................... 19 3.2.2经济环境 ........................................................................................................... 20 3.2.3社会环境 ........................................................................................................... 21 3.2.4技术环境 ........................................................................................................... 22 3.3 行业环境分析......................................................................................................... 23 3.3.1定制服装行业的发展历程 ............................................................................... 23 3.3.2 NSH面临的竞争状况 ...................................................................................... 24 第4章 NSH公司定制服装营销现状及存在的问题....................................................... 28 4.1 NSH公司定制服装的营销现状............................................................................. 28 4.2 NSH公司定制服装营销中存在的问题................................................................. 33 4.2.1客户增长后继乏力 ........................................................................................... 33