摘要
在后疫情时代，经济增速已位列世界前茅。但随着我国供给侧结构性改革政
策的颁布，我国经济增速有所放缓，开始转向高质量发展阶段。在这样的背景下，
服装行业市场也受到了一定影响，市场规模缩减，竞争日渐激烈。我国是服装生
产大国和销售大国，而男装市场是其中一个分支，因为男装市场占比和行业集中
度情况持续提升，同时随着新的消费模式与渠道越来越完善，人们的消费观念也
在不断提升，越来越追寻高品味，追求个性化的服装，如何在激烈的市场竞争中
成功突围，公司会重点关注营收增长率的高低，来评价一个公司成长的状况和发
展力。营收增长率高，表明公司规模在快速扩张，市场占有率和影响力也会随着
增强，是公司发展态势良好的体现。也就是说企业是具备持续造血能力。增长率
下滑，表明公司主营业务大幅度下滑，这是很严重的预警信号。
本文以 HD男装为研究对象，运用了 PEST理论、4P营销理论、STP战略理
论等理论以及文献分析、问卷调查、实例研究的方法对 HD男装的营销状况进行
了分析研究。针对 HD男装营收增长率低结果进行研究，通过分析了男装行业的
机会环境因素和威胁环境因素，同时用 STP战略分析法给公司进行了男装行业
的市场细分、目标市场和市场定位，明确 HD男装的目标市场。
在目前激烈的市场竞争中，HD男装营收增长率低，发展遇到了瓶颈。分析
了竞争对手 L公司的营收增长率，经过和 L公司营收增长率的对比，显而易见
的看出，HD男装营收增长率降低，而竞争对手 L公司营收增长率提高。营收增
长率低将导致公司现金流出现风险、市场竞争能力降低、品牌优势减弱等。通过
调研，发现 HD男装营销问题是产品竞争力弱、价格竞争力弱、渠道竞争力弱、
促销竞争力弱。问题的原因是产品设计水平低、产品定价不合理，渠道管理不全
面，促销策略不完善。其中产品设计水平低表现在产品款式过于落伍、产品缺乏
创新性、同质化产品过多、不懂搭配、能力不足、产品品类过多质量不能保证等。
其定价不合理主要表现在定价浮动过大，加盟商定价机制不明确、供应链工厂报
价过高、偷工减料。其渠道管理不全面表现在新兴渠道未重视、传统渠道销售模
式和布局过于单一，网络营销不够深入等。HD男装促销策略不完善表现在对品
牌认知度不够、促销手段过于单一、地方合作欠缺、消费者不够重视、缺乏前期
市场调研呢、缺乏效果评估等。如果不能够很好地解决以上问题，则 HD男装的
生产经营则一定会受到制约。
本文基于以上的分析，综合运用相关理论方法，根据 HD男装市场发展动态
及公司发展特点针对以上为题提出了 HD男装的营销策略优化方案。概括产品改
善策略主要包括优化产品系列、定制 VIP服务、实施 IP跨界联名和改善产品设
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计穿搭等等；HD男装价格优化策略包括根据完善季节性定价、加盟商定价优化、
提升供应商管控等；其渠道优化策略概括为增加线上渠道，强化网络营销，优化
传统渠道销售模式和布局等。其促销优化概括为提升品牌力，丰富促销模式、维
护公共关系、重视售前调研、加强售后反馈等，从产品、价格、渠道、促销四个
方面优化 HD男装营销策略。
本文研究可以对 HD男装进一步提高营收增长率，优化其营销策略具有很深
刻的研究效果，为未来发展提供帮助，也为类似的企业的客户提供参考和借鉴，
有着较为突出的理论与实践意义。
关键词:HD男装；营销策略；4P
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ABSTRACT
In the post-covid-19 era, China's economic growth rate is among the highest in
the world. However, with the issuance of China's supply-side structural reform policy,
China's economic growth slowed down and began to shift to a stage of high-quality
development. In this context, the clothing industry market has also been affected to a
certain extent, the market scale is reduced, the competition is increasingly fierce. Our
country is a giant in production and sales of clothing, and men's clothing market is
one of the branch, because of men's clothing market share and industry concentration
situation continues to improve, at the same time as the new consumption patterns and
channels become more and more perfect, people's consumption concept has been
promoted, more and more pursuit of high taste, the pursuit of personalized clothing,
how to succeed in the fierce market competition to break, The company will focus on
the level of revenue growth rate, to evaluate a company's growth and development. A
high revenue growth rate indicates that the company is expanding rapidly, and its
market share and influence will also increase, which is a good reflection of the
company's development. That is to say, the enterprise is capable of continuous
hematopoiesis. The growth rate declines, indicating that the company's main business
declines substantially, which is a very serious warning signal.
In this paper, HD men's wear as the research object, the use of PEST theory, 4P
marketing theory, STP strategic theory and other theories as well as literature analysis,
questionnaire survey, case study methods of HD men's wear marketing status analysis.
In view of the low revenue growth rate of HD men's clothing, through the analysis of
the opportunity environment factors and threat environment factors of men's clothing
industry, at the same time with STP strategic analysis to the company's men's clothing
industry market segmentation, target market and market positioning, clear HD men's
clothing target market.
In the current fierce market competition, HD men's clothing revenue growth rate
is low, development has encountered a bottleneck. After analyzing the revenue
growth rate of competitor L company, it is obvious that the revenue growth rate of
HD men's wear decreases while that of competitor L company increases. Low revenue
growth rate will lead to the company's cash flow risk, reduced market competitiveness,
weakened brand advantage.Through investigation, it is foundthat HD men's
marketing problems are weak product competitiveness, weak price competitiveness,
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