摘要
摘要
随着国家经济高质量发展政策的逐步落地，消费的不断升级，消费者对牛
仔裤的要求将更讲究个性化，势必会诞生更多的牛仔裤细分市场，国内外大品
牌无法通吃所有市场需求，留给大片的市场空缺给中小厂家。与此同时，随着
移动互联网的普及，短视频、网红经济的崛起，产品的推广以及市场反馈更迅
速，中小服装厂家具有快速做大的可能。新的时代背景下，中小企业要抓住新
的机遇，专注于自己的细分客户群体需求，打造好产品品质，借助网络平台迅
速形成裂变传播，快速的给消费者提供服务或者产品。
本文所探讨的A牛仔裤公司，是一家集设计、生产、销售一体化，为青年
人提供个性十足、性价比高的牛仔裤企业。公司通过在牛仔裤核心批发地带设
立批发门店，服务来自全国各地的批发商和零售商，但由于市场竞争日趋激烈，
目前A牛仔裤公司营销遇到一些发展瓶颈。本文通过对A牛仔裤公司国内市场
营销环境的分析及访谈发现，如今，A牛仔裤公司虽然在积极扩展国内市场，然
而因为资源与能力等诸多方面的缺陷，还存在市场渠道单一、促销方式传统、
有形展示缺乏吸引力，价格策略缺乏灵活性、客户维护缺乏系统化等问题。基
于此，在企业营销理论指导下，A牛仔裤公司国内市场营销要结合问题导向和发
展导向，要将市场定位于具有一定收入和知识水平的青年人士，契合目标客户
群体的独立、自信、活力、时尚的消费需求。同时在价格策略优化方面，要提
高产品性价比，价格灵活调整；在渠道策略优化方面，要线下渠道巩固，线上
营销创新；在客户策略优化方面，要客户资源开发，客户关系维护。在此基础
上，A牛仔裤公司要加强组织、制度、资金、文化保障，加强战略顶层设计，加
大人才队伍建设，优化金融机构合作，适时引进战略投资，以此来推进A牛仔
裤公司发展更可持续，营销策略实施更高质量。
关键词：营销策略；牛仔裤公司；STP；7Ps；国内市场
I
Abstract
Abstract
The gradual implementation of the national high-quality economic development
policy and the continuous upgrading of consumption, consumers' requirements for
jeans will be more personalized. In this way, more jeans market segments will be born.
Large international brands or domestic brands can not take all of the market demand,
leaving large market vacancies for small and medium-sized manufacturers. At the
same time, with the popularity of mobile Internet, the rise of short video and online
Red economy, the promotion of products and market feedback are more rapid, and
small and medium-sized garment manufacturers have the possibility to grow rapidly.
In the new era, small and medium-sized enterprises should seize new opportunities,
focus on the needs of their own customer segments, create good product quality,
quickly form fission communication through the network platform, and quickly
provide services or products to consumers.
The jeans company discussed in this paper is an enterprise integrating design,
production and sales to provide young people with jeans with full personality and
high cost performance. The company has set up wholesale stores in the core
wholesale area of jeans to serve wholesalers and retailers from all over the country.
The marketing of a jeans company has encountered some development bottlenecks.
Through the domestic marketing environment and interview of a jeans company, this
paper finds that although a jeans company is actively expanding the domestic market,
due to the relative lack of resources and capabilities, there are still some problems,
such as single market channel, traditional promotion methods, lack of attraction of
tangible display, lack of flexibility of price strategy, lack of systematization of
customer maintenance and so on. Based on this, under the guidance of enterprise
marketing theory, the domestic marketing of a jeans company should combine
problem orientation and development orientation, locate the market to young people
with a certain income and knowledge level, and meet the independent, confident,
dynamic and fashionable consumption needs of the target customer group. At the
II
Abstract
same time, in terms of price strategy optimization, we should improve the cost
performance of products and adjust the price flexibly; In terms of channel strategy
optimization, we should consolidate offline channels and innovate online marketing;
In terms of customer strategy optimization, we should develop customer resources
and maintain customer relations. On this basis, a jeans company should strengthen the
guarantee of organization, system, capital and culture, strengthen the top-level design
of strategy, increase the construction of talent team, optimize the cooperation of
financial institutions, and timely introduce strategic investment, so as to promote the
development of a jeans company to be more sustainable and the implementation of
marketing strategy to be higher quality.
III