摘要
随着我国经济结构的调整，人民生活水平的不断提升，服装业的需求也必然会不断提高。中国服装市场是世界上最大的服装销售和生产国家。从太平鸟风尚男装和太平鸟成立之初开始，男装蓝海市场就被确定了。由于成功的营销战略，在中国市场很好，很快就占领了中国市场。但是，随着外国“快时尚”服装公司的强势发展，男士服装在市场上的竞争越来越激烈。
太平鸟风尚男装在男装市场进行了18年的探索，在达成结果的同时，也需要调整自己公司的优势，改善自己公司的业务效率和对品牌的影响。服装企业的情况下，正确的营销定位和合理有效的营销战略直接影响企业的业绩，甚至影响企业的成功或失败。基于问卷调查得到的数据和参考的信息和市场营销理论的指导，本文从消费者的视角和男士服装市场的环境分析太平鸟风尚男装种市场情况，找出太平鸟风尚男装种销售业绩停滞的原因，提高实用性和操作性提案。为了太平鸟风尚男装能为同样的企业提供好的例子，可以期待更多忠实的顾客、销售业绩的有质的飞跃，为同类企业提供良好的实例。
关键词：太平鸟风尚男装；营销策略；4P策略；服装零售
Abstract
With the continuous improvement of the clothing industry， the demand of the clothing industry and the continuous improvement of the personal living standard， the demand of the clothing industry is bound to continue to improve. China's clothing market is the largest clothing sales and production country in the world. From the beginning of taipingniao fashion men's wear and taipingniao's establishment， the men's blue ocean market was determined. Because of the successful marketing strategy，it is very good in the Chinese market and quickly occupied the Chinese market. However， with the strong development of foreign "fast fashion" clothing companies， men's clothing in the market competition is increasingly fierce.
Taipingniao fashion men's wear market has been explored for 18 years. At the same time， we need to adjust our company's advantages， improve our company's business efficiency and influence on the brand. In the case of clothing enterprises， the correct marketing positioning and reasonable and effective marketing strategy directly affect the performance of enterprises， even the success or failure of enterprises. Based on the data obtained from the questionnaire survey， reference information and the guidance of marketing theory， this paper analyzes the market situation of taipingniao fashion men's clothing from the perspective of consumers and the environment of men's clothing market， finds out the reasons for the stagnation of sales performance of taipingniao fashion men's clothing， and proposes to improve the practicability and operability. In order to provide a good example for the same enterprises， we can expect more loyal customers and a qualitative leap in sales performance to provide good examples for similar enterprises.
Key words: Taiping bird fashion men's clothing; marketing strategy; 4P strategy; clothing retail
目录
一、绪论1
（一）研究背景1
（二）研究的意义1
二、太平鸟风尚男装营销策略现状2
（一）太平鸟集团概况2
（二）太平鸟风尚男装营销策略现状2
1.产品策略分析2
2.价格策略分析2
3.渠道策略分析2
4.促销策略分析3
三、太平鸟风尚男装营销策略存在的问题5
（一）产品策略缺陷5
（二）价格策略缺陷5
（三）渠道策略缺陷5
四、太平鸟风尚男装营销策略存在的问题原因7
（一）产品问题原因7
（二）价格问题原因7
（三）促销问题原因7
（四）渠道问题原因7
五、太平鸟风尚男装营销策略建议8
（一）产品策略8
（二）定价策略8
（三）渠道策略9
（四）促销策略9
六、研究结论11
参考文献
