目录一、我国男装市场发展现状分析·································································· 2 (一)市场规模与消费需求不断扩大···························································· 2 (二)品牌选择集中度较高········································································ 3 (三)男装市场格局················································································· 3 二、企业及产品概况················································································· 4 三、海澜之家营销策略分析········································································ 4 (一)男人衣柜的形象策略········································································ 4 (二)高端中价法的价格策略····································································· 5 (三)麦当劳式直销加盟的连锁渠道策略······················································ 5 (四)首创“无干扰、自选式”的购衣服务模式············································· 6 (五)立体广告与平面广告相结合的促销策略················································ 6 1、电视广告···························································································· 6 2、注重媒介选择,扩大传播效果······························································ 6 四、海澜之家营销策略存在的问题······························································· 6 (一)市场定位不够准确··········································································· 6 (二)产品结构单一················································································· 7 (三)渠道管理过死················································································· 7 (四)价格策略不够灵活··········································································· 7 (五)电视广告选择单一··········································································· 8 五、海澜之家营销策略建议········································································ 8 (一)市场定位的策略建议········································································ 8 (二)加强产品设计和开发········································································ 9 (三)从改进外观形象以及管理模式来优化渠道管理······································· 9 (四)差异定价与优惠定价相结合的价格策略····························
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