摘要:本文研究的主要内容是杭州江南布衣服饰在国内市场上的营销策略问题。悠久的丝绸文化，独特的“山水文化”，使得杭州女装形成了“清新、柔美、婉约、雅致”的品牌风格，成为中国女装的一道亮点，并逐步扩大国外市场。然而，由于地域性限制，女装品牌的不断增多，对品牌文化的不够重视，产品的同质化程度较高等使行业竞争程度日益加剧。因此，本文希望通过对江南布衣的营销策略研究，为该公司在国内的发展提供一些策略上的帮助，也希望本文能对了解杭州的女装市场有所裨益。本文首先对中国女装市场的发展做了简要概括，随之对江南布衣的营销环境做了系统分析，通过对江南布衣的营销现状和内外环境的分析，得出了江南布衣的SWOT分析。最后根据前面的分析完善江南布衣的营销策略，像建立健全的渠道策略、调整和改进价格策略、加强和扩展品牌推广策略、维护并提高顾客忠诚度，努力培养创新人才等。
关键词 江南布衣；营销策略；渠道策略；品牌文化
Abstract:The main content of this paper is the marketing strategy of Hangzhou Jiangnan commoner clothing in the domestic market. The long silk culture, and the unique "landscape culture" make Hangzhou woman's clothing has formed the "pure and fresh, soft, graceful and restrained, elegant" style of the brand. It has became a focal point of the Chinese woman's clothing, and gradually expand the overseas market. However, the competition in the industry is becoming fiercer due to the regional restrictions, the increasing of woman's clothing brand, the less attention to brand culture, the high degree of product homogeneity degree. So this paper wants to offer some help in strategies in the development of domestic for this company , also helpful to anyone who wants to study the Hangzhou woman's clothing market through the study of marketing strategy of Hangzhou Jiangnan commoner clothing co,LTD in the domestic market. This paper first made a brief summary of the development of China's woman's clothing market, then analyze marketing environment of this company systematically, Through the analysis of the present situation of the marketing in jiangnan commoner cloth and the analysis of internal and external environment, the SWOT analysis of jiangnan commoner cloth is obtained. Last, this paper make some exploration of the marketing strategy of Jiangnan commoner clothing according to the former analysis, like establish and improve the channel strategy, adjusting and improving the pricing strategy, strengthening and expanding the brand promotion strategy, maintaining and improving customer loyalty, and striving to cultivate the innovative talents etc.
Key words Jiangnan commoner clothing；marketing strategy；channel strategy；brand culture
