摘 要

随着社会的不断发展，服装行业的竞争越来越激烈，海澜之家全新的营销模式给市场带来了新的生机，创造了很好的销售业绩。通过分析海澜之家的发展历程和市场表现，探究海澜之家的全国连锁的经营，统一形象的管理和超大的男装自选购衣以及网络营销模式，发掘海澜之家营销模式的优势之处，给其他企业作为参考，进而推动中国服装行业整体的发展。同时发现海澜之家营销模式存在的不足:

（1）经营业务比较单一，缺乏多样性。海澜之家经营业务只有男装，没有涉及到其他产品的研发和设计销售，在与一些经营业务多样的企业比较时，缺乏多样性的优势，不利于企业竞争性的提高。

（2）销售管理渠道过于死板，缺乏灵活性。海澜总部控制一切，过度的管理加盟商，使得海澜之家门店销售的提高缺乏了灵活性。

（3）价格制定过于统一，库存积压问题严重。海澜之家定价采取的是统一定价，不打折，这种方式不利于换季商品的销售，也不利于吸引消费者购买当季的商品，造成了严重的库存积压问题，不利于企业的销售业绩的提高。

针对这些问题提出了3点改进措施：

（1）增加经营业务，寻求新客户。海澜之家经营业务单一，可以通过增加经营业务来提升企业的竞争力，寻求一些新的客户，为企业吸引更多的消费者关注海澜之家，开拓市场，扩大发展空间，从而提高企业的利润。

（2）放权给加盟商，优化管理渠道。给加盟商一定的管理权利，优化管理的渠道，可以提高加盟商的积极性，有利于解决当地的实际情况，及时调整销售方案，促进企业的销售业绩。

（3）优惠产品定价，缓解库存积压。对于过季商品采取优惠定价，有利于吸引消费者购买，从而缓解库存积压问题。

本文对海澜之家营销模式进行了研究，这对推动海澜之家自身企业和其他企业发展都有着重要的意义。

关键词：海澜之家；营销模式；创新；品牌

Sea Orchid House Marketing Mode

Abstract

With the continuous development of society, more and more intense competition in the apparel industry, Sea Orchid House new marketing model to the market brought new vitality, create a good sales performance. Sea Orchid House by analyzing the development process and market performance, explore Heilan House national chain operations, unified image management and oversized men's clothing from the purchase and network marketing model to explore the advantages of Sea Orchid House Marketing Model place, as a reference to other companies, thus promoting the overall development of the Chinese garment industry. Sea Orchid House also found insufficient marketing model exists:

1. Business is relatively simple, the lack of diversity. Heilan home business only men, not related to R amp; D and design to sell other products, in comparison with a number of diverse business enterprises, the lack of diversity advantage, is not conducive to the improvement of enterprise competitiveness.
2. Sales channel management is too rigid, inflexible. Heilan headquarters control everything over the management franchisee, so Heilan stores sales increase lack of flexibility.

(3) The pricing is too unified inventory problem is serious. Sea Orchid House adopted a uniform pricing pricing, do not discount this approach is not conducive to sales of seasonal goods, is not conducive to attract consumers to buy seasonal goods, causing serious inventory problem, is not conducive to business sales improvement.

To solve these problems, 3 improvement measures are put forward:

1. Increase in operating business and seek new customers. Sea Orchid House single business, it can enhance the business by increasing the competitiveness of enterprises to seek new customers, for companies to attract more consumers are concerned about Sea Orchid House, open up markets, expand the space for development, thereby enhancing profits.
2. Decentralization to the franchisee, and optimize management channels. To the franchisee certain management rights, to optimize the management of the channel, we can increase the enthusiasm of franchisees, help solve local conditions, timely adjustment of marketing programs to promote the company's sales performance.

(3) The preferential pricing, ease inventories. For a quarter of goods adopt preferential pricing, will attract consumers to buy, thus easing the inventory problem.

In this paper, the Sea Orchid House has been studied marketing model, which is to promote the Sea Orchid House's own enterprises and other enterprise development are of great significance.

Key words: Sea Orchid House; marketing model; innovation; brand

目 录

1 绪论 1

1.1 研究的背景 1

1.2 研究的目的及意义 2

1.3 主要研究内容和计划 2

1.4 国内外研究综述 2

2 海澜之家的市场环境描述 4

2.1 中国服装行业的概况及竞争态势 4

2.1.1 中国服装行业概况 4

2.1.2 服装市场需求分析 5

2.1.3 中国服装行业竞争态势 6

2.2 海澜之家的发展概况 6

2.2.1 海澜之家的发展历史 6

2.2.2 海澜之家市场地位 7

2.3 海澜之家的主要竞争对手 7

2.3.1 七匹狼男装 7

2.3.2 染牌男装 7

2.3.3 劲霸男装 7

2.3.4 杉杉 8

3 海澜之家的营销模式 9

3.1 无干扰、男装自选式购衣模式 9

3.1.1 首创自选模式，全新的理念 9

3.1.2 统一的形象，超大的规模 9

3.2 麦当劳式的直营连锁销售渠道 9

3.2.1 海澜之家的直营方式 9

3.2.2 海澜之家的连锁加盟方式 10

3.3 高品质、中价位的品牌理想 10

3.3.1 企业产品品质 10

3.3.2 企业产品价格 11

3.4 资讯领先策略 11

3.4.1 建立强大的信息站 11

3.4.2 开展国际间业务 11

4 海澜之家的市场战略 12

4.1 海澜之家企业文化及产品介绍 12

4.1.1 海澜之家的企业文化 12

4.1.2 海澜之家的企业产品 12

4.2 海澜之家的产品定位 12

4.2.1 针对大众消费者的服装品牌 12

4.2.2 产品的高性价比 13

4.3 海澜之家的品牌战略 13

4.3.1 海澜之家的品牌形象 13

4.3.2 海澜之家的品牌认知度 14

4.3.3 海澜之家的品牌格调 14

4.4 海澜之家的品类打造 15