都市丽人时尚内衣市场营销策略分析.doc

摘要:随着人们思想的日益开放、消费水平逐年提高，人们在衣着上对美的追求开始由外到内，内衣消费需求快速上升，且对内衣的质量、时尚、舒适度有了更高的要求。

　　　都市丽人于1998年成立，在10余年的发展历程中一直显示着蓬勃向上的姿态，从发源地深圳起步，终端门店逐渐遍布全国160所城市。品牌的迅速发展得益于中国整个内衣市场的高速增长、优质平价的产品和快速扩张的渠道。但针对品牌未来的方向，都市丽人面临的不再是如何创业的问题，而是如何建立一个伟大而长盛不衰的企业。

　　　本论文主要针对目前我国内衣市场的整体情况，结合都市丽人品牌的十多年的经营情况和目前的现状，就其销售情况、市场竞争力和该品牌的SWOT模型分析，对现有的营销策略进行分析，对其存在的问题提出相关建议。希望能促进都市丽人实业有限公司的发展以及赢得更多的市场份额。

关键词：都市丽人  现状分析  营销策略  发展

Abstract:As people increasingly open thinking, the level of consumption has gradually increased, people dress on the pursuit of beauty begins from outside to inside, underwear rapid increase in consumer demand, and the quality of the underwear, fashion, comfort, have higher requirements.

　　　Cos mo Lady was established in 1998, at 10 years of development history has been showing vigorous gesture, from the birthplace of Shenzhen started, gradually terminal stores 160 cities across the country. Thanks to the rapid development of the brand throughout China's underwear market growth, quality affordable products and the rapid expansion of channels.But for the brand in the direction of the future. Urban women are no longer faced with the problem of how to start, but how to build a great and enduring enterprise. In view of this, this paper focuses At present, China's underwear market, the overall situation, combined with the urban beauty brand's 10 years of operation and the current status of its sales, market competitiveness and the brand SWOT model analysis of existing marketing strategies to analyze the problems of their suggestions. Hoping to promote the development of urban women Industries Limited and win more market share.

Keywords: Cos-mo lady；status analysis；marketing strategy；develop