摘要:目前中国男装产品消费市场正在处于一个变化的过渡期，消费周期日趋缩短，各个地方的新品牌不断出现，行业竞争愈演愈烈。同时，随着大量外国品牌的涌入，国内品牌的崛起和繁荣，中国男装市场的竞争将由较低层次的价格竞争转化为品牌综合实力的竞争。而品牌作为企业产品的标志，是消费者的手段，同时也是企业夺取市场的手段。中国男装企业要在激烈的市场竞争中持续保持行业领先地位，就必须进一步强化品牌意识，加强品牌管理，发挥品牌的竞争力。本文以海澜之家为例，在对海澜之家服饰有限公司的市场背景和竞争环境介绍的基础下，系统地分析了限制国内中端男装品牌营销绩效的因素及其存在的问题，进而提出了一系列提高其品牌营销绩效的策略。
关键词： 男装企业；海澜之家；品牌营销；核心竞争力；网络营销
Abstract:At present, China's transition period of product market is being in a changing，consumption cycle is getting shorter and shorter，the new brand appear in various parts, the industry competition is more and more fierce. At the same time, with the large number of foreign brands coming into our country,the rise of domestic brands, the competition of Chinese men's clothing market competition will be transformed from the low level price competition to the brand strength.On the other hand, Brand as a symbol of enterprise products.is a method for comsumers to identify products,and it’s also a way to seize the market. China's enterprises in the fierce competition in the market continue to maintain a leading position in the industry,they must further strengthen the brand consciousness, strengthen the brand management, play the brand competitiveness. In Hailan home as an example,introduct Hailan home apparel limited market background and competitive environment, analyse of the factors limiting end performance brand marketing men in China and its problems in a systematic way,and Put forward a series of brand marketing strategy to improve its performance.
Keywords: Men's clothing enterprise;Hailan home;Brand marketing;The core competitiveness；Network marketing
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