摘要：中国是全球最大的服装生产国和消费国，而位于中国东部沿海的城市宁波，作为鸦片战争后最早与国外通商的口岸城市之一，不仅受到外来红帮文化的影响，而且也拥有极具本土特色的原创设计，宁波服装在整个中国乃至全世界的服装行业中都具有极高的地位，尤以宁波的男装最为出彩，雅戈尔、杉杉、罗蒙、太平鸟等一批宁波本土品牌，在中国男装市场中已经占据相当的地位。

GXG作为宁波男装品牌中的后起之秀，自2007年品牌诞生至今，短短十年，品牌得到了迅速发展，如今GXG品牌又成功被LV收购。在日趋激烈的服装市场竞争中，如何保持现有品牌活力，提升现有消费者的忠诚度，挖掘更多的潜在消费者，使GXG在未来的发展中，依然能够保持甚至提升当前的市场份额，是GXG品牌发展需要着重考虑的问题。本文选择GXG男装品牌，分析品牌的营销现状，找准品牌定位，发现存在的问题，重新整合GXG品牌的4P营销策略。70620

毕业论文关键词：GXG   市场营销   男装   4P策略

Marketing Strategy of GXG 

Abstract: China is the largest producer and consumer of clothing in the world, and Ningbo a city of China is the largest production base of colored yarn, the largest jacquard weaving base, the largest knitwear and garment production base in the country. As one of the earliest open trading port after the Opium War, Ningbo not only has the foreign culture of “Hong Bang”, but also has local original design. Ningbo clothing should not be overlooked in the garment industry around China and around the world, and Ningbo men's clothing does the best. Ningbo local brands have occupied a certain market share, such as YOUNGOR, FIRS, ROMON, PEACEBIRD, etc.   

Since the establishment of the brand in 2007, GXG a Ningbo rising brand has hsd a rapid development, and now, GXG has been acquired by LV. In the increasingly fierce clothing market competition, how to maintain brand vitality, increase customer loyalty, mining more potential consumers, in order to obtain greater market share, is the key problem needed to be considered by GXG. This paper chooses GXG, analyses the current situation of brand marketing, confirms the brand positioning, discovers problems, and develops 4P marketing strategy for GXG.

Key words: GXG   Marketing   Clothing   4P 

目 录

一、绪 论 1

（一） 研究背景 1

（二） 研究意义 1

（三） 研究方法 1

1．文献研究法 1

2. 市场调查法 1

3．信息研究法 2

二、GXG营销现状分析 3

（一）GXG品牌介绍 3

（二）环境因素分析 3

1．政治环境 3

2. 经济环境 4

3. 社会环境 4

4. 技术环境 5

（三）消费者分析 5

1. 消费者服装消费习惯分析 5

2. 消费者对GXG品牌认知分析 6

（四）竞争者分析 7

（五）SWOT分析 10

三、GXG品牌定位分析