摘要随着经济的快速发展，家庭收入增长，我国人民生活水平有了显著的提升。休闲类消费支出在我国各家庭日常消费支出中的占比不断上升，必要类消费支出的占比则不断下降，例如食品消费支出。而服装属于休闲非必要类消费支出，所以服装行业的发展潜力越来越大，同时服装行业的竞争也将更加激烈。服装企业数量日益递增，在服装产品设计、营销渠道、市场定位等方面的竞争也日趋严峻。本课题开头对本课题的研究背景、目的及意义进行了分析，指出分析对当前以纯服装存在问题的分析对于国内服装企业和快时尚行业具有重要的理论借鉴和实践借鉴意义；依据本课题的研究目的，提出了针对以纯服装的主要研究内容以及方法，并对市场营销策略的相关理论进行了简要概述；后指出以纯服装存在的问题表现在以下几个方面：市场定位不准确、营销策略目标不明确、促销形式单一、渠道管理不当、广告投入不足；最后基于改善以纯服装经营状况这一前提，提出了进行精确的市场定位、制定目标明确的营销策略、制定丰富的促销方案、加强营销渠道的管理、加大广告投入等应对措施。关键词：营销策略服装市场定位AbstractWiththerapiddevelopmentofeconomyandtheincreaseoffamilyincome,thelivingstandardoftheChinesepeoplehasbeensignificantlyimproved.Spendingonfoodasaproportionofhouseholdexpenditureisonthedecline,whilespendingonclothing,leisure,travel,entertainment,educationandotheritemsisontherise.Clothingenterpriseswillusheringreatermarketopportunities,atthesametime,clothingindustrycompetitionwillbemoreintense.Withtheincreasingnumberofgarmententerprises,thecompetitioninproductdesign,marketingchannelsandmarketpositioningisincreasinglysevere.Atthebeginningofthispaper,theresearchbackground,purposeandsignificanceofthistopicareanalyzed.Itispointedoutthattheanalysisoftheexistingproblemsofpureclothinghasimportanttheoreticalandpracticalreferencesignificancefordomesticapparelenterprisesandfastfashionindustry.Accordingtotheresearchpurposeofthistopic,themainresearchcontentsandmethodsofpureclothingareputforward,andtherelatedtheoriesofmarketingstrategyaresummarized.Thenitpointsoutthattheproblemsexistinginpureclothingaremanifestedinthefollowingaspects:inaccuratemarketpositioning,unclearmarketingstrategyobjectives,singleformofpromotion,improperchannelmanagement,insufficientadvertisinginvestment,etc.Finally,basedonthepremiseofimprovingthebusinesssituationofpureclothing,thispaperputsforwardsomemeasures,suchasaccuratemarketpositioning,clearmarketingstrategies,richpromotionplans,strengtheningthemanagementofmarketingchannelsandincreasingadvertisinginvestment.Keywords:MarketingStrategyClothingMarketPositioning目录TOC\o"1-2"\h\z\u