摘要森马服饰是我国知名的服装企业，企业成立于1996年，主打成人休闲服装和儿童服装产品，虚拟经营是该企业经营的主要模式，也是企业的特色之一，在服装市场上非常具有特色，一度非常受青少年的喜爱，但企业在后续发展中，却表现平平，再加上，国外服饰品牌在国内市场逐渐被认可，国内的服装市场竞争愈演愈烈，森马服饰市场逐渐被其他企业所占据。本文以森马服饰企业作为研究对象，了解森马服饰企业的市场营销情况，针对其现行的营销策略进行分析，提出森马服饰在营销策略方面存在的问题及对策，以望能够提高森马服饰在市场中的地位，也希望能给国内其他服饰品牌企业一些启示。关键词：森马营销策略市场营销AbstractSemirclothingiswell-knowngarmententerprisesinourcountry,enterprise,foundedin1996,themainadultleisureclothingandchildrenclothingproducts,virtualmanagementisthemainmodeoftheenterprisemanagement,alsoisoneofthefeaturesofenterprises,intheclothingmarketisverycharacteristic,wasonceverypopularamongteenagers,butbusinessesinsubsequentdevelopment,butmediocre,plus,foreignclothingbrandinthedomesticmarketisgraduallyrecognized,thedomesticclothingmarketcompetitionintensifying,andsemirclothingmarketdominatedbyotherenterprisesgradually.Takingsemirclothingenterprisesastheresearchobject,understandthesemirclothingenterprisesmarketingsituation,toanalyzeitscurrentmarketingstrategy,semirclothingintheaspectofmarketingstrategyisputforwardtheexistingproblemsandcountermeasures,inhopestoimprovesemirclothinginthepositioninthemarket,alsohopetogivesomeotherdomesticclothingbrandenterprise.Keywords:SemirMarketingstrategyMarketing目录TOC\o"1-2"\h\uHYPERLINK\l"_Toc26723"一、前言PAGEREF_Toc267231HYPERLINK\l"_Toc19497"二、森马服饰企业简介PAGEREF_Toc194971HYPERLINK\l"_Toc5815"三、森马服饰营销策略现状分析PAGEREF_Toc58152HYPERLINK\l"_Toc3861"（一）产品策略PAGEREF_Toc38612HYPERLINK\l"_Toc12500"（二）价格策略PAGEREF_Toc125002HYPERLINK\l"_Toc12864"（三）渠道策略PAGEREF_Toc128643HYPERLINK\l"_Toc9331"（四）促销策略PAGEREF_Toc93313HYPERLINK\l"_Toc11041"四、森马服饰营销策略存在的问题PAGEREF_Toc110413HYPERLINK\l"_Toc32050"（一）推广缺乏专业性PAGEREF_Toc320503HYPERLINK\l"_Toc6877"（二）产品竞争力偏弱，市场占有率低PAGEREF_Toc68774HYPERLINK\l"_Toc29623"（三）促销方式单一，缺少创新性PAGEREF_Toc296234HYPERLINK\l"_Toc19273"（四）渠道挖掘接近饱和，屡次增加经营范围PAGEREF_Toc192735HYPERLINK\l"_Toc30497"五、森马服饰营销策略解决对策PAGEREF_Toc3049