摘要随着社会的不断进步，人们生活水平的日益改善，越来越多的人开始重视服装穿戴，尤其是中年女性，在过于无法满足其时尚需求的情况下，对现在各种中年服饰的需求越来越大，这也直接带动服装企业的发展。同时服装行业的竞争激烈程度也促使了服装企业对自身营销策略的制定、实施与优化。市场营销将对企业未来发展起到决定性作用，因此本文将以YH公司为例，借助4P理论对YH公司市场营销问题进行研究，YH公司如何找准市场定位、如何确定目标市场、如何制定营销策略来满足消费者的需求，成为YH公司函待解决的问题。最后从4P策略角度提出YH公司市场营销策略问题的优化建议，希望该公司能够更好更快的发展。关键词：YH公司：市场营销：4P策略AbstractWith the continuous advancement of society and the improvement of people's livingstandards,more and more people are paying attention to clothing wear,especially formiddle-aged women.In the case that they are too unable to meet their fashion needs,they arenow facing various middle-aged costumes.The demand is getting bigger and bigger,whichalso directly drives the development of clothing enterprises.At the same time,the fiercecompetition in the apparel industry has also prompted garment companies to formulate,implement and optimize their own marketing strategies.Marketing will play a decisive role inthe future development of the company.Therefore,this article will take YH company as anexample to study the marketing problem of YH company with 4P theory.How does YH findout the market positioning,how to determine the target market,and how to developmarketing strategy.To meet the needs of consumers,it has become a problem that YHCompany has to solve.Finally,from the perspective of 4P strategy,I propose the optimizationproposal of YH company's marketing strategy,and hope that the company can develop betterand faster.Key words:YH company;Marketing;4P strategy目录摘要Abstract.…1绪论1.1研究背景…1.2研究的目的及意义1.3研究内容和方法…2相关理论论述2.1市场营销理论概述2.2国内外研究综述343YH公司营销策略现状分析.73.1YH服装公司营销策略的现状…84YH公司市场营销存在的问题124.1产品营销策略存在的问题…124.2价格策略存在的问题…124.3渠道策略存在的问题4.4促销策略存在的问题135YH公司市场营销策略优化建议145.1YH服装公司营销策略总体设计145.2产品策略优化建议，5.3价格策略优化建议5.4渠道策略优化建议5.5促销策略优化建议6总结19致谢21