摘 要:中国羽绒服市场竞争日益激烈，各个企业都面临着适者生存的考验，要么强大，要么淘汰。但由于羽绒服市场的进入门槛低，导致整个国内羽绒服行业情况不容乐观，很难保持稳定，尤其是为了短期利益而产生的恶劣竞争，影响整个行业的良性发展。因此，在整个羽绒服行业所面临的形势基础上，羽绒服公司应该着重寻找新的价值点，尽量规避产品同质化，争取为消费者提供更多的增值服务，以便取得良性发展，同时提升产品竞争力[1]。本文正是考虑到以上情况，以波司登集团为例，针对羽绒服市场进行考量和分析，加以总结，从中寻找出一些关键问题所在并加以解决，总体上来讲，就是从羽绒服市场整体行业状况入手，分析羽绒服所面临的行业形势，同时对波司登集团的发展进行研究，应用市场营销学相关理论方法分析解剖波司登集团发展战略以及其成功的市场营销策略，总结出其成功的品牌管理经验，以便给本行业其他企业带来借鉴和引导作用，这对我国本土羽绒服企业的品牌建设具有重要意义。

关键词：波司登集团；市场营销；营销策略组合；品牌战略

ABSTRACT:China down clothing market competition is becoming increasingly fierce. All companies are facing the challenge of the market. Maybe some of them will be powerful or be eliminated. However, the down clothing market has a low barrier, leading to the entire domestic industry becoming not optimistic, and difficult to maintain stable. Especially,some companies compete unfairly for the short-term benefits. It affects the healthy development of the whole industry .Faceing the situation in the whole down, down clothing company must find new value, avoid the homogenization of products, and provide more value-added services to consumers.At the same time, down clothing company must achieve the benign development and enhance the competitiveness of products[1].So,this paper will analysis the market,find out some of the key problems and resolve them.This paper starts from the whole industry status of down jacket market, analysis the industry situation of the whole down,and research the development of Bosideng group. There is the application of marketing strategy.And the most important thing is sum up the successful experience in brand management, find the improvement, and reach an important significance to our local down jacket brand construction.

Keywords: Bosi Deng group；marketing management；marketing strategy；brand strategy