A Study On Marketing Tactic Of Luoyang Dingda Clothes & Shoes & Caps Co. Ltd

The clothing industry is not only a traditional but also a rising industry. As the people entering the new century, the clothing demand will be much more abundant in quality and quantity, such as leisure, personality, fashion and brand, which give great opportunities to the clothing industry. China clothing industry has reached a great achievement. Now China is one of the most important countries in the field of clothing's manufacture, export, consumption. Luoyang Dingda clothes & shoes & Caps Co. Ltd (Dingda),which belongs to a Private enterprise, is a typical medium and small-scale enterprise. Dingda has developed rapidly during the last seven years. At the same time it has many problems. The environment has been changed a lot after China entered WTO and the global textile's quota has been cancelled on January 1st 2005. So Chinese clothing products can enter any country freely. At the same time,this will bring great opportunities and more fierce competition. As a result, Dingda has to change its developing strategy and marketing tactic so that they could adapt to the new environment. This article analyses particularly the character, environment, development and current competition situation of clothing industry. Using corporation strategy and marketing theory, it discusses current problems of Dingda, analyses its strategy, marketing strategy, and offers suggestion to Dingda's brand protection with law, developing strategy, marketing tactic, product strategy, brand improving strategy, channel and service marketing strategy. The article dissertates human resource management, information strategy and enterprise culture. Especially the headquarters moving plan and cooperating with foreign companies are very important and meaning in reality for Dingda.