Research On Marketing Strategy Of Suit-dresses Department In Binjiang Commercial Building

Alvin Toffler once said:"there is no marketing strategy for businesses, as the aircraft voyages in the bad weather, and always wallowes in high-speed air flow, walks through the rain, and finally losts, even if the aircraft doesn't crash, but also runs out of fuel." Corporate marketing strategy is a beacon of enterprise development.And only defining its development goals, it may create successful enterprise. Numerous studies have shown that:the high importance of marketing strategy and the concern on customer needs and interests are critical success factors for enterprises to improve core competitiveness, develop and maintain a sustainable competitive advantage. For the dress retail industry, there are plenty of stores, and the market competition is severe, so a clear and practical strategy is crucial to dress retail enterprise. With the background of Tianjin Binjiang commercial enterprise, Combing Literature Review, Case studies and Analysis of inductive methods, this thesis studies marketing strategy of dress store in Binjiang commercial enterprise.Firstly, the background and significance of the papers, status, study methods and ideas, relevant theory have been discussed. Later the paper introduces the company's situation, describes and analyzes the current marketing model. Under the guidance of the strategic management theory and marketing theory, the article analysis external environment of Binjiang commercial enterprise through PEST and Michael Porters Five Forces Model analysis. On this basis, segment dress market, select the target market and fix suitable positions. Finally, formulate the business marketing strategy. in the end, the paper proposes measures to keep the marketing strategy going smoothly and evaluates the expected effects.Through new marketing strategy, enterprises will make the situation better that the dress marketing strategy is not clear and improve core competitiveness. All of these provide a strong guarantee for sustainable development and long-term survival of enterprises.In addition,the enterprise marketing abilities will be greatly improved.And it provide a strong support for improving the social image of companies, building brand and increasing the economic efficiency of enterprises.