The Research On Marketing Strategy For Brand And Channel Of M Company

Accompany with the acceleration of the internationalization process of China, as well as the influences of the globalization and financial crisis, all kinds of business fields are facing unprecedented press. Lady's wear is one of the traditional industries in China. As one important part of domestic consumer goods, it confronts with more increasing competition pressure from home and abroad. Due to a large number of foreign brands floods into the market, and competitions heats up among the domestic brands, more challenges are raised in the field of lady's wear. How to meet the challenges are the realistic questions that need to be solved.M company is a local enterprise in Shenzhen, and the brand had already been established for many years.But in recent years, the company encounters the bottleneck with the fierce competition from others, as well as its deficiency of the marketing exploring and marketing channel building and operating.In view of the current Chinese market of lady's wear industry, the paper makes a detailed analysis and discussion by taking macro-environmental and micro-environmental analysis model together with Porter's five forces theory for this field. It also takes some documents and research results as reference, which is written about the marketing, brand building and channel management in the field of lady's wear. Currently, the domestic brand of lady's wear still do not have much experiences in marketing operating,the quality of product also still can not reach a standard,in addition,plagiarism is still very common in this field,so brands are always lack of innovative spirit and ideas. The confusion of marketing channel management leads to the terminal management is still the weak aspect, and lack of the collecting of accurate information from the terminal store and feedback from the customers, the whole market do not get a high standard competitiveness In combination with the company's own managing cases, the paper made an analysis on aspects of the company's strengths, weaknesses, opportunities and threats through using SWOT theory, and an in-depth discussion on the issues of the development trend of lady's wear industry. At the end of this paper, it proposed solutions and recommendations according to solve the chief problems finally.This paper is based on the company's actual managing and operating cases as instances, combined with the knowledge that during the MBA study period I have learned and the real practical experience that I have participated in the activity of market expansion and management in the company. It elaborates on how to consolidate and strengthen the brand image, how to implement the strategies in order to realize the sustainable development, and how to improve the management of marketing channels. Also the proposed solution has a high value in use and reference for the entire field of lady's wear industry.Besides; it has a better enlightenment for other similar enterprises in marketing operation and management.