Research On The Marketing Strategy Of Hengwei Dress

With the continuous growth of the modern economy and innovation of the new network technology, the traditional marketing mode of clothing can’t meet the demand of people with sense of new consumer culture. E-marketing is growing rapidly with its new marketing mode and concept, and gradually accepted by consumers. E-marketing has become more and more important in the competition of clothing mills due to the widespread use of E-commerce. So creating E-marketing strategy with current resource is critical for Hengwei to keep growing under the situation of tough competition.Firstly, using the method of literature, consulting a large number of clothing network marketing aspects of literature, investigation and research development situation of clothing Hengwei’s E-marketing, and provide theoretical and empirical facts for the article; secondly through empirical research methods, survey and interview in Yancheng by all kinds of shopping mall customers and sales staff, collect the clothing in network marketing the data, and analysis of network marketing in the marketing strategy of Hengwei clothing with the problems, in order to make more research in theory, more effectively guide the practice of research methods; finally through qualitative analysis and quantitative analysis, combining the internal and external factors, the investigation and Research on the target consumers, collect relevant the data to develop appropriate marketing strategies.This thesis takes Hengwei’s E-marketing strategy on as the object of research, uses the E-marketing theory and research results of worldwide scholars as a reference. Firstly the author summarized the E-marketing development status and macro-environment of domestic clothing industry, also indicates the current status and trend of E-marketing strategy. Under the situation of tough competition between clothing mills, marketing strategy has become critical for a mill to survive and develop. Then referring to the current status and existing problems of Hengwei’s E-marketing strategy, the author analyzed the advantage, disadvantage, opportunity and thread of Hengwei’s strategy of E-marketing through SWOT method. At last, according to the macro-environment and Hengwei’s advantage, the author raised a few suggestions that suits Hengwei the best which includes network brand strategy, network promotion strategy,4C E-marketing strategy and network service strategy.