Nowadays most domestic seamless underwear companies are highly export-oriented, with homogeneous competition, and are very weak in fending off market risks. Also, they have encountered other unfavorable factors, such as the decreasing of market demands and orders, and the increasing of labor cost, which make profits drop down and capital chain intensified. Ensuing adverse factors would get export-oriented companies in an awkward dilemma with threats coming from both home and abroad. This would mean that in the current market environment, advantages based on quantity and low labor cost can no longer serve the companies further development. However, brand has become the most valuable soft power of an enterprise and brand success the only key to market competition. Henceforth, for domestic seamless underwear companies, instead of developing OEM, they should undergo industrial upgrading and carry out self-branding strategies. For the reason that seamless underwear has but a very short period of development in China, most researches that are available at present are about seamless underwear weaving technology, product development and wearing comfort. Beside, despite the fact that there are many domestic seamless underwear companies in China, you can’t actually name one renowned brand that’s specialized in the seamless underwear section. As a result, marketers and researchers are clueless and are still at the stage of exploring when it comes to business models and marketing strategies of branding. Therefore, under the commission of A Seamless Company, consumer research was carried out, and branding strategies as well as specific marketing strategies were put forward combined with market dynamics and competence ability of the enterprise analysis.The focuses of this paper were "consumer behavior research" and "evaluation of competence ability of the enterprise". Through extensive literature (almost200articales) reading, generalization, and analysis, combined with2monthes internship in the company, professional interview and market research were carried out, based on which the characteristics, consumer purchase decision-making styles, and consumer purchase intention model of seamless underwear consumers were analyzed. And influence factors on competence ability of the enterprise were explored. The main research contents and achivements are as follows.①Purchase styles of seamless underwear were studied through factor analysis and cluster analysis, which results showed that seamless underwear consumers could be classified into4categories. They were fashion-brand type, perfectionism type, value-orientation type, trendy-enjoyment type, the percentages being4.0%,22.0%,45.5%and28.5%, respectively.②Purchase intention model of seamless underwear indicating the influencing factors were proposed on the basis of the theory of perceived characteristics and the theory of planned behavior. And an empirical study of the proposed model was carried out by AMOS structural equation method (Structural Equation Modeling, referred to as SEM). Through model fitting results, the degree of influence of various factors on seamless underwear consumers could be detected. ③The index system of competence ability of enterprise was established, and competition of enterprise of A Company was analyzed through the analytic hierarchy process and the multistage fuzzy comprehensive evaluation. The results showed that the overall competence ability of enterprise of A Company is relatively strong, with strong internal development and produce advantages, being able to respond to external threats and make use of favorable opportunities and avoid unfavorable treats. However, it did not have the terminal sales experience and market control ability that a strong brand entails.④Market segmenting was carried out based on statistical analysis of consumer group division and demographic variables. The brand target was positioned on high-end customers. And then a focused differentiation strategy for A Seamless Underwear Company was confirmed.⑤Detailed product, price, place and promotion strategies were formulated based on a comprehensive understanding of consumer characteristics and the situation faced by A Company. Product strategy included development time plan, product launching plan, and product structure. Price strategy for A Seamless Underwear Company was a "High-quality-same price (more for the same)"strategy. Place strategy was as follow:department stores and boutiques were the main distribution channels, while on-line stores were complementary. And promotion strategies were made from5perspectives as advertising, sales promotion, public relations, personal selling and direct marketing, which would change and be adjusted with the evolvement of product life circle.The consumer purchase styles, purchase intention model, competence ability of enterprise evaluation model, STP strategies and the marketing mix strategies of seamless underwear studied in this paper had already been partly used in companies, and according performances were improved to some extent. This proved that the afore mentioned achievements of this study were valuable references for domestic seamless underwear companies as to how to get an insight into the purchase behavior of Chinese consumers and how to implement self-brand strategies. |