| With the boom of the Internet of Things, RFID(Radio Frequency IDentification) market is growing continuously, more and more attention has been put on the apparel industry market. The apparel industry of Fujian province is a new market with great potential. How RFID companies challenge the competition in the business organizational market becomes a considerable issue and that’s the reason of how the research begins.This paper reviewed the theory of organizational marketing, described the types, characteristics, purchase decision-making process and the role of the purchase process, explored the market segmentation and target market positioning of organizational market, hoping it provided the theoretical basis for RFID business market. Meanwhile, this paper illustrated the RFID feature and the application of RFID in apparel industry market, designed and implemented the qualitative and quantitative research and analysis of the apparel industry market of Fujian province, offered suggestions for the A company of RFID when making marketing policy.The research and analysis adopted depth interviews and questionnaires method to explore the well-known apparel enterprises of Fujian province. By interviewing and questioning the mid-level and high-level interviewees, this paper summed up the understanding of the current information system situation and the existing problems when manage the supply chain of apparel enterprise, tried to find out the probable challenges and difficulties of using RFID technology. The questionnaire data are collected and analyzed by Excel and SPSS software, giving descriptive statistics, crosstabs analysis and correlation analysis, focusing on micro segments of business market to identify the benefits and the obstructive factors of RFID technology. According to the research, the study provides marketing suggestions and recommendations to A company, including target market positioning, competitive advantage and marketing mix strategy. |
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