Research On Marketing Strategy Of Business Wear In QZB Company

With the advent of economic globalization and the deepening of China’s opening up, the domestic apparel industry will face the dual pressure of competition from home and abroad. Apparel industry as a branch of clothing industry, will also be affected by the competition. As the international brand wear enterprises have entered the domestic market, the competition will be heating up. It is no exaggeration to say that the domestic wear industry competition has entered the "Red Sea" state.For many domestic apparel enterprises, how to survive the fierce competition and how to develop are of important strategic issues they are facing.In this paper, literature research, case studies, research and interviews and other research methods were used to study Marketing Strategy of QZB Company. Firstly, we combed the current research on apparel strategy by reading a lot of literature.Secondly, we collected comprehensive data of QZB Company through case studies, research, interviews, etc. and analyzed the competition and challenges, external environment, internal resources, capabilities of QZB. On this basis, we made the Marketing Strategy based for the development of QZB based on Blue Ocean Strategy conceptual framework and strategy development principles. Finally, problems implementing the marteting strategy may face are analyzed and proposed measures to ensure implementation of the strategy.We draw the following conclusions:(1) Our current business wear face enormous competitive pressures, the use of new marketing strategy is a new path for wear enterprises to opening up new markets and achieving new growth;(2) For wear enterprises, their development is facing a huge market opportunity, while also facing technological change, demand uncertainty and diverse challenges, companies must pay attention to wear changes in the external environment and market demand.(3) The new marketing strategy offers new ideas for QZB Company, but a profound understanding of strategy formulation and implementation is the key to successful implementation of the strategy.