A Study Of Marketing Strategy Of Shaoxing Guanyou Dress And Ornament Co Ltd

With the development of social economy and the improvement of people’s living level, customers put forward higher requirements on the quantity and quality of the clothing’s consumption. On the other hand, under the circumstance of the fierce competition on apparel market, Guanyou Dress and Ornament Co. Ltd. is facing multiple challenges such as marketing, branding, service etc. So it has important practical value that how to develop marketing strategies to enable the company to survive and develop in the increasingly fierce competition in the apparel market.This paper based on the relevant marketing theory and the review of relevant literature. It analyzed the micro media and macro marketing environment of Guanyou dress and ornament, it analyzed the status of enterprise marketing and it’s existing problems, it also analyzed customer’s marketing demand and competitors of the enterprise. Through use of the SWOT tool, It analyzed the existing strengths, weaknesses,opportunities and threats of Guanyou dress and ornament in order to provide the basis of further developing of marketing strategy on Guanyou dress and ornament. After market segmentation, target market selection and market positioning to Guanyou dress and ornament,it made out some marketing strategies such as products strategies, price strategies, channel strategies, promotion strategies. In order to ensure the marketing strategy implementation, this paper puts forward that Guanyou dress and ornament need come to provide the guarantee for the implementation of marketing strategies through the establishment of a sound product development mechanism, the improvement of production and marketing management system, establishment of the efficient and excellent marketing team, the improvement of the marketing performance incentive mechanism, establishment of a unique corporate culture, Finally, the paper made the conclusion,the main research innovation, research limitations and further research directions.The thesis is divided into five parts on "marketing strategy of Shaoxing Guanyou dress and ornament co.", the subject was researched.The first part is the introduction about description of background and significance of thesis Research, and comprehensive description of related marketing management theory at home and abroad,take it for reference.And around the thesis topic,research paper described in detail the main contents,methods and basic framework.The second part analyses the micro economic environment and macro economic environment about this enterprise.The third part is the marketing strategy formulation which includes market segmentation,target market selection and positioning. Part four is the implementation on marketing strategy of Shaoxing Guanyou dress and ornament company. The last part is the conclusion of the thesis, makes a summarize and points out the shortcomings of research papers and direction of further research.Through the study of this paper, It provides some reference for improving the marketing strategy of Guanyou Dress and Ornament Co. Ltd., It also has a strong guiding value in the marketing practice of Shaoxing Guanyou Dress and Ornament Co. Ltd., Meanwhile it’s expected to be played a valuable role for improving marketing and promoting the development of similar clothing enterprise.