The Research Of ERQ Fashion Cowboy Clothing Promotion Decisions For H Company

In recent years, as economic conditions improve, clothing is no longer just keep body warm, more and more consumers inthe pursuit of fashion at the same time, more and more clothing brand into the market, garment facing competitive pressure is particularly great, so manufacturers must make good marketing decisions to improve their profits. Fashion has characteristics of perishable goods,Once in the end of sales period has not yet sold, it’s surplus value become will very low. While with the improvement of learning ability, consumers often have their own rational judgment in the choice of clothing, they no longer believe that the price war, no longer believe that businesses to provide promotional information. So retailers must consider these factors, using the model to the optimal pricing and the optimal production decision.This paper takes H company ERQ brand research, ERQ is the company’s own brand, to do professional cowboy clothing, H Company previously exported mainly to do, so it is the relative lack of experience in the promotional aspects. Our first target customer groups launched questionnaires, analyze its characteristics and consumer behavior characteristics, specifically for ERQ Fashionable jeans for sale when the focus needs to grasp. Then we analyze the ERQ fashion models existing sales strategy, we found ERQ retailers do not consider the product characteristics and consumer behavior characteristics faced, the promotion decision has an urgent need to solve the problem. To address this problem, in this paper, we combine ERQ Fashionable Jeans features and characteristics of consumer behavior to optimize ERQ sales strategy, the policy-based consumer rational consumer behavior model is introduced, and then we use the fast replenishment mechanism to further optimize the model. we use the actual operation of the numerical examples to analysis, and then we compare the size of the front and rear optimize retail profits. After a numerical example, we know that after the expected profit optimization model is significantly higher than before optimization.In addition, we also made a few suggestions for ERQ brand promotion, for ERQ reference.In short, the ERQ brand in the face of the pressure of market competition, to accurately grasp the characteristics of its own products and the psychological needs of consumers, making sales strategy accordingly, ensure the market develop smoothly.