Research On Nanchang Aidingyang Garments Co. Ltd.Cyber Marketing Strategy

Since the beginning of twenty-first Century, with the development and popularityof network technology, the number of netizen has been continuously increasing in ourcountry, and Chinese clothing industry enters new era of development with the help ofinternet and its popularity. Cyber marketing represents a trend of development, whichwill gradually become an indispensable mode in future fashion marketingdevelopment. At present, more and more clothing companies have been aware of thegreat potential of cyber marketing. They have built up their own cyber marketingchannel, which is more clearly showed in leading clothing companies with variousfashion elements. Besides, numerous clothing brands in Chinese clothing market leadto tough competition among them. Therefore, to gain market competitive advantage,clothing companies have to take innovation. Cyber marketing is the very creativemarketing mode. So, to do a deep research on cyber marketing strategy of clothingbrands in our country is meaningful for improving the competence of enterprises.Regarding Nanchang Aidingyang Garments Co. Ltd. as the object of study, basedon the marketing theories like4P and4C marketing theory、Network of integratedmarketing theory、 Network Direct Marketing Theroy、 Network RelationshipMarketing Theory, established in the present situation of garment market anddevelopment trend, the paper comprehensively analyzed and researched itsmacro-environment、the development of the its own ability、internet customerbehavior、network shopping decision and network marketing competition by way ofthe SWOT analysis tool. Then, the thesis formed an objective understanding on itsgeneral online marketing situation, and comes up with problems that NanchangAidingyang Garments Co. Ltd. has existed in aspects as product strategy、pricestrategy、promoting strategy、Payment and delivery strategies、customer relationshipmanagement strategy of cyber marketing. Combined with the actual situation, thethesis re-constructed its cyber marketing strategies from the above mentioned aspects.