Study On The Marketing Strategy Of Shandong Show Long Clothing Company

With the rapid development of economy and societyChinesepeople’s income has increased year by year in recent years, which brings not only new opportunities but also great challenge for China’s major industry.The improving of people’s living standard enlarges our country’s clothing market. And clothing brands and varieties are more andmorerich. The choice of the customers turns to be diversified increasingly, and enterprises are facing increasingly fierce competition. Therefore, it is very important to study themarketing strategy of clothing companies.This thesis takes Shandong Show Long Clothing Apparel Limited by Share Ltd. as research object and mainly studies the following aspects:the first chapter is the introduction, whichwas made about the background, main issues as well as the meaning of this study, overseas and domestic research status and research methods; the second chapter makes a generalization on the definition of the theories the thesis applies, including McCarthy’s marketing theory, market segmentation and target market strategy, product life cycle theory, customer value constitution dimension, relationship marketing, and market leader strategy; the third chapter is about the analysis of the market environment, including the external environment, internal environment and the analysis of the marketing prospects of Show Long. The external environment is composed of domestic and international economic environment, market demands and the competitive context. The internal environment analysis includes the progress of the enterprise, the analysis of main products and features of clothing products and the marketing mode of Show Long; the fourth chapter analyses Show Long clothing company’s marketing status and existing problems, including a comprehensive and systematic analysis of the status and problems of product strategy, price strategy, channel strategy and promotion strategy; finally, this thesisputs forward some concretely advice on the marketing strategies of Show Long clothing company, including product strategy, price strategy channel strategy and promotion strategy.