Marketing Strategy Optimization For CL Garment Trading Company

At present, the pace of global economic growth is slow, the international market demand is sluggish, a substantial decline in textile exports, textile enterprises in the process of export to domestic sales, facing a difficult transition. The driving force of the transformation and upgrading of the clothing industry, is still from the enterprise for the clothing industry and its own advantages of business optimization, as well as the establishment of the main business model and operational efficiency improvement.Observed from the longitudinal angle, the apparel industry after several years of adjustment, from large-scale expansion, homogenization, large-scale closed shop, to the inventory band adjustment, enterprises mainly through industry optimization and enhance operational efficiency, improve marketing channels, promote growth performance. Accordingly, the garment industry are facing increasingly fierce market competition environment. The rapid development of all kinds of leisure brand, people’s demand for clothing are more personalized and diversified. The demand production is bound to bring new opportunities and challenges to the development of garment enterprises. At the same time, the market environment has changed, the network changed people’s marketing concept and mode of operation, online shopping is sweeping all around the world, and the information age network marketing as a marketing novice, becoming the second battlefield of various types of commodity marketing. So the sales of the products facing great difficulties, which has been unable to pass the original marketing strategy to achieve greater profits. For the development of clothing company, marketing positioning, accurate and appropriate marketing strategy is also directly related to the success of the enterprise, therefore, it is very important to develop a suitable marketing strategy for their own future to ensure the long-term healthy development. At the same time, the marketing strategy as the enterprise marketing activities of the action program, can make the enterprise marketing activities are always under good constraints and incentives, to ensure that the enterprise has always been able to dynamic and orderly development.CL clothing trading company is a typical representative of this kind of environment, the export oriented enterprises to open up the domestic market, there are many difficulties in the transformation process, especially the product sales. In this paper, CL clothing marketing strategy for case study, explore the optimization measures and safeguard measures of CL garment trading company marketing strategy based on the precision marketing, improve marketing effectiveness, enhance the comprehensive competitiveness of the company, provide reference for other similar clothing enterprise marketing strategy and innovation. This paper adopts the method of literature analysis and case analysis, in accordance with the combination of qualitative analysis and quantitative analysis of marketing ideas, CL garment trading company and the existing problems, analysis of environmental marketing strategy of the company, the company puts forward precise marketing strategy optimization scheme and implementation of safeguard measures.First of all, this paper describes the background and significance of the study of marketing strategy, the domestic and foreign research status and the content and methods of this paper. Secondly, to sort out the basic concept of precision marketing, precision marketing analysis based on the 4P theory, this paper lay a solid theoretical foundation Third, this paper of clothing trade corporations in CL current implementation of marketing strategies, the situation analysis, found that in the presence of CL garment trading company existing marketing strategy of company cost is too high, the marketing method did not achieve diversification, product development lack creativity, self positioning is not clear etc.. The cause of existing problems of the company lies in the consumer demand for personalized development, the impact of market competition environment, the lack of cost management concept, customer relationship management is not perfect, marketing channels, marketing team management mechanism is not perfect. Fourth, analyze the necessity and feasibility of the implementation of precision marketing strategy of CL clothing trading company, develop accurate marketing market segmentation and selection strategies, market positioning strategy, product strategy, pricing strategy, promotion strategy, channel strategy for the development of CL garment trading company, and analyse CL garment trading company implementation of precision marketing strategy effect from the two aspects of the effect on the market of company and enterprise benefits. Finally, put forward measures to ensure the implementation of precision marketing strategy of CL garment trading company, mainly includes the concept of innovation, organizational security, environmental protection, brand protection.The main innovation of this paper is to study on CL garment trading company’s marketing strategy, and combine the precision marketing theory with CL garment trading company marketing practices, propose STP strategy of CL garment trading company and portfolio strategy based on precision marketing,all the actions is to ensure that optimizing of CL CLothing trade company marketing strategy is scientific. Through this study, we believe that the weakness of CL garment trading company in marketing process at present is the product system, company costs, promotions, marketing channels, marketing team and other aspects, thus the paper completes CL garment trading company’s marketing strategy by science market segmentation, market selection, market positioning, combining with product strategy, pricing strategy, promotion strategy, channel strategy based on precision marketing theory, in order to protect the company marketing strategy optimization.