Research On The Marketing Strategy Of ABL Shoes Clothing Chain Enterprise

Along with the progress of science and technology, industry and the booming economy of our country, the demand for footwear and apparel products is increasing. However, the competition of the market is growing, and the research and development of marketing strategy has become the focus of modern enterprise. Therefore, how the enterprise carries on the research and the analysis to the market environment, how according to the enterprise own actual situation to formulate the targeted marketing strategy, has become the modern shoes, clothing enterprise to solve the key question.In the increasingly competitive market environment, enterprises only have the quality of products has been insufficient to have absolute competitive advantage, enterprises must be from the actual situation, the integration of products, prices, channels, promotion, brand and services and other marketing mix strategies to help the sustainable development of enterprises. This thesis chooses ABL enterprise’s marketing strategy to have the important application value.4Ps and STP and other marketing theories are discussed and summarized in this paper, the research direction of this thesis is: second, from the status quo of the research of the chain enterprises. Second, the paper is to analyze the opportunities and threats from the political environment, economic environment, cultural environment, cultural environment and technical environment. In order to sum up the opportunities and threats of ABL company. And analysis, and pointed out the ABL As a local small enterprise, the company has the advantages and disadvantages of the internal marketing environment. Then, based on the analysis and summary of the market segmentation, the paper selects the target market which is suitable for the development of ABL company. Finally, the paper summarizes the research and points out the limitations of the research.Through the analysis and research of the internal and external environment of ABL company, this paper defines the advantages and disadvantages, and the opportunities and threats. At the same time, it points out that the enterprises can only get a foothold in the fierce competition market by making use of the limited resources to develop a scientific and perfect marketing strategy.