Fuguiniao Group Product Marketing Strategy Research

In recent years, China’s footwear industry extremely rapid development, China has become the world’s largest footwear production base and exporter of shoes. Along with the accelerated process of WTO, many famous foreign brands to enter the Chinese market, and the domestic market emerged new footwear brand, more drama the domestic shoe industry competition, each shoe company have taken a variety of distribution means, expand distribution channels, at all costs for the customer, competition between the price war is more frequently staged, terminal sales profit faced even negative profit situation. Fuguiniao group also inevitably faced with these problems. The shoe business to Fuguiniao group as the research object, using relevant marketing theory and analysis tools, theoretical analysis and case analysis combined to carry out the study of marketing strategy.This article first carries on the analysis to the marketing situation of Fuguiniao group, summarizes its characteristics and problems, through the study of macro and micro environment, and the use of SWOT analysis tools, paper faced Fuguiniao group development advantages, disadvantages, opportunities and threats; the selection of the target market, and further subdivision of the target market and market positioning. On this basis, put forward the corresponding marketing solutions to the problems and to develop a detailed marketing strategy, including product strategy, price strategy, promotion strategy, channel strategy, management strategy.In this paper not only for Fuguiniao group company’s product marketing strategy, this paper put forward reasonable suggestions, and for other Shishi apparel companies develop marketing strategy also has a certain reference value.