A Study On The Marketing Strategy Of X Ladies’ Underwear At Guangxi Market

China’s underwear system is a branch of modern clothing system.With the improvement of living standards,female consumers’ high education level increases,breast disease pathogenesis increasingly young age and the increase of the proportion,more and more consumers pay attention to health underwear.According to statistics,in 100 billion 60 billion is lingerie,underwear sales accounted for 60%,and is growing at 20%.China’s women’s underwear market potential is tremendous,but with foreign brands to enter and the rise of local brands,the increasingly fierce competition in the industry.X Underwear co.,LTD.,headquartered in Shantou,was established in 2004,main products are ladies bra and underwear.After 14 years of efforts,in major cities such as Beijing,Shanghai,Guangdong have joined in the store,the provincial agents all have their own independent marketing teams,continuously expand the area of the potential market.But lingerie X there are some problems in the marketing of Guangxi,such as the network marketing consciousness,the product of a single,lack of serious problems in management,marketing,personnel,etc.,influenced the X lingerie market sales and image in Guangxi.In recent years,as Internet technology improving,in the face of the electric business,the huge impact We-chat business and consumer shopping habits change,a lot of underwear production enterprise production,production,and even collapse,the traditional underwear enterprises face the problem of transformation and upgrading.The research of this paper are mainly the following four aspects:first,integrated marketing related theory and X lingerie Guangxi marketing present situation,analyzing the existing problems;Second,analysis of external and internal environment of X underwear Guangxi marketing,positioning the advantages and disadvantages of enterprises,according to market opportunities and threats,to find a suitable for enterprise’s development direction;Third,Through the market segment,target market of the enterprise are studied,and then combined with the characteristics of enterprise product market positioning;Fourth,combined with the content,targeted related marketing optimization strategy and safeguard measures are put forward.In addition,this paper introduced the concept of network marketing,puts forward the traditional underwear enterprises should abandon the stereotype of the Internet,the introduction of the Internet thinking,to expand the brand influence,dissemination enterprise culture,the open market,increase sales.