Research On Improving Marketing Strategy Of W Company

With the continuous development of network and communication technology,young people's spending habits from the entity shop shopping,gradually transit to online shopping,the pursuit of high quality online shopping experience.Clothing as one of the things to achieve online sales is more easily affected by the preference of online consumers.W company is an enterprise mainly engaged in youth clothing retail.Its performance is influenced by the network shopping consumers preferences.Although,in 2015,the company is committed to online sales,but it couldn't hold back the trend of decline in operating income.Based on this background,the thesis aims to find out the marketing problems,design 4P marketing strategy,intended to prompt it to enhance performance,reverse the loss situation.The research content includes: first,combing the domestic and foreign marketing strategy research and the clothing retail industry marketing research,introduces the 4P marketing-mix and marketing environment analysis,PEST analysis and SWOT analysis;Second,W company's basic situation and the status quo of the marketing,analyzes its existing marketing problems;Third,using PEST analysis W company external marketing environment,using the SWOT analysis of W company internal marketing environment;Fourth,according to the W company marketing issues,and internal and external marketing environment,design the overall direction and specific 4P marketing strategy and its implementation safeguard for the strategy for W company.