A Research On The Marketing Strategy Of SINOER

Given the increasing impact of globalization,Chinese has experienced a high level of success in economy since China has been a member of WTO in 2001.Meanwhile,along with the development of national economy,Chinese apparel industry also obtains a great opportunity.In addition,the demands for clothing are more diversified and personalized as people's living standards are improving.However,with the slowdown in economic growth recently,the development of the apparel industry is inevitably affected by a certain impact in downturn,which also is challenged by the market competition more intensely.In order to win in the fierce market competition,it is necessary for Sinoer to develop and implement the marketing strategy to adapt to the internal and external environment,as well as improve the core competitiveness.Through the use of the relevant theory of marketing,based on the establishing relevant literature review and combined with the reality of Sinoer,this dissertation critically evaluate a brief overview about the marketing situation in Sinoer.Through macro-environment analysis,micro-environmental analysis,SWOT analysis,field research and interview analysis,it also analyzes the status of Men's clothing business,and points out the problems and challenges in developing marketing.According to the results of research and analysis,by the using of scientific marketing strategy,it mainly considers from four aspects to develop the Men's clothing marketing strategy of Sinoer,including product,price,promotion,channel.The development of scientific tactics safeguard the normal implementation of its marketing strategy.At last,it concludes the main conclusions and shortcomings of this dissertation,and prospects the future development.The primary aim of this dissertation is to assessSinoer's marketing strategy for a new market segmentation and market positioning,in order to dothese,it is combined with the actual situation of Sinoer and takes advantages of the interviews and questionnaires.Moreover,it finds out problems to stimulate the new reform guidance ideas,and strives to better in terms of promoting the sustainable development of the company,hoping that will be contributed for the domestic clothing companies' marketing strategy.After that,this research focuses on conducting marketing strategy that has important significance for other clothing enterprises,which adds the marketing strategy with a new perspective and guidance significance.