| China is a major apparel manufacturer and a major apparel consumer.With the development of economy and the improvement of the openness of foreign trade,foreign brands have entered the Chinese market and nibbled market share.China's clothing market competition intensifying,the lack of Chinese national brand clothing enterprise marketing strategy is also one by one:how to solve the problem in women's clothing product homogeneity serious cases,implement enterprise product differentiation.How to solve the fuzzy problem of corporate brand positioning image and build the core image of the enterprise;How to solve the problem of excessive channel,management,channel maintenance and management cost;How to solve the serious problem of inventory backlog,produce products that meet the needs of consumers and realize zero inventory management? Whether this series of problems can be solved determines whether the enterprise can further expand and expand the domestic and international market effectively,which is a common problem in the operation of Chinese apparel enterprises.YTSL MT clothing as the origin of Shandong Yantai clothing company its fast the rapid development of the clothing retail industry and market advantage of quick access,and its brand marketing strategy has a close relationship.Selected topic significance of this article is through choosing YTSL company's leading brand MT clothing,as a representative of the typical analysis company are faced with the problem at present,the design of future marketing plan of the enterprise,put forward the feasible Suggestions,have some reference for our country's clothing enterprise.YTSL is a company specialized in the research and development,production and sales of women's wear products.After more than ten years of development,the company now owns many brands including MT,SL and C.MT is the company's dominant brand.MT clothing initial target market positioning in the whole north China region,the target customer is the mature female 25 to 45 years old,is the traditional marketing methods used advertising,product is single career suits,promotions and discounts to buy a gift,channel is retail and distributor combination patterns.In recent years,as the competition of women's wear market has intensified and the homogeneity of products has become more and more serious,the profit of MT clothing has been declining year by year.Through the analysis,the company has the market position and the marketing mix to formulate the uncoordinated problems.Based on the analysis of the supply and demand situation and competitive situation of the women's clothing market in Shandong province,this paper,combining with the advantages of MT clothing itself,determines that MT clothing should be targeted at the young women aged 25-35.For light ripe female clothing demand,there are many situation of clothing material and design requirements,like to go to a comprehensive shopping malls shopping consumption characteristic,should adopt multiple product line,differential pricing strategy,innovation,sales channels and promotion methods of marketing mix strategy,and through the marketing organization to improve and personnel training marketing strategy for protection.Through these measures,we can effectively improve the core competitiveness of enterprises,and further expand the market share of MT women's clothing in Shandong market.Should see,women's clothing has been a fierce market competition,the market also appear all the time new changes and new challenges,paying attention to these new trends,put forward the solution,to ensure that an enterprise is in an impregnable position. |
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