Study On Optimization Of Marketing Strategy Of H Company's Fast Fashion Clothing

Havingreformed and opened up for forty years,the Chineseeconomyhasdevelopedrapidly,people's living standards have been greatly improved on the whole,the demand for clothing is increasingly fashionable,personalized.At the same time,there are a large number of garment enterprises,clothing brands and varieties are becoming more and more abundant,and consumers have many choices.As a result,competition in the clothing market has become increasingly fierce,and the importance of marketing strategies becomes increasingly prominent.Founded in 1996,after more than 20 years of development,H company has been in China's fast fashion clothing industry has a certain reputation.However,in the clothing market with serious homogeneity,if you want to achieve sustainable development and further improve the core competitiveness and comprehensive strength of the enterprise,you need to timely adjust the marketing strategy according to the changing market environment.Based on the present situation of H company's marketing strategy as a starting poirnt,combined with the problems in the marketing strategy of H company,this paper analyzes the macro environment and micro environment of H company first,then use SWOT method to analyze the internal and external environment of H Company,in the hope of finding out marketing strategy optimization ideas and directions for H company,in order to improve H company's core competitiveness.Through research and analysis,this paper proposes the following four optimization Suggestions for H company's current marketing strategy:precision marketing,product design based on consumer demand;Pricing according to market demand and adjusting prices according to local conditions;Strengthen the development of offline channels;Implement promotion strategy based on consumer demand.It is expected to help H company to enhance its comprehensive strength,expand its market share and stand out from the severe homogenization market competition.At the same time,it also provides reference for the further development of fast fashion clothing enterprises similar to H company.