Research On The Marketing Tactics Optimization Of SL Women's Clothing Company

With the continuous development of economy and society and the deepening of reform and Opening-up,foreign clothing brands are entering the Chinese market extensively,internet e-commerce is growing rapidly at the same time,consumers are also having more stringent requirements on product quality and design.As a result,China's traditional garment enterprises are facing increasingly severe competition situationBased on marketing theory,by using literature,interview and contrastive analysis,this paper analyzes the macro and micro environment of SL women's clothing,and performs SWOT analysis.This paper studies the marketing strategy of SL women's clothing and summarizes the existing problems: in terms of product strategy,there are problems of excessive market segmentation and insufficient brand characteristics;in terms of price strategy,the price is too high,and the discount price has too big impact on the fixed price goods,the price system is not unified at the same time;in terms of place strategy,the self-operation mode makes the cost too high and does not conform to the current trend of women's marketing;in terms of promotion strategy,there are problems such as unclear product description,lack of brand image spokesmen and uneven quality of marketing personnel.Based on the above contents,this paper uses the STP theory to segment the SL women's dress market,proposes an optimization strategy based on 4Ps theory: in terms of product strategy,it is suggested to integrate existing brands,highlight brand personality and improve product quality;in terms of price strategy,it is suggested to rematch the price,implement differentiated regional pricing and more price discounts;in terms of place strategy,optimize SPA mode and improve Internet sales;in terms of promotion strategy,enhance advertisement publicity,develop direct double marketing and optimize public relations.Based on playing the marketing team role,this paper proposes safeguards from strengthening staff training,establishing incentive mechanism and reorganizing marketing department.Finally,the conclusion and prospect are put forward.