Research On Marketing Strategy Of Clothing Products Of D Company

With the advent of the mobile Internet era,various Internet + related products emerge in an endless stream.On the other hand,with the development of China’s domestic economy and the improvement of national income,more and more foreign first-tier and second-tier brands are gradually entering the Chinese market,providing more and more choices for domestic consumers.The sharp intensification of competition faced by domestic clothing brands is directly reflected in the result of reduced revenue.Clothing is an industry with a high degree of marketization.How to meet the changing times,adapt to the development of The Times and economic environment,and develop steadily and healthily in the new environment has become a problem that all clothing enterprises must face.Benefiting from the gradual recovery of terminal consumption and the increasing income of consumer groups,the traditional clothing industry has entered a stage of transformation and adjustment in the face of a new environment of constantly upgraded consumption and diversified demand.D company mainly deals in high-end women’s wear and business women’s wear.After years of development since its establishment,D company has accumulated certain market shares and has certain advantages in brand value and price.However,in recent years,as a traditional clothing company,D company has encountered many problems in the clothing retail market,such as the decline in sales growth and the lack of market competitiveness of its products.Faced with these problems,D company has also taken some measures for transformation and upgrading.However,it faces many difficulties in the process of operation,especially in the formulation of product marketing strategies.Influenced by management factors and some high-level ideology,D company has not formed a complete product marketing strategy.Therefore,it is necessary to make a comprehensive analysis based on its marketing environment and operating status,so as to provide references for optimizing product marketing strategies and promoting the company’s transformation and upgrading.This study selected D company clothing products marketing strategy as the main research object,7 ps marketing theory as the basic framework,analyze its clothing products marketing present situation,problems and coping strategies,the main innovation lies in for the current D company clothing market segmentation and product positioning the source of the problem,from the perspective of product brand construction put forward Suggestions to promote the development of D company continuously.D company is faced with many problems in brand marketing products,mainly for the market positioning is not clear,lack of innovative product design,market reaction speed is slow,product price positioning is not flexible,single marketing channels and promotion methods,the advantage of the personnel management is not obvious,visible display no rationalization strategy,lack of personalized service,etc.In the face of these problems,the company first USES the STP theory to analyze market segmentation,target market selection and market positioning,and combines customer factors,buying habits,location factors and other factors to make a comprehensive diagnosis and analysis of the market positioning of D company’s products.Next,the product marketing system of D company is constructed and improved by combining the marketing theory of 7PS with the practical problems of enterprise operation.In this process,the marketing strategies of leading enterprises in the industry,such as fast fashion products,will be fully referenced and selectively used to improve the marketing strategies of D company’s products.After in-depth research and investigation,the solution for D company’s clothing products is as follows: it is necessary to further define the market positioning of modern urban women aged25-40 and focus on the design and promotion of local brands.In the choice of marketing strategy,strengthen the company’s brand development business philosophy;In terms of product strategy,highlight the characteristics of clothing products,integrate cultural elements and implement visual marketing;In terms of channel strategy,change the original single marketing channel and actively expand online marketing channels;In terms of promotion strategy,we should pay attention to the use of online and offline compatible promotion methods.In terms of customer relationship management and employee management,modern information technology means are used to strengthen customer relationship management,improve customer stickiness,increase employee promotion channels and humanized award management mode.In the visible display strategy,we must establish the concrete brand visible display,forms the brand display system;At the same time,in the service providers,the establishment of personalized and star service standards.Through the above measures that have been implemented and planned to be implemented,we will gradually reverse the current operating situation of D company,promote the long-term healthy development of D company,and break through the existing market to achieve greater performance.Part of the thesis research is gradually began to implement in D company brand marketing strategy,and some preliminary results have been achieved,and that the optimization solution gradually implement,can truly to D company brand strategy,at the same time hope that these optimization measures for similar enterprise product marketing strategy to provide some useful reference and reference.