Research On Marketing Management Strategy Of P Company's Fast Fashion Brand

China's clothing industry has a long history of development,and has extensive experience in clothing sales.However,with the development of social economy and culture,people's aesthetic consciousness and fashion concept have become stronger and stronger.Traditional mass clothing has no way to meet people's increasing aesthetic needs.Therefore,how to build a clothing brand that satisfies consumers and obtain an advantage among uniform clothing companies is a problem that clothing companies should pay attention to and solve.Fast fashion is an emerging sector in the apparel industry in recent years.It is a sector that has greater innovation and change compared to the traditional apparel industry.The overall development time is short.At present,there are relatively few research projects and theories on fast fashion in China,and their marketing strategies and development laws have high research value.In order to study the development strategy of fast fashion brands,this article takes P company as the research object,analyzes the brand strategy and marketing strategy of fast fashion brands,so as to provide certain reference materials for the research of fast fashion in China,and has a reference to the development of domestic apparel industry A certain reference value to complement and improve the domestic research system on fast fashion brands.The author consults domestic and foreign literature and refers to the analytical framework established by scholars during the research,from the research ideas to the research process to the status quo analysis and results summary,so as to scientifically build the theoretical framework of this article.By selecting the company P,which is a well-known fast fashion brand in China,as a case study,it summarizes the company's shortcomings in its own marketing,combines related theories with the company's actual business model and operating environment,and draws a series of improved Recommendations and schemes.When exploring the current development status of P company,the author found that P company mainly has brand problems such as fuzzy positioning,irrational transformation,etc.,the professional level of talents does not meet international standards,and the talent training system is not perfect.Internal management issues such as loopholes and unreasonable incentive systems,slow logistics delivery,insufficient supply chain system,severe backlog of inventory and other logistics supply issues,insufficient construction,insufficient publicity,and other corporate cultural issues,as well as insufficient innovation,Marketing problems such as traditional backward models.The main reasons for these problems are the lack of awareness of the "fast fashion" brand by companies,the failure to follow the market tide in time and respond in a timely manner,the failure to grasp the important development content for an enterprise,and the If you succeed,you will stand still and unwilling to explore newattempts,and fail to make improvements in strategies and systems according to market changes.These are all important reasons that cause enterprises to hinder their development.Therefore,company P must be aware of the current problems of the company,and firmly grasp the characteristics of the "fast fashion" brand's fast update speed,fast changing trends,many styles of clothing,and low prices of clothing,and improve its marketing strategy..Enterprises should properly position product brands,not blindly transform,and conduct brand management based on the current status of the brand's development and market prospects.Attach importance to talent training,provide training opportunities for outstanding employees of the enterprise,improve the incentive system of the enterprise,and improve employees' work enthusiasm and sense of belonging.Improve the enterprise's logistics supply system,increase the speed of self-operated logistics,or choose to cooperate with logistics companies with high distribution efficiency to improve consumer brand favorability.Pay close attention to market trends,adjust the company's product production plans and marketing strategies based on actual conditions,and encourage employees to come up with creative ideas and implement them appropriately.Attach importance to the construction of corporate culture,carry out useful publicity on corporate culture,and help corporate culture take root in the hearts of corporate employees.Only by constantly discovering errors and improving and perfecting them,the development of the enterprise will be healthier and longer-term.