Research On Marketing Strategy Of PEACEBIRD MEN

With the adjustment of China's economic structure and the continuous improvement of people's living standards,people's need for individualization,diversification and diversification of clothing is becoming more and more prominent.The increase of consumers' demands will inevitably bring opportunities and challenges to apparel enterprises.China is the world's largest garment manufacturing and sales country,and the men's wear market is the largest branch of the apparel market.In the early days of the establishment of PEACEBIRD group,the PEACEBIRD MEN identified the men's blue ocean market.However,with the rapid development of foreign “fast fashion” enterprises,it has performed well in the Chinese market and quickly occupied the Chinese market through its successful marketing strategy,which makes the competition in the men's wear market become increasingly fierce.PEACEBIRD MEN has been groping its way forward in the men's wear market for 18 years.In addition to its achievement,it also needs to adjust its own advantages to enhance its own operating efficiency and brand influence.For apparel companies,accurate marketing positioning,reasonable and effective marketing strategies will directly affect the company's business performance and even the success or failure.Based on the data obtained from the questionnaire,the information reviewed and combined with the guidance of marketing theory,this paper analyzes the current situation of men's wear marketing from the perspective of consumers and the environment of men's wear market,and finds out the reasons leading to the stagnant sales of men's wear in order to give suggestions for improvement in practicality and operability.I hope that PEACEBIRD MEN can have more loyal customers,and there is a qualitative leap in sales performance,providing good examples for similar enterprises.This paper is divided into six parts.The first part is to make the research background and research significance clear,combing the domestic and foreignmarketing strategy research and the clothing retail industry marketing research,introduce the research content,formulate the research framework,and analyze the research methods.The second part is to introduce marketing related theories and concepts,and lay a certain theoretical foundation for the research of this paper.The third part is to introduce the macro environment(using PEST model analysis method)and micro-environment of PEACEBIRD MEN marketing.Based on this,SWOT analysis method is used to analyze the internal system of the enterprise comprehensively and the fourth part is to have an in-depth analysis of the current status of enterprise marketing,identify the existing problems,and prepare for the preliminary research and practical support for the reconstruction.The fifth part is to comprehensively analyze the advantages and disadvantages of PEACEBIRD MEN,the opportunity,challenges,marketing status and propose STP strategy and4 P strategy.Finally,this paper promotes the optimization of PEACEBIRD MEN marketing strategy by concept guarantee,improving product management,optimizing channel layout,value-added brand services and other contents to develop safeguards.