Study On The Optimization Of Pumpkin Valley’s Network Women’s Clothing Marketing Strategy

Since the reform and opening up,the public began to gradually pursue the standard of living.Many young people are beginning to accept online shopping,and even older people are beginning to shop online.In this way,online shopping is also faced with fierce price wars and erratic repeat purchase rate of customers.In the development of online clothing marketing,it is necessary to have its own stable customer base in order to maintain its advantages in the market competition.This needs to analyze and develop the corresponding network marketing strategy.This paper adopts literature research,case analysis,empirical study,qualitative and quantitative analysis method,according to the concept of network marketing and the marketing theory and analysis model,analysis of pumpkin valley women’s clothing network marketing present situation and the existing problems,and pumpkin valley women’s network of internal and external environmental analysis,and gives the pumpkin valley women’s clothing network marketing optimization strategy and safeguard measures.It provides theoretical reference for subsequent analysis.This paper is divided into seven parts: the first chapter summarizes the background and significance of the topic,as well as the research status,content and methods at home and abroad;the second part,related concepts and two analysis models supporting the research of the paper;the third part,this chapter focuses on the analysis of the current situation of pumpkin Valley Women’s online marketing.Firstly,it introduces pumpkin Valley shop,secondly,it takes 4P theory as the main line to elaborate the current situation of pumpkin Valley Women’s wear online marketing,and analyzes the problems existing in pumpkin Valley Women’s wear online marketing,which provides reliable basis for the subsequent optimization strategy;the fourth part,the marketing environment analysis of Southern melon Valley Women’s wear.Mainly from two aspects of industry environment analysis and SWOT analysis,this paper analyzes the internal and external environment of pumpkin Valley Women’s clothing network marketing situation;the fifth part,pumpkin Valley Women’s clothing network marketing strategy optimization.In view of the previous analysis,or on the basis of 4P marketing theory,the paper optimizes the online marketing strategy of women’s wear of pumpkin valley;chapter six,the safeguard measures of online marketing of women’s wear of pumpkin Valley,in order to ensure the maximum implementation of the effect of online marketing,this chapter puts forward specific safeguard measures from five aspects such as manpower and system.Finally,thepaper summarizes the pumpkin Valley Women’s clothing online marketing and the expectation of the follow-up development.Data research shows that there are still some problems in the online marketing of women’s clothing of pumpkin valley.First,there is no clear market positioning in terms of product strategy and insufficient efforts in building clothing brands.Second,in terms of price strategy,the product is priced slightly higher and the price range is limited.Third,the channel strategy innovation is insufficient;Fourth,the promotion strategy is more superficial.Based on the existing problems,using the potter five model and SWOT of pumpkin valley women’s clothing network marketing situation facing the internal and external cause analysis,in this paper using the theory as the main line,put forward the pumpkin valley women’s network marketing strategy optimization: one is the product improvement strategy,improve visibility and shaping green clothing brand,innovative products according to market demand,differential marketing response to different market competition;Second,the price improvement strategy,using policy to adjust the price appropriately;Third,channel improvement strategy,improve and expand channel marketing,and strengthen the information exchange with customers;Fourth,promotion improvement strategy,such as communication and promotion,advertising promotion,brand alliance marketing.Through the management of network marketing of women’s wear in pumpkin valley,in order to adapt to the current market environment as soon as possible,and to achieve the ultimate business objectives.