Research On Marketing Strategy Of L Company

With the rapid development of Internet platforms and the significant improvement of people’s living standards,footwear companies strive to become bigger and stronger at the same time.The reason why l company can rank the first in sales all year round is that it has always been on the established route of rich product quantity.At present,the growth mode of the national economy is in the transition period,and the performance growth of L company has slowed down significantly,even with year-on-year negative growth.Therefore,how to accurately locate the target market,optimize the marketing strategy and let the enterprise continue to develop well and rapidly is a top priority.Based on the above situation,this dissertation selects the mid-range brand of L company as the research object.Firstly,this thesis combs the relevant marketing theories and the literature and research results at home and abroad,then makes a comprehensive analysis of the development environment of the domestic footwear market by using Porter’s five forces model and PEST analysis method,and identifies and expounds some main problems of L company’s marketing strategy in consumer communication and 4P,such as serious product homogenization;Channels are limited to department stores,but department stores are declining;Vague brand tone and style;Only focus on current sales without paying attention to brand image,etc.These are very easy to have long-term hidden dangers for the development of the company.Identify the company’s strengths and weaknesses through SWOT analysis.Then it re combs the target market and market positioning of L company,and constructs the marketing strategy of L company combined with 4P classic marketing theory.After analysis,it is found that l company needs to clarify the target market and take a series of measurable and controllable activities in the selected market segments.Such as paying attention to brand differences,adhering to fashion ideas,adjusting pricing structure,strengthening business promotion,etc.Then,it puts forward the guarantee measures of marketing strategy from the aspects of strengthening the construction of corporate culture and paying attention to talent reserve.The research content of this thesis plays a certain role in the construction of marketing strategy of L company.It also puts forward realizable suggestions on marketing strategies to promote the process of local shoe enterprises,and directly hits the pain points of current shoe enterprises,which has guiding significance in both theory and practice.