Research On The Optimization Of Clothing Marketing Strategy Of Pengyun Industrial Co.,LTD

Clothing producing industry is the second industry in China,while clothing distributing industry is the third.They greatly promotes the steady development of China’s social economy.China joined WTO in 2001 and has been developing since then.At the same time,with the improvement of China’s total strength and the continuous development of its living standards,people’s disposable income has gradually improved,the quality has greatly improved,the demand for clothing and fashion attention has become more and more high,and the trend of diversified and personalized demand has gradually emerged.However,in recent years,the economic development of our country enters a new situation.The change of economic growth made an impact on garment industry to a certain extent.Besides,clothing market competition is more and more incentive.Pengyun clothing company must adapt to the changing marketing environment,optimize the marketing strategy,if the comany wants to win in the market.Sustainable development can only be achieved by improving garment enterprises’ own core competitiveness,raising our brand awareness and expanding market share in this market full of competition.Combing literature related theoretical basis and Pengyun clothing company’s current situation,this article will discuss the current situation of Pengyun and point out problems that migh exist as well as its challenges.It also shws the point of my research: 1.summary of Pengyun’s distribution situation,analysis of Pengyun clothing company’s internal as well as external marketing environment through SWOT,discussion of Pengyun company’s present marketing situation and the company’s marketing strategy.2.rethinking Pengyun company’s STP strategy and the existing 4 p marketing mix strategy and bettering saling strategies.3.optimizing the marketing strategy from four aspects: the product strategy,price strategy,channel strategy and promotion strategy.In order to make sure the marketing strategy will take effect,the measures are mainly carried out from five aspects: paying attention to improving the brand cultural value,constructing the marketing talent development mechanism,improving the marketing financial and material resources guarantee mechanism,meeting the diversified needs of consumers,and actively striving for government policies and financial support.Through analyzing and researching Pengyun company,the article uses questionnaire and interview to select the target market and position the clothing marketing strategy of Pengyun company.This paper also come up with ideas and methods to solve problems found in the research,and give 4 possible suggestions for the current marketing strategy to help Pengyun company’s clothing develop and improve its competition,expand market shares.The article also targets to provide new and valuable idea of development to companies like Pengyun.