Research On Marketing Strategy Improvement Of H Company Based On SIVA Theory

In recent years,China’s clothing industry has been affected,with signs of entering a period of decline.Brand plagiarism and replication,foreign monopoly,and the popularization of new channels and models have all brought resistance and challenges to traditional marketing models.In order to cope with risks and pressures,and adapt to market changes,clothing enterprises have adjusted,adequately,and optimized their marketing strategies,which has become one of the new research focuses in the field of clothing production and management in the academic community.As a representative enterprise of Chinese clothing brands,H Company’s research on the improvement of its marketing strategy not only has reference value for solving its problems,but also has certain enlightening value for the relief of China’s men’s clothing market.This article chooses to study the improvement of H Company’s marketing strategy under the relatively popular SIVA theoretical framework.Firstly,describe the main development trends of the clothing industry,the current situation of H Company’s operations,and the development status of marketing theory as the background,and then explain the research content and methods to lay the foundation for the entire article.Secondly,it introduces the basic concepts of marketing strategy,precision marketing,customer value,product differentiation,and summarizes SIVA marketing theory,differentiated marketing theory,precision marketing and other theories as the basis of the full text.Then,the composition of the company’s existing marketing strategy and the current competitive environment it mainly faces were described.Subsequently,within the framework of SIVA theory,an indicator system was constructed to evaluate and analyze H Company’s existing marketing strategies,and then the main shortcomings of H Company’s existing marketing strategies were further captured through stakeholder interviews.Finally,targeted optimization plans for V-customer value,A-marketing channels,and I-information touchpoints are proposed to address these issues.After customizing the marketing strategy optimization plan,in order to ensure the smooth implementation of the plan,corresponding guarantee measures have been proposed from four aspects:cultural concept,human resources,management system,technology,information and resources.