Research On Improvement Design Of Marketing Strategy For Scale Customization Business Of DL Garment Company

In the garment customization industry,marketing is particularly important.Marketing work has an important role and significance for the development of enterprises.Only by formulating customized marketing strategies that meet the current market demand and are customer-oriented can the long-term development of garment customization enterprises be guaranteed.For DL clothing company,however,with traditional clothing enterprise marketing work in the marketing work has the very big difference,and DL clothing company’s lack of response to the change of scientific and effective clothing size customized business marketing concept,led to the current DL custom clothing company size larger problems that exist in the business marketing,if not solved.Therefore,it is very necessary to carry out research on the marketing work of DL clothing company’s scale customization business.In this paper,questionnaire method,Delphi method,strategic analysis method and7 Ps marketing strategy combination analysis method are used to carry out the research.Firstly,the collected literature is analyzed and sorted out,and the relevant definitions and theoretical basis of this research are expounded,so as to provide reliable theoretical support for the subsequent research.Secondly,combined with the 7Ps marketing theory,an index system consisting of 7 dimensions and 41 factors is established.Through the consumer survey of DL clothing company,it is found that DL clothing company has some problems in the marketing of scale customization business,and analyzes the causes of the marketing problems of scale customization business of DL clothing company.Thirdly,combined with the relevant knowledge of management science,the7 Ps marketing theory is applied to improve the marketing strategy from seven aspects,such as product,price,channel,promotion,personnel,tangible display and service process.Proposed by physical product strategy,product strategy,pricing information mechanism,product price and the quality of the product to conform,optimization of online marketing management,widen the channel of the customer information communication,strengthen business promotion,increase new product fitting activities,establish scientific and effective training system,establishing the compensation performance of the system with characteristics of strong incentives,offline rationalization tangible demonstration,online innovative tangible display,value-added full service process,online and offline synchronization,customer relationship management and other strategies to promote DL clothing company scale customization business marketing smoothly.Finally,the article from the organization guarantee,talent guarantee,technical guarantee,financial guarantee and cultural guarantee and other aspects of DL clothing company scale customization business marketing strategy safeguard measures.The 7Ps marketing strategy combination formulated in this paper provides a reliable basis for the DL garment company’s scale customization business marketing.I hope this paper can provide some reference for other garment customization enterprises.