Research On The Marketing Optimization Strategy Of The Wholesale Market Enterprises In C City Center

After a period of rapid urbanized growth,China’s urban development and construction is entering a new period of transformation and quality improvement.As the starting point of city C,the Chaotianmen area is the headstream of the city and has witnessed the development of city.With the Yangtze and Jialing rivers meeting here,Chaotianmen has enjoyed convenient transportation conditions and become an important distribution center for commodities in city C and the south-west region,the commercial atmosphere is exceptionally active in this area.In the early 1990 s,the traditional wholesale markets quickly gathered and became an integral part of the commerce industry in the area.The wholesale market is a form of commodity trading,which can not only sell wholesale to downstream sellers at a lower price,but also sell to citizens in the form of retail.However,over the past 20 years,with the differentiation of the domestic wholesale market,the reform of the wholesale and circulation industry,the transformation of commodity consumption patterns,as well as the lag of management and operation and the uncertainty of the direction of transformation and upgrading,the Chaotianmen Wholesale Market has repeatedly missed development opportunities and has shown a trend of gradual decline.Due to the gradual diversification of network marketing methods and the development of information technology,people’s consumption needs,basic concepts,consumption behavior and payment methods have changed accordingly,the traditional wholesale business model has been unable to adapt to the needs of the new era.This article takes Y Clothing Company in Yupai Clothing Mall in Chaotianmen Market as an example,and studies the problems in the format of Yupai Clothing Mall.The purpose is to make full use of the optimization of the format of the mall,simultaneously help enterprises enhance their core competitiveness,optimize their marketing strategies,and bring new ideas to managers,with a view to achieving sustainable development of the company in the current environment.In order to achieve the success of marketing strategy optimization,this article firstly conducts literature research and analysis on the domestic and foreign related research on the physical wholesale market from the theoretical overview,the research on the optimization strategy of the physical wholesale enterprises and the implementation effect.Secondly,it analyses the current situation of Yupai Clothing Mall,analyses the current development situation of Y Clothing Company,at the same time analyses the existing marketing strategy of Y Clothing Company by using PEST analysis method,and analyses its internal and external marketing environment through PEST analysis method and market performance.When using the analysis tool,some problems in the current marketing of Y clothing Company are found,and the improvement plan is given.Finally,the current 4P sales situation of Y Clothing Company is analysed,and the existing problems of Y Clothing Company’s current sales are found.By linked with the current market environment,suggestions suitable for the Y Clothing Company are proposed.