Guangzhou GA Clothing Company Omni-Channel Marketing Strategy Research

Digital economy,social media,mobile Internet technology application and omnichannel retail development are changing the business model of retail enterprises.Consumers are eager to have more convenient ways to shop for clothing and to obtain a consistent and consistent shopping experience.Domestic clothing brand enterprises have vigorously developed omni-channel marketing business,committed to improving business performance.Guangzhou GA Clothing Company was founded in 1995,the main business for women’s brand clothing manufacturing and sales.Guangzhou GA Clothing Company began to develop omni-channel clothing retail business in 2017,and actively developed e-commerce platform channels,social media stores and physical retail stores.However,Guangzhou GA clothing company omni-channel marketing effect is lower than expected.How to improve the problems existing in the omni-channel marketing strategy in Guangzhou and accelerate the integration of online and offline channels to improve business performance are the major management problems that Guangzhou GA Clothing Company needs to solve at present.This paper takes the omnichannel marketing business of Guangzhou GA Clothing Company as the research object.By combing the relevant theories of marketing channels and omnichannel marketing,and analyzing the marketing environment of the company,the present situation and problems of the company’s omnichannel marketing are studied by case study,literature study and questionnaire survey.This paper studies the causes of the problems in omnichannel marketing by using the fishbone diagram analysis method,and puts forward some suggestions to improve the physical retail channel marketing in view of the problems of the company’s physical retail channel marketing,such as the decline in the ability of acquiring customers and the lack of store scene experience.In view of the problems existing in the channel marketing of e-commerce platform,such as the customer service ability needs to be improved,the inconsistency between sales products and display products,and the poor effect of live broadcasting of e-commerce channels,this paper puts forward some improvement suggestions on the channel marketing of e-commerce platform.Aiming at the problems of low channel utilization and high return rate of channel in social store channel marketing,this paper puts forward some suggestions for improving social store channel marketing.In view of the problems existing in omnichannel retail integration,such as the lack of coordination between online and offline stores and the need to improve the omnichannel management and control ability,this paper puts forward some suggestions for the improvement of omnichannel retail integration.The conclusion of this paper provides a useful reference for solving the dilemma of Guangzhou GA Clothing Company in developing omnichannel marketing,and also provides a reference for other clothing brand enterprises in developing omnichannel marketing.