The Research On STP Marketing Of JeansWest Garment Limited Company

In recent years, with China's accession to WTO and rapid economic development, people's consumption level has been improved. The choice to the clothing is more and more brand-rization , lie fallow-rization. At the same time, various new retail way is in the ascendant. The foreign capital department store , the clothing franchised store are continuing without end. On the other hand, the respectively big clothes and ornaments of world famous brand grabs every big cities such as Shanghai , Beijing numerously and confusedly, and the technology competes as early as being innovative unceasingly. The competition is more and more fierce.Under this background, this paper choose JeansWest Garment Co. Ltd. as the example. On the basis of analyzing to the STP maketing theory, it applys the principle of integration of qualitative analysis with quantitative analysis to have carried out the inner and outside environment comprehensive analysis on that enterprise. When carrying out target market choice, the method of gray correlation analysis is used for the market segmentation of the company's products and the method of fuzzy clustering is used for quantitative analysis. At last the maketplace of colleges and universities students especially whose family circumstances is fairly good is ascertained for the target market. When carrying out the market positioning, the method of picture fixing position is used to ascertain the guiding principle of difference-rization allocation and analyse the implementation of the product, service, brand and difference-rization allocation tactics one by one.