The Blue Tide Clothing Company Marketing Strategy Research

With the constant development of Chinese market economy, the proportion of private enterprises in the national economy is larger and larger. But during the increase of quantity and total quantity, the individual quality of them hasn't developed yet simultaneously. Getting to the bottom of the actual cause, we can know that most private enterprises ignore strategy research and management, especially marketing strategy. While marketing strategy is the essential part of general strategy in the enterprises, Its formulating and enforcement directly affect the existence and development of the enterprises. Therefore, it is very important to explore the way to the long life of private enterprises, using market strategy as a breakthrough point and a contacting point. This is also the research purpose of this article.In this article, Blue Tide clothing company in Shanxi is taken for a research object, Through the research into marketing strategy of this typical traditional private enterprise, Its aim is not only to formulate a program of marketing strategy for the company, which guides its marketing practice, But also, more important, by researching, the author tries to find out a research method of marketing strategy which can be offered to other private enterprises for reference. This is also the practical significance of the article.In the way of studying, the author combines the theories with the enterprise's practice, using many methods, such as comparative analysis, positive analysis, quantitative analysis and qualitative analysis etc. And start with investigation, giving consideration to both macroscopic and microscopic levels. On the basis of obtaining a larger number of materials and documents, the author at first analysis the marketing surrounding inside and outside the company. Then determined its strength and weakness, opportunity and threat, the life period of products and orientation of the company, eventually laid down the marketing strategy and object, and raises the main point of enforcement. Valuing the investigation and research, stressing quantitative analysis, making innovation in research method, reflecting practical value are the mainfeatures of this article.Through research analysis, the author thinks that the Blue Tide company had better adopt the marketing strategy as follows: segmenting market, targeting marketing, distinctive marketing, excavating demand, improving products, prolonging life period, setting up marketing alliance etc. In the meantime, It should pay attention to brand tactics, service tactics, team construction and customer management...