China Apparel Merchandising Management Studies

This article has studied the characteristic of the costume goods and impact on marketing management through explaining the goal and principle of costume marketing management, and has analyzed the characteristic, content, key elements and means of costume goods marketing management. The author directs against the current situation of costume goods marketing management, and discusses on the favorable factors and unfavorable factors of costume enterprise's marketing in our country, and research costume goods marketing existing key problems. The author has proposed the personal opinions about thought, analyzing, solving of concrete problems, and then has drawn the corresponding conclusion.This article shows through analyzing, studying: the goods marketing management of the costume has already had the same consistency as other goods while have very distinct characteristics. Because the characteristic comes from costume goods, clothing consume and particularity of market of mode, So the goods marketing management of the costume can fully reflect this characteristic, so as to ensure and maintain key content of enterprise management about the goods enterprise planning of the clothing, marketing tactics, marketing tool, relationship of customer and so on. The content can be abundant in concert and harmony while reflect the essential flexibility and innovative. For this reason, the innovation of goods marketing management of the costume and problem solved emphatically are that apply the theory of the price flexibly to the pricing and promotion of the costume goods; gain thorough comprehensive study of the product development, goods style and brand image; reflect global design and combine the thought of marketing, regard the sales field as inter platform with consumers, give full play to the show, service, exchange and...