The Marketing Strategy Research On The Small And Medium-Size Clothing Enterprise

With the economic and social development and improve men of living standards, consumer's demands for cloths'quantity and quality became higher and higher, thus fashion industry expose a vigorous and broad development space. After China's apparel industry has made great achievements in long-term development, as the world textile and apparel trade quotas phased broader market space has brought great opportunities and great challenges. Scale of development on the garment, the garment industry in China is continuing to expand, constantly showed the vertical segment target markets, and continued expansion of enterprise scale horizontal. Small garment enterprises are facing financial, marketing, branding and other multiple problems and how the clothing win company competitive market place can, is worth pondering the issue. In view of this, the paper is divided into seven sections on the "small garment enterprises, marketing strategy," the subject was researched. The first part of the introduction, describes the background and significance of thesis research, and analysis of research in marketing management at home and abroad, take it for reference. And around the thesis topic, research paper described in detail the main contents, methods and basic framework. The second part introduces the theory of this research, such as marketing concepts, competition theory, marketing mix, market segmentation and so on. The third section describes the macroeconomic environment and industry environment analysis. And the use of SWOT analysis, clear that the A clothing company's strengths, weaknesses and opportunities and existing threats, and recommend the direction of A clothing company marketing strategy. A fourth part of the clothing company's marketing efforts to determine market segmentation, target market selection and positioning. The fifth part of the comprehensive analysis of the development of the A clothing company marketing strategies, such as product strategies, pricing strategies, promotion strategies, channel strategies. Part VI A clothing company in order to ensure smooth implementation of the marketing strategy, marketing clothing company A team from the building, marketing, information management and corporate culture construction, the company's marketing strategy to ensure system for a more in-depth analysis. Part VII of the paper summarizes and points out the shortcomings of research papers and the need for further research. Through this research to small and medium garment enterprises of China's strategy for improving marketing and promoting the development of the apparel industry.