Research On The Marketing Strategy Of MYKAL Women’s Clothing

In recent years, with the rapid development of Jinzhou new district, The income is rising, improving the consumption power constantly. All the changes not only has brought greater development opportunities for the local retail, but also proposing a serious test at the same time. Based on the above, MYKAL dress shop is chosen as the research object for a systematic, detailed analysis on marketing strategy.MYKAL development district shop, founded in2005, located at CBD circle, is the third chain store of MYKAL GROUP. Currently, because of the fierce competition among the retail industry in Jinzhou new district, the existing market share continues to be split, which makes "the price" prevalent. As the low-profit era is coming, MYKAL development zone need to formulate rational and effective marketing strategy to enhance overall competitiveness.This article is divided into five chapters. The first chapter is an introduction about the research background, research purpose and significance, and research methods. The second chapter is the analysis about internal and external environment of MYKAL women’ clothing based on the data of macro environment, industry environment and internal ability. The third chapter is MYKAL STP analysis of women’s clothing, which subdivided the existing market to position the target market.The fourth chapter is MYKAL women’s marketing mix strategy, by using4Ps theory from brand, promotion, price, stores, services to conclude MYKAL couture marketing mix strategy. The fifth chapter is conclusion.