Metersbonwe Marketing Channel Strategy Analysis

Metersbonwe brand, founded in1995, from the initial a not well-known smallworkshops in wenzhou do marketing channel is almost covered at or above the countylevel cities in China today, especially since2003, metersbonwe stores every yeardevelopment quantity are above200, an average annual growth rate of around15%, andthe rare for garment industry, development to today is the domestic leisure clothingindustry leader, is unique in terms of channel development. But after internationaleconomic and financial crisis in2008, under the influence of external demand, domesticdemand is tanking, the domestic many clothing enterprises have experienced death trial,and although the meters/bonwe use crisis continues to do big, but because the channel isrelatively single, and in the marketing channel width and channel conflict and channelmember type appear some problems, lead to enterprise in channel development meet thechallenge of leisure enterprises at home and abroad.Analyzing metersbonwe channels in leisure industry development mode, theadvantages and disadvantages in the main from the "join and retail paralleldevelopment" and "channel mode choice" two aspects, and comparison and leisureclothing model of development both at home and abroad, find out the similarities anddifferences of channel development model, and evaluate marketing channels in theorganizational structure, marketing model, performance, performance incentiveproblems, and combining with marketing management, organizational behavior and aseries of management knowledge and theory, put forward the marketing channelintegration optimization scheme, for the leisure clothing industry and the traditionalgarment industry in regard to the development of domestic channels to provide somereference.This paper analyzes the channel strategy and some other aspects such as brandbuilding, marketing operating and even cost controlling. The essay employs marketingmodel, performance model and, incentives models to do an indepth studyproblems,combined with marketing management, organizational behavior and a series ofmanagement knowledge and theory, integration and optimization of multi-channelmarketing programs, casual apparel industry for the future and the whole traditionalgarment industry in the country to provide some reference channel development areas.