Study On The Network Marketing Strategy Of Qin Mary Clothing Company

The present clothing market is getting increasingly severe，due to the diversity of customers’ needs，the change of clothing marketing modes，increasing update of technology，shortening of clothing producing cycle and booming of new competitors. Thus，the supply and demand circumstance of clothing market has changed，and which brings huge impact on traditional clothing industry，especially the small-and-medium-sized clothing enterprises，and many enterprises make themselves sink deeper and deeper by cutting the cost and even counterfeit.Qin-Mary Clothing Company，a medium-sized clothing enterprise，is facing severe challenge. The present developing situation of the company and its marketing circumstance were studied through literature review and questionnaire survey combined with relative theory of network marketing. And the current developing situation of women’s dress and modern women’s consuming psychology and demand characteristics，and the developing strategy of network marketing were expounded. The author put forward STP positioning strategy，product，price，channel，promotion methods，and subdivision，choosing and position of company’s target，and also put forward a series of safeguard measures，such as human resources，technology system，management and motivation mechanism，which make Qin-Mary Clothing Company that is in the situation of talent shortage，fund difficulty，imperfect technology system，acclimatize the present competition of clothing market，grasp the market needs，increate the company’s competitive edge，and survive and develop in the severe market competition using network advantage and feed back customers with low-cost network marketing channel.The improvement measures of marketing strategy were put forward，which would provide the directive significance for company’s further development，and would provide the reference for promoting the network marketing development of clothing enterprises，especially small-and-medium-sized enterprises. Therefore， the study has theoretical direction and realistic meaning.