Research On Marketing Strategy Of PUCCA Fashion Bags Of Guangzhou Dongshang Company In Jilin Province

Since2008, with Europe and other developed countries have entered thefinancial crisis, China’s economic growth rate have slowed down.gradually, Theretail industry is a barometer of macroeconomic, when macroeconomic developmentslowed, the industry that hit the hardest is retail industries. With the speed of a largee-commerce development, our country not only has the world’s largest e-commercecompany, at the same time, China has surpassed the US to become the world’s largeste-commerce market. Thus, every brand of the retail industry reduced the profit andthe brand is difficulty.Bag industry of Chinese is a traditional industry, it origins the small hands of theworkshop and gradually developed into a modern industrial enterprise, since2012,China has become the production and consumption of double bag big country. Bagindustry grew with about30%of the annual growth rate. It grew the most rapidlyfollowing shoes and apparel industry. And, bags of industry is a marked standardindustry, which is with low barriers to entry and exit, the industry brand competitionmore intense, while consumers bought the bag of way by more widely way, so,brands of bags are faced with high competition, high cost, low-return and otherproblems.In this paper, it takes PUCCA fashion bags of the Guangzhou dongshancompany in Jilin Province as the research object, Though the current status of themarketing strategy in company, it analyzed separately from the price strategy, productstrategy, marketing strategy, channel strategy in four areas, while analyzed the causesof their problems. It is analyzed environment of macroeconomic environment,industry environment and the market demand in order to define the businessenvironment. PEST model id used in the macro environmental analysis, it analyzedfrom the political environment, economic environment, social environment and technological environment of these four areas, Porter’s five forces model is Used inindustry analysis, it analyzed from the industry’s competitors, the threat of potentialentrants, the threat of substitutes, the buyer’s bargaining power, the bargaining powerof suppliers, according to the five areas formed the formation of industry competitivestrength analysis table. In market demand analysis, it analyzed respectively from thenational market demand and market demand of Jilin, and it might predict thecompany’s future growth. It sorted out the company’s external environment andinternal environment, and it applied the theoretical foundation for the company’sreasonable marketing strategy.On the basis of the former analysis, this paper take STP model for the targetmarket segmentation, target market selection, and then formed the company’s targetmarket, and the current problems in marketing strategy took the suggestion in theprice strategy, product strategy, marketing strategy, and channel strategy inFeasibility and operability. They took company Out of the woods. In order toimplement the marketing strategy by smooth, the paper developed a detailedimplementation of security measures it included human and material resources it canbe expected, with the implementation of corrective recommendations, which cansolve the company’s problems by effectively in the operation of the process, improvethe company’s profitability, the PUCCA will be the leader of bag industry in Jilinprovince.