The Research And The Product Development Of Small Clothing Store

Since China joined the World Trade Organization, China’s garmentindustry is at an important opportunity powers made by the clothing apparelpowerhouse turning. More and more foreign brands injection, consumers personalizedapparel and diversified growing pursuit, the emergence of new network marketingmodel, have greatly exacerbated the difficulty of survival and development of ourtraditional business model of a small clothing shop. For this situation, the paperdomestic small clothing store business model to retrieve relevant studies conducted todetermine the research ideas and methods of this article. Then on the basis of relevantliterature, this paper on the development of small clothing business model has beenstudied and analyzed, and find out the advantages and shortcomings of traditionalbusiness model. Finally, the characteristics of modern small clothing shop businessmodel analysis and research conducted, a new point of view in terms of technologicalinnovation and market opportunities to own a small clothing shop as an example, in theoperating mode in-depth exploration.On the basis of these studies, the article from the marketing point of view, theanalysis point of view of some of the major schools of early American schools such asNew York, Midwest School, Wisconsin School, Harvard School etc.. Then again onthe basis of the development process of the various schools, the focus of our marketingeight narrative genre, provide the theoretical basis for the analysis of this article.This paper is to study the current situation for small clothing store operations andproduct development carried out, SWOT analysis, strengths and weaknesses of thecurrent market environment, small clothing stores and shops were analyzed, the systemanalyzes the small clothing shop in today’s society on the basis of the marketing environment, market opportunities and the problems revealed the existence of a smallclothing store, and systematically presents the overall marketing strategy.In the process of SWOT analysis, for small clothing shop in our developmentadvantages, the development of weaknesses, opportunities and obstacles todevelopment to elaborate, in the understanding of the history of China’s clothingmarket on the basis for the development of small clothing shops were comprehensive,systematic exposition, and provides a basis for the proposed issue. Based on the currentdevelopment status of China’s small clothing shop to conduct a comprehensive marketanalysis, and then raised the issue of small clothing shop in the development process:the scale is too small, inadequate market research, inventory pressure, over a singlechannel marketing, human resources are scarce, shops and other low-grade, with astrong practical significance, is a small clothing shop marketing plan to develop afoundation.In order to be better able to occupy the middle and low clothing market, thisarticle developed a more scientific marketing mix strategy. We can choose the productstrategy of product differentiation strategies, in addition, when conducting productdevelopment strategy should take independent innovation strategy and imitativeinnovation research development strategy, but also to make the product improvementstrategies.And based on accurate market positioning and market segmentation, marketingmix accordingly proposed strategy: pricing strategy, product strategy, channel strategy,marketing strategy, relationship marketing and customer relationship managementgarment enterprises cultural marketing and other measures.