Study On The Marketing Strategy Of Retail Enterprises In Internet Environment

Along with the popularization of Internet and development of network information technology, the network has gradually penetrated into all aspects of business. According to the new report, as of 2014 June, the national network of retail transactions reached 1.08 trillion yuan. The overall size of the network marketing is in the explosive growth phase. The network transaction volume of apparel products is showing a rising state. More and more clothing retail enterprises will focus its marketing on network marketing. Internet marketing has a huge impact for the traditional clothing. It not only change the enterprise marketing environment and philosophy, but also make the behavior and preferences of consumers have also undergone great changes. Facing the new environment of the Internet, Chinese clothing retail enterprises lack sufficient knowledge of it. When these enterprises carry out marketing activities in the network marketing and formulate strategy, because does not fully consider the issue, they don’t realize the real opportunities and challenges brought by the Internet. Their marketing strategies have many deficiencies. Which restrict the rapid development pace of clothing retail enterprises. In this paper, the Internet environment is comprehensively analyzed. Opportunities and challenges of the current Internet environment to the clothing enterprises are systematically and deeply studied. And the different effects of different network marketing mode and communication strategy for the enterprises are got through detailed comparison and analysis. According to the actual situation of different enterprises,suggestions on price, product, promotion, channel strategy of network marketing are given.Theoretical supports are provided for the clothing enterprises to better carry out the network marketing and achieve integrated marketing objectives.