Research And Practice Of The Clothing Brand CRM Integral Plan Optimization

Under current E-Era and global economy, brand competition clothing retailindustry has intensified. No matter what the target market is, from low-cost brands toluxury brands, foreign brands invariably joined the preemption of China market.Therefore, the clothing brand enterprises have to try various ways to win the market,many clothing brands use the integral plan to gain market share. However, consumervalues gradually changed from the rational consumption stage to feeling consumption,jumped into emotional consumption stage, now it is going to the fourth stage which isspiritual consumption. Traditional integration plan of marketing has gradually weaken,losing its competitive advantage, this article analyzed from the integral plan channel,marketing pattern and feedback form to elaborate how to optimize integrator to regaincompetitiveness.This study is based on the research about the theory of integral plan and CRMoptimization theory; in-depth analysis of integral marketing cases to do a specificanalysis of clothing brand companies. By conducting CRM data mining from theconsumer segmentation and customer life cycle to analyze influencing factors andstrategy of integral plan marketing. By doing that, the study will apply the theory tointegral optimization project of A Brand Company in the clothing. First of all, analyzethe SWOT of A company operation and CRM department; through understanding theniche market of the market, the study will elaborate the errors in the A company CRMpositioning while setting a clear positioning and target CRM. In order to betterunderstand the value of customer demand for integration plan, a questionnaire surveyusing conjoint analysis will be conducted. Customers will be categorized into3levelsbased on the integral number of boundaries by calculating the utility values. The studywill analyze A Brand Company customer perceived value to the attribute levelintegration in marketing planning, reasonable integral marketing to meet the needs ofdifferent customers. In the end, the study will summarize the channels of integral optimization and marketing modes, forms of feedback and optimization steps. As Acompany is a well-known domestic brand in women’s clothing sector, this studyshould also apply to other garment industry...