| China’s garment industry has been facing various difficulties and problems since2008, with insufficient international market demands, continued appreciation in RMB,huge price fluctuations of raw materials and constant rise of enterprise operating costs. Profits of domestic garment enterprises which use exports, OEM, wholesale as the main business models are falling continuously, and they are now facing with survival pressures.Under the new market environment, small and medium-sized clothing enterprises are now hurrying to transform business model so as to tackle the problems of enterprise survival and development.Under the market environment where garment industry are faced with many challenges, single business model, immature brand operation, backward marketing strategy,etc, such kind of problems still existed in small and medium-sized clothing enterprises. Many of them hope to get rid of the survival crisis by transforming enterprises, strengthening brand operations and perfecting marketing strategies. Therefore, the above mentioned crisis are all prominent problems during the transformation of small and medium-sized clothing enterprises.By studying A company’s wholesale clothing business transformation and marketing strategy at the new brand establishment period, analyzing A company’s marketing environment.By using SWOT analysis,this essay clearly pointed out that the advantages and disadvantages as well as existing opportunities and threats of A company’s new brand operation. At the same time, analyze A company’s marketing strategy during the process of new brand creation by emphatically the following aspects as brand positioning, market segmentation, target market selection, channel construction analysis,etc, combined with the actual situation of enterprise management. In the end, references were given to the small and medium-sized clothing enterprises by summarizing their marketing strategies, so as to lower the risks of enterprise transformation. |
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