Research On Marketing Strategy Of Local Custom-made Dress Enterprises

With the rapid economic growth in China, the dramatic changes had taken place in the social and technological environment. The major force and concept of consumption are also quietly changing. It makes the trend of custom-made dress arising by the increasingly personalized and diversified demand on dress.The custom-made dress enterprises, which are different from the traditional clothing enterprises, are not only the producers of high-end dresses, but also the providers of custom-made services. As a consequence, the custom-made dress enterprises shall adopt more complicated marketing strategy than the traditional enterprises adopt. Under the fierce competitive market, there are some burning issues for local custom-made dress enterprises to be solved, including how to establish our brand features and core competence, and how to make strategic choices according to its characteristic and market trend to standout from foreign brands.The first chapter introduces the research background, research significance, and research method. The author tries to do some researches on custom-made dress industry which is booming recently.The second chapter summarizes the relevant literatures about the evolution of custom-made dress and marketing theory, and defines the “custom-made dress” in this paper as well. After the brief description of the characteristics of local custom-made dress enterprises, the author points out the basic reasons why integrating the marketing theory of 4Ps into 4Cs to analyze their marketing strategies.The third chapter studies on the external environment of local custom-made dress enterprises through the PEST analysis and shows that it is supportive for the development of local custom-made dress industry.The fourth chapter analyzes the marketing strategies of Lan Yu studio in the four aspects of 4Ps+4Cs integrate theory on the basis of the results by SWOT analysis, to conclude the successes and failures on Lan Yu marketing activities.In the fifth chapter, the author combines with the new trends in the marketing medium and the development bottleneck of local custom-made dress enterprises, to give a specialized study on some innovative suggestions for the local custom-made dress enterprises in marketing by learning from the domestic and foreign well-known brands.