The Marketing Strategy Research Of Chinese Menswear Online Customization Based On The Customer Behavior Theory

The development of the society brings higher living standards and dress aesthetic increasingly mature. When the garment can not meet the needs of individual consumers express, they can customize. With the improve of enterprise informatization and popularity of the Internet, the development of clothing customization industry can break the traditional model of small amount and high prices. More and more customers can enjoy the clothing and services with high quality and cheap prices. In order to explore this area more clearly,this paper outlines the main features and the present situation of menswear online customization. Combining the theory of customer behavior, this paper analyzes the macro and micro environment of the market of Chinese menswear online customization and discusses the marketing strategies and recommendations of this industry. Finally, the author intends to describe the kind of business model clearly,with reasonable development and new lifestyle.