Marketing Strategy Research For The Clothing Category On Mobile Terminal Of E-commerce Platform

As the number of mobile Internet users increased year by year, the development of mobile e-commerce is overwhelming, however, the development of mobile electricity clothing had been jointly promoted by clothing brands and the e-commerce platform. In this paper, the research on the clothing category marketing strategy from the perspective of e-commerce platform is on the mobile terminal of e-commerce platform, that is the mobile APP for e-commerce platform. The purpose of this study is to prove that the clothing category marketing strategy on the mobile terminal of e-commerce platform can not completely copy the PC terminal’s, and there are various types of e-commerce platform, and different types of e-commerce platform in the apparel category has a different mobile marketing strategy.First, comparing the similarities and differences between mobile terminal of and PC terminal of the e-commerce platform in the clothing category marketing strategy by comparative analysis. Second, according to the core of the e-commerce platform operation strategy, the e-commerce platform is divided into comprehensive e-commerce platform, vertical e-commerce platform, sale electric business platform,cross-border e-commerce platform and guide e-commerce platform. Then the analysis of mobile terminal marketing strategy from three aspects, which is clothing sales,search classification of clothing and apparel group, is proved that the clothing category strategy on mobile terminal in the different types of e-commerce platform has different methods. At last, through the case analysis, the research on the mobile terminal of dressing assistant, which is compared with other e-commerce platforms, is proved that clothing category has different mobile terminal marketing strategy in the different types of e-commerce platform, while getting three aspects of enlightenments,which the marketing is customized, entertained and service-oriented..In the first place, the research conclusion in this paper is that clothing category marketing strategy on the mobile terminal of e-commerce platform is different from the PC terminal’s. The differences are that mobile terminal need to regularly update and make time to remind, being in the more quick and easier way to presentmarketing content to the users, being targeted marketing and period of time marketing,ang having rich interactive experiences.The second, the clothing category of e-commerce platform need have differentiate mobile marketing strategy. To be specific, first,according to their own platform positioning, the clothing category of e-commerce platform need to be established a long-term platform development strategy. Second, the clothing category of e-commerce platform need to be made different marketing strategies depending on the type of their own platform. Through the practice of mobile marketing strategy on the dressing assistant, this study suggested that the clothing category on the mobile terminal of e-commerce platform should be customized in marketing ways, should be entertained in the design of marketing product, and should provide refined, personalized and multi-level services,namely the service orientation in marketing purpose.