Research On The Optimization Of American Marketing Strategy For Fair Ladies' Clothing Of RD Garment Export Company

China's garment industry,as a traditional but fashionable industry,has made great contribution to the development of national economy in recent decades,and garment export trade has also created considerable foreign exchange income for the country.Along with economic development and the change of macro environment,export trade is facing more intense competitive environment,and the foreign clients offer to many countries and comprehensively consider factors such as price,quality,delivery time before placing an order,which causes the situation like an order offered by Vietnam,Cambodia,Bangladesh and China at the same time,and by different factories in one country.In recent years,China's domestic labor wages and the cost of raw materials continue rising,while the garment making develops rapidly in the surrounding areas of southeastern Asia,which also have the advantage of low labor costs,so that the original orders that have been produced in China are transferred to southeastern Asia.Under the transmission of various factors,the total volume of domestic orders is shrinking,and the competition is increasingly fierce,leading to the difficulty in enterprise development.Qingdao RD Garment Export Company is a small and medium-sized garment industry and trade enterprise in Qingdao.The company mainly relies on fabric dyeing and export clothing to obtain profits.Clothing orders are mainly exported to the United States.The products are mainly ladies' clothes,accounting for about 90% of the total sales.In recent years,with the change of environment,the export volume of RD Garment Company is not satisfactory.The company has failed to meet the expected sales target,and the profit margin has fallen sharply,and the operaion of the enterprise is at great risk.The company need to analyze the existing business strategy,to straighten out the enterprise's internal and external environment,to locate the company and its products,building a marketing strategy which can not only adapt to realistic environment,but also can be suitable for their own development as an action plan for market expansion.Based on RD garment export company as a case,through summarizing its development course,internal and external environment of marketing,and analyzing its existing problems and difficulties,using of 4P,4C,4R and STP marketing strategy to direct the company ‘s future development.This paper puts forward that under the new situation RD garment company needs to speed up the old equipment updates,to strengthen the management of product quality,changing the competition model of relying on the product quantity and quality to relying on the developing mode of adding value;to strengthen product development,to increase market share,to improve after-sales services,and enhance corporate and brand image;to combine the traditional marketing and network marketing strategy,to use network technology to realize 3D garment fit sample of virtual fitting to improve work efficiency,to use cross-border electric business platform for sales promotion,and to participate in clothing exhibition to promote company and product,to do more high value-added products.In order to smoothen the implementation of marketing strategy,this paper also puts forward a series of safeguard measures: that is,to set up marketing team,to decrease the cost by the elaborating management,to build the internet information service platform,and to implement the strategy of "going out”.