Research On Optimization Of Network Marketing Strategy Of Customized Business In Shenglanqi Garment Co.,Ltd.

With the diversified development of clothing brands and the diversified needs of consumers,the competition in China's clothing market is becoming more and more fierce.At the same time,in the context of a new customer-oriented economy,customer-centric clothing customization services are in the clothing industry.The advantages in the market are becoming increasingly apparent.The continuous development and popularization of network technology has led many clothing customization companies to enter the new era of network marketing.Therefore,in-depth study of the network marketing strategy of clothing custom enterprises can effectively enhance the market competitiveness of clothing custom enterprises,which has certain theoretical significance and strong practical significance.In the context of the Internet,apparel customization companies are faced with unprecedented opportunities and challenges.Based on the domestic and foreign scholars' network marketing and network marketing strategy theory and practical research,this paper starts from the perspective of enterprise network marketing strategy,with Sheng Lanqi.The company's clothing customization business is the research object,and carefully analyzes the macro environment,micro environment,network marketing strategy status and network marketing strategy of Shenglanqi Garment Co.,Ltd.in order to further expand the network of Shenglanqi clothing customization business.Marketing channel,optimize the network marketing strategy of Shenglanqi clothing custom business,and propose the following optimization suggestions:(1)Product design strategy optimizationRealize the two-way network communication between designers and consumers,realize the target market segmentation and the network of brand designers,and realize the customized and personalized design of network.(2)User experience strategy optimizationFirstly,we will aim at the characteristics and purpose of the network marketing of Shenglanqi Company and convey the information to the target consumers.The webpage design needs to conform to the overall image of Shenglanqi Company.Secondly,Shenglanqi Company should target the target group and the company.The effective visits to the website are statistically analyzed and analyzed,and theperformance of the network promotion is evaluated.Accurate traffic statistics enable the company's managers to clearly and scientifically evaluate the site's traffic and key audiences.(3)Pricing strategy optimizationDue to the influence of the Internet,Shenglanqi Company based on the implementation of customized production,according to customer needs,Using network technology and assisted design software to help consumers choose to configure or design their own personalized products that meet their needs,while at the same time bear the price costs they are willing to pay.(4)Channel strategy optimizationThe focus of the transfer channel will gradually increase the sales channels of physical stores into online sales channels,strengthen online and offline connection management,and launch new media channels.(5)Promotion strategy optimizationConsumers of Shenglanqi are sensitive to promotional offers,so Shenglanqi wants to use promotions to promote contact with consumers and thus increase sales.Including store wireless promotion,wireless platform activities,off-site mobile activities.(6)Application of volume fittingAccording to Internet technology,consumers can choose to enjoy the “ virtual try-on ” to make the Internet clothing customization service more humanized.The network customized clothing can also filter the matching method that they want,which can not only reduce the time cost and energy of consumers' shopping.The cost,while also reducing the time cost of my dressing and dressing.Finally,the safeguard measures and the evaluation results are proposed.