A Research On Competitive Strategy Of CTNR Company Based On The Market Segmentation Theory

Currently,the domestic garment industry is in a fully competitive conditions?With more and more personalized demands for the products of the customer,the market differentiation trend is more and more obvious,enterprises have began to excavating the internal talent capacity in market positioning,research and develop and service area,for better adapting to the rapid developing market,and form its own core competitiveness.As a component of the casual wear market,a question need to be settled urgently for the CTNR market is how to find its own market positioning and form its own differentiation advantage,thus strengthening customer stickiness and extending volume growth.Based on the theory of market segments,market position and Porter's competitive theory,this thesis analyzed the current situation and development trends in the future of CTNR Garment Co.Ltd.Then finding out the Superiority,weakness,opportunity and threats of the company.Then collected the data of In-depth interviews and Questionnaire,through factor analysis and cluster analysis of these data,this thesis got four common factors which can Influence customers' purchase behavior in the process of selecting Fashion casual wear,as follows,fashion and personality factor,promotional factor,comfortable and optional,convenience and pricerite.Among them,the factor of quality and experience is the most important impact factor of customers' purchase behavior.,but this ability happened need to be promoted in out company.By the research of Target market characteristics and advantages within the company,this thesis came up with the deficiencies in the process of brand sub-class definition,fabric selection,style design and image promotion and other aspects,then correspondingly presented improvement measures for the purpose of improving the company's competitiveness,which including definite the sub-class categories from multiple angles,broaden the Alternative space of the fabric,style design can meet the individual needs of the customers,concentrate on the brand image management,and expand reputation of the brand culture.Combined with qualitative and quantitative indicators to evaluate the implementation effect.At the end of this thesis,the qualitative and quantitative indicators are used to evaluate the implementation effect.