A Research On The Marketing Strategy Of Light Luxury Brand Fashion Watches Dealers

As the general distributor of light luxury watch brand in China,Z company has a large space and a voice in pricing and promotion.With more and more light luxury brands enter the Chinese market and distributors of the same brands,the company faces increasingly fierce market competition and the comprehensive cost increases year by year.In the rapid development of the Z Company,marketing strategy management has been relatively weak and it has become a need to perfect the part of the company,so the study of the marketing strategy of Z Company has become an urgent issue to be explored.This paper uses case analysis method to study Z company's marketing strategy based on Z company.By using SWOT analysis method and five-force analysis method,this paper makes a systematic analysis on the internal and external factors and competition of the marketing strategy of Z Company.Paper argues that companies should knowledge the trend by ordering Selection and strengthen the core product.Rally brand of FuSi Group should strictly abide by the price system set by the brand side to maintain the brand image.While,French brands needs consider the market players and based on traditional cost-plus pricing method.Not only strengthen ties with the upstream supply chain light luxury brands,but also with each downstream channels,customers and other alliances,integrate supply chain resources,to achieve the goal of maximizing profits.Social marketing should be strengthened,accurate marketing should be achieved through data mining.Use digital media to operate brand marketing,advertising promotion,event marketing and affiliate marketing.The paper proposes that in order to ensure the smooth implementation of the marketing strategy,Company Z should improve its organizational structure,optimize its processes,train its personnel and ensure adequate financial support.This paper and its conclusions,will provide useful reference to other similar enterprises.