Research On Marketing Strategy Of Ordos Store Of Inner Mongolia Zhuoyu Industry And Trade Co., Ltd

In the 21 st century,the rapid development of the Internet has changed people's shopping habits.The rise of online shopping has caused a huge impact on the offline clothing retail industry.How the traditional clothing retail industry finds new development opportunities in the Internet era has become an urgent problem to be solved.The concept of "new retail" has pointed out a new direction for traditional apparel retailers.“New Retail” is characterized by online business expansion to offline,online business return to offline,online,offline and modern logistics to form new retail,which is no doubt for the traditional clothing retail industry The "new retail" development model helps to continuously improve consumers' consumer experience.It can not only meet consumers' consumer demand,but also promote consumer escalation.It is an opportunity that traditional clothing retailers can use this to expand offline stores to online and build modern logistics that belongs to the company.By adjusting and improving their marketing strategies,they can become new-type retailers and gain competitive advantage.This article is a case study marketing strategy research paper.The research object is the Erdos store opened by Inner Mongolia Zhuoyu Industry & Trade Co.,Ltd.(hereinafter referred to as Zhuoyu Industry & Trade Company).The research goal is to enhance the marketing strategies of Ordos Stores under the “new retail” background.Zhuo Yu Industry & Trade Co.,Ltd.was established in May 2010,mainly selling raw materials such as wool,wool clothing,apparel,cashmere products and other textiles.The company is represented by two brands,namely Ordos Cashmere and Cardinton's suits and golf products.According to these two brands,Zhuo Yu Industry and Trade Co.,Ltd.operates a total of 15 stores,the main sales area is the capital of Inner Mongolia Autonomous Region,Hohhot city.Zhuo Yu Industry and Trade Co.,Ltd.cross-regional agency clothing brand,is a company to act as the main business of domestic high-end brand apparel company.However,at this stage,Zhuoye Industry & Trade Co.,Ltd.is not well-known in eastern China and internationally and has not formed its own core competitiveness.It is hoped that through this study,it will find a marketing strategy combination suitable for Zhuoye Industry and Trade Co.,Ltd.and increase its popularity.Eastern market and international market.This article is a case study of the Ordos store run by Zhuo Yu Industry and Trade Company.The first part introduces the research background and intention,the research content and the research methods used.The second part analyzes the marketing environment of Zhuoyu Industry and Trade Co.,Ltd.using theories and methods of competitive strategy theory,industry life cycle theory,SWOT analysis method,PEST analysis method,and five kinds of strength analysis methods.Specifically,it analyzes using SWOT analysis method.The advantages,disadvantages,opportunities,and threats of Zhuoyu Industry and Trade Co.,Ltd.analyzed its external environment with PEST analysis method,analyzed its industry environment with five force analysis methods,and analyzed the industry where the company is located with the industry life cycle theory.At the life cycle stage.Through the above comprehensive analysis of the environment,the marketing strategy portfolio including the price strategy,product strategy,channel strategy and promotion strategy of Zhuo Yu Industry and Trade Co.,Ltd.has been improved and safeguarded.The main purpose of this paper is to analyze the company's environmental analysis and marketing strategy to improve the effectiveness of the company to enhance the effectiveness of marketing strategies,while also providing some ideas for the traditional clothing retail companies to carry out marketing.