A Study On The Marketing Strategy Of The "LDM" Brand Women Clothing Of Guangzhou L Company

In the Chinese textile clothing market,many brands compete with each other,which makes the competition extremely fierce.These brands include not only well-known clothing brands at home and abroad,but also local unknown brands cultivated by small and medium-sized clothing enterprises in China.Compared with these local unknown clothing brands,these well-known domestic and foreign brands have very obvious advantages in capital,manpower etc.Therefore,the local unknown brands are facing great competitive pressure.Aiming at the present situation of Chinese clothing market,guided by marketing theories,and with the method of interview and analyzing the environment,this paper takes Guangzhou L company as the research object and conducts the research on the strategic marketing(STP)and the tactical marketing(4Ps)of the "LDM" brand women's clothing of Guangzhou L Company.Through research,this paper finds that the strategic marketing problems of "LDM" brand women's clothing include the confusion of market segmentation,the unclear target market and the inefficient market positioning.The tactical marketing problems include imperfect after-sales service,price too high in undeveloped cities,too small online scale,too little promotion methods etc.In view of these problems,this paper analyzes its causes,and further puts forward the strategic marketing and tactical marketing suggestions in line with the development of the "LDM" brand women's clothing of L Company.These suggestions include clarifying the market segments,expanding the target market to the whole country,setting up after-sales service department,implement differentiated prices in different cities etc.The research of this paper,on one hand,hopes to help Guangzhou L Company accelerate the speed of its development,on the other hand,provides enlightenment for the development of other similar clothing enterprises in China.