Research On Marketing Strategy And Optimization Of AC Garment Company In Australia

Since the reform and opening up,China's economy has developed rapidly.In particular,the export trade has seen unprecedented opportunities and development space.Due to China's advantages in raw materials and labor force,the textile and garment industry has been particularly prominent,textile and garment industry is significant to the process of economic development.But despite the overall scale of China's textile and clothing industry,but at the same time show the labor rate is low,low product added value,and disadvantages such as lack of core competitiveness,export is still mainly concentrated in the processing-stage,the core elements such as design and brand is still in the hands of foreign importers,around the world still in the stage of the middle and lower reaches of the industrial chain,the terminal consumer market is a lack of understanding and the understanding,resulting in Chinese enterprises has been in a passive position in the entire process link.Change the original mode of economic growth,for their innovation,integration of raw materials and development,product design,manufacturing and clothing export,Gradually extend to the upstream of the industrial chain.Based on AC clothing company as a case,this article first expounds the related theory of international trade and marketing theory,and then based on the development process of the AC clothing company and analyzes the current situation of the development of the company for the Australian market macroscopic environment and industry environment is analyzed,and the company's marketing strategy for the Australian market,discovered the problems existing in the company and the insufficiency;SWOT analysis used to analyze the strengths,weaknesses,opportunities and threats of the company in the current economic environment.Using market research method to further understand and analyze the consumption behavior,consumption mode and consumption demand of Australian end consumers for medium and high-end clothing;Through the customer and the final consumer market research,analyzing the market of problems of Australia,such as quality of goods need improving?price still high?marketing channel and promotion are not enough diversity,for those problems,and take Optimization measures from quality?price?marketing channel and promotion for AC company.such as improve quality of goods?cutting the cost?making channel and promotion diversified.