Research On C Brand Marketing Strategy Under The Background Of New Retail

In the era of continuous Internet development,the combination of physical store purchases and online shopping forms has become the main shopping method for consumers,which has also promoted the emergence of new retail concepts.According to the Chinese luxury market research report released by Bain Company in 2018,compared with 2017,the total sales volume of China's luxury goods network in 2018 has increased by more than 27%,and all major luxury brands have to improve.Operating income has also increased the budget and investment of online marketing,which means that luxury brands have opened up a new marketing era combining online and offline modes.Based on the STP and 4P marketing theories,this paper analyzes the marketing background and current situation of C brand,and conducts PEST analysis and SWOT analysis for C brand,and puts forward feasible suggestions and opinions on its marketing under the new retail background.Specifically,this article thinks that under the new retail era,the existing marketing model of C brand mainly has the following problems:(1)the brand positioning is vague,there is no clear target consumer group;(2)the product style is scarce,which is not conducive to expansion.Consumption target;(3)inappropriate media selection,single channel of communication,unsatisfactory publicity;(4)no reasonable sales channels,slow market expansion;(5)no change based on market changes and consumer groups Adjust the price of the product.In view of this situation,the author believes that in the future,C brand should adjust and optimize the brand's marketing strategy from the following aspects:(1)adjust the brand market positioning and strengthen the brand's differentiated characteristics;(2)enrich product categories and optimize products.Strategy;(3)Improve the promotion media,strengthen online and offline publicity;(4)Develop communication channels and expand new retail marketing channels.