Research On Marketing Strategy Of ShanghaiTang Apparel Produces In Northeast Regional

With China's accession to the World Trade Organization,economic has developed rapidly and steadily,national income level has improved,quality of life has been soaring,more and more people began to pay attention to the enjoyment of material life and spiritual life,and clothing is no longer only used to keep warm or modesty necessities,it has become an integral part of social culture and one of the ways in which people identify themselves,and the apparel industry has become a visual currency industry that the public understands and is willing to invest.In the face of fierce market competition,how to beat competitors to seek survival and development has become a problem which the major high-end apparel companies must take into account.The core of making marketing strategy is to enhance the product and brand image,expand product sales and market share,attract more potential customers,and translate these customers into real consumers and brand advocates,improve consumer satisfaction and loyalty to products,so that enterprises can stand out in the market competition.Based on the research of marketing theory,this paper makes a systematic study on the theory knowledge of marketing strategy,and we study and explore the successful cases of high-end apparel company of ShanghaiTang Company,and make a detailed exposition on the marketing status of ShanghaiTang Company in the northeast of China.At the same time,using the PEST theory of marketing and Porter's five-force competition model,this paper analyzes the macroscopic environment and competitive environment of ShanghaiTang Company,and then uses the SWOT analysis,STP theory and marketing 4P theory to combine environmental analysis and market segmentation results.The existing marketing strategy of ShanghaiTang Company apparel products is thoroughly analyzed and researched,through the implementation of competitive-oriented new product development,the optimization of dealer network in northeast China,the promotion of advertising and public relations activities,and the continuous cultivation and selection of excellent design talent,etc.to solve the poor performance of the ShanghaiTang Company apparel products marketing in the northeast region,and ultimately improve the ShanghaiTang Company apparel products in the northeast market sales and market share,enhance brand awareness and reputation.