Research On Marketing Strategy Of Erdos Cashmere Group

After 40 years of continuous profitability and continuous development,Ordos Cashmere Group has become a leading company in the field of cashmere clothing in China.However,due to the endless stream of domestic apparel brands and the continuous entry of foreign high-end brands into the consumer market in China,the fierce competition in the apparel industry has placed higher demands on the selection of product development and marketing strategies.Therefore,this study has certain practical significance for the Ordos Cashmere Group to continuously optimize and improve its marketing strategy.The paper has carrieci out in-depth research on relevant researches at home and abroad.Based on the definition of related concepts and clarification of the theory,this paper analyzes the marketing status and existing problems of Ordos Cashmere Gr oup,and believes that the existing marketing strategy of Erdos Cashmere Group exists in the layout of second-and third-tier cities,Unreasonable,product price advantage is not obvious,and the promotion strategy is not flexible enough.Furthermore,the article deeply analyzes the internal and external environment faced by enterprises,conducts EFE matrix analysis on external opportunities and threats of enterprises,and conducts IF'E matrix analysis on internal advantages and disadvantages of enterprises.On this basis,the current marketing strategy of Ordos Cashmere Group should be "SO".Strategy+ST strategy".Based on this,the company's product strategy,price strategy,promotion strategy,channel strategy,personnel strategy,process strategy and tangible display strategy are proposed.Finally,three safeguard measures to promote the marketing strategy of Erdos Cashmere Group are proposed,which are technical guarantee,organizational guarantee and capital guarantee.