Research On The Marketing Strategy Of Zhejiang GIUSEPPE Co.,Ltd

In 2013,"first lady" Peng Liyuan followed up with "useless" and "exceptional" domestic high-end bespoke brands,elegant appearance,dignified and generous,deductive atmosphere Oriental Beauty,was rated as "flexible diplomatic charm"."First Lady Concept Stock" was born,China's domestic clothing brand overnight hit,China's high-end custom clothing industry was pushed into the spotlight,received unprecedented attention.However,as a large country of garment manufacturing,most private enterprises have been eliminated under the competition of famous garment brands at home and abroad and are heading for the fate of failure.Today,when the "manufacturing power strategy" is Made in China 2025,as the main body of the market,the marketing ability of private clothing enterprises will directly determine the realization of China's "Textile Power",it is also the key to establish Chinese clothing brand.Zhejiang George White Clothing Company,which mainly deals with middle-and high-end professional wear,is a typical representative of this kind of private enterprises.At the same time,it also faces the heavy tasks of Internet +,customized clothing marketing transformation and upgrading,and high-end customization,etc.,this paper is of great practical significance to the research on the marketing of high-end apparel customization in private enterprises.In this paper,literature review,case analysis and practical investigation are used to analyze the micro and macro environment of the company's professional clothing market marketing and the industry competition of the company's professional clothing customized marketing by adopting pest macro environment analysis,SWOT analysis and industry competition five force model In order to provide a theoretical guidance for the sustainable development of high-end customized marketing of private enterprises,we explore and explore the ideas and Countermeasures of customized marketing in the new era of "Internet plus customized marketing".This paper draws the following conclusions: first,as the traditional intensive labor manufacturing industry's textile and garment industry,Zhejiang Georges white clothing company should actively enter the era of "industry 4",embrace the "Internet +",and make use of big data,cloud computing,Internet of things and mobile Internet to transform and transform the intelligent,green high-end manufacturing,which is imminent.? Second,georgeberry clothing company should select five types of consumer groups: Wisdom / knowledge,ol / og competence,literature and art RETRO,fashion trend and school uniform as the market target.Thirdly,the customized marketing strategy of professional dress of georgeberry clothing company should not only be supported by 4P marketing theory,but also optimize 4P marketing plan.More importantly,it should establish 7PS strategy of high-quality service marketing,that is,to achieve customer satisfaction on the basis of "people",to establish value-added whole service process on the basis of process elements,and to enhance free scene experience on the basis of tangible display elements.Fourth,the implementation of the customized marketing strategy of georgebei clothing company needs to improve the four guarantee measures: improve the brand R & D and design mechanism,strengthen independent innovation;big data + intelligent manufacturing,create a flexible supply chain of enterprises;attach importance to Internet marketing and customized personnel training,lay the human foundation;establish georgebei characteristic clothing brand culture,and enhance public recognition.