Research On Marketing Strategy Optimization Of Haining XT Clothing Company Under Internet Background

With the gradual popularization of the Internet in recent years,many people have gone from spending in retail stores and shopping malls to online consumption.While the Internet provides convenience for people's lives,the Internet has brought almost devastating effects to many traditional clothing companies.As a result,the number of chain stores in many apparel companies has dropped sharply,and operating profits have fallen sharply.Under the Internet environment,traditional apparel companies can only grow and develop in today's complex and fiercely competitive market environment by fully grasping market trends and continuously optimizing and improving existing marketing strategies.This article takes Haining XT apparel company as the specific research object,and studies the optimization of fur apparel company's marketing strategy under the Internet background.This article first based on fur apparel companies,using literature analysis and research methods,from the marketing strategy theory and the classic literature of clothing industry related literature review.Secondly,by using the macro PEST analysis model,Porter's five forces model and SWOT analysis to analyze the marketing environment of Haining XT apparel company.Then use product,price,promotion,and channel combination to analyze the marketing status of Haining XT apparel company.In the research,it is found that the marketing strategy has online products and services that lack pertinence,online product pricing is too high,and online channel sales account for The problems of low ratio,poor promotion effect,and declining retention rate of old customers are caused by ignoring the actual needs of consumers,worrying about the impact of low online prices on offline channels,and old online channel strategies,lacking features,and over-reliance.Offline promotions and users lack a good shopping experience.Finally,after analyzing the above problems and the causes of the problems,the 4Ps marketing strategy combination theory,visual marketing theory,network integrated marketing theory,and network experience marketing theory are used to create online exclusive supply Products and professional services,online low-price strategies,live e-commerce optimization of online channels,integration of online and offline to enhance promotion capabilities,and optimization measures based on online experience marketing to enhance user shopping experience.And from the three perspectives of culture,talent and resource investment,we will implement safeguard measures in three aspects: optimizing the corporate organizational structure,strengthening corporate culture construction,improving the level of marketing talent construction,and increasing information input resources.This paper conducts a research on the marketing strategy optimization of Haining XT apparel company under the Internet background,and the main purpose is to hope that the research can provide some reference value for Haining XT apparel company to better improve its performance in the fierce market competition.