Research On The Internet Marketing Strategy Of Inman

With the continuous development of China's Internet economy and the continuous innovation of business models,more and more clothing companies are using Internet technology to carry out marketing activities.Apparel companies are gradually realizing the huge potential of online marketing and they are actively investing in establishing and expanding their own online marketing channels.Since its inception,Inman has successfully achieved online success in the women's wear market with the help of the Internet.However,Inman also has certain problems in terms of products strategies,pricing,channels and promotions.It has hindered the development of Inman.The study sorts out domestic and international related research theories through literature review based on the relevant theories of marketing management.It uses case study methods to analyze the current status and existing problems of Inman's network marketing and adopts investigation research methods by research and interviews to understand the development of the company and consult the opinions of business managers on thesis writing.Meanwhile,the paper uses the second-hand data to provide support for the viewpoints.The research in this paper finds that Inman currently has problems as an ambiguity target market,the inaccurate market demand,the faultiness product portfolio resulting in lower competitiveness,the higher pricing,less reasonable price range setting,the risk of offline channel expansion,the weak promotion means,the lack of specialized network marketing talents etc..The promotion methods are weak,and there is a lack of specialized network marketing talents.The research systematically studies the network marketing strategy of Inman Apparel Company.It puts forward corresponding countermeasures and suggestions,namely,explicating target market,grasping accurately market demand,improving the combined product strategy,consummating product competitiveness,setting reasonably price range,expanding carefully offline channels,ensuring integration of online & offline channels increasing sales promotion,enriching sales promotion methods and cultivating sales management talents.The research is in attempt to provide reference for Inman' further improvement in the network marketing strategy and provide market competitiveness in the future.It also provides reference and guidance for the network marketing practice of similar enterprises.