Marketing Strategic Research Of Qingdao Yini Garment Co.,Ltd.

With the development of China's market economy,along with industrial upgrading and consumption upgrading,in the field of clothing,clothing customization began to appear as a new form of business,and as a major category of clothing,men's fashion,began to adopt a customized approach.To achieve brand breakthrough.Qingdao Yini Garment Co.,Ltd.is a typical company that provides men's tailored services.It owns and operates the “DavidZhang”,which is mainly responsible for sales and production of men's suits,shirts,coats,accessories,shoes,etc.,with high quality.With its unique design and accurate communication from the media,the “DavidZhang” is currently entering a stage of rapid development.This article takes "DavidZhang " as the research object,combing the development of clothing customization and men's clothing customization,demonstrating the current market demand for large brands,and then analyzing the brand's current major competitors.After analyzing the brand's marketing strategy,marketing status,and marketing environment,he pointed out “the reliance on specific groups is strong;the lack of place maintenance;the lack of brand recognition;lack of market capability” as the currently occurring problems in marketing.After that,the STP theory was used to clearly position the product and brand.At the same time,the 4Ps theory was used to propose suggestions for improving the company's current marketing strategy from four aspects: product,price,place,and promotion.In addition,this article also regards brand marketing as a key point of company marketing.Based on the brand personality and brand culture,it proposes three kinds of effective communication methods: differentiated communication,integrated communication,and interactive communication,to output brand personality and philosophy.Finally,the paper also put forward recommendations for implementation and protection to ensure the improvement of marketing strategies,including strengthening corporate culture,improving systems,optimizing business processes,strengthening market research,and annual planning control and efficiency control.