| With new media and e-commerce platforms gradually penetrating into various industries and taking advantage of the online scene,more and more traditional production enterprises are seeking the transformation of the Internet in order to adapt to the continuous development of The Times and create a new track for enterprise development.Especially as a traditional garment manufacturer,there are many unsolved marketing problems,such as how to create broader marketing channels,which make the company has uncertainty to some extent in the future market competition.Therefore,the promotion of new media marketing channels,Internet e-commerce and other online platforms is of great significance for the development of production oriented companies.This paper starts from the optimization strategy of B company’s new media marketing scheme,combines STP theory and AISAS theory,and uses PEST model and ROSE model to analyze the relevant influences of the external and internal environment of the enterprise.This paper applies AISAS theory to B company’s product marketing strategy,combines customer’s attention,interest,search,action and share to the product into the marketing means,and rely on high-quality service and product cost advantage to take full competitive advantage of B company’s new media marketing strategy,so as to guarantee the company’s long-term sustainable development and expand the consumer groups.This paper provides a reference for the marketing strategies of traditional manufacturing apparel enterprises and tests the universality of AISAS theory in the apparel industry. |
