Research On Marketing Strategy Of Women’s Wear Of H E-commerce Company

In recent years,the rapid development of social economy has improved people’s living standards,so the garment industry has entered a stage of rapid development.Nowadays,with the gradual improvement of people’s taste in clothing and fashion requirements,clothing is no longer a simple cover against the cold,but has become a symbol of one’s identity and an important carrier for people to express aesthetic and cultural values.Therefore,consumers’personalized demand for clothing is increasing day by day.For garment enterprises,marketing strategy is very important,which is related to the current operation and sustainable development of enterprises in the future.Although relatively perfect marketing strategies have been accumulated and precipitated in the development process of the clothing industry for many years,nowadays,clothing brands emerge in an endless stream and market competition is becoming increasingly fierce.Facing diversified sales channels,the marketing strategies of clothing brands need to be further innovated and upgraded.Therefore,how to develop a set of marketing strategies suitable for both their own brand and the current market is a problem that every enterprise needs to think deeply about.H e-commerce company is an Internet fast fashion enterprise.The women’s clothing brand was established in 2008.With the rapid development of the early e-commerce flow dividend,the popularity and popularity of the brand has been rapidly enhanced among the online shopping crowd,and a unique single-product operation system has been established.But,as the platform flow dividend gradually disappear,the diversified development trend of online shopping channels and upgrading of consumer demand for clothing,such as H e-commerce company,women’s clothing in the process of operation without timely follow the overall market trend for the brand upgrade,already can’t satisfy the new demand of consumers,in its product,price,channel and promotion,etc.,Also exposed a large number of marketing strategy problems,resulting in the brand operation blocked,sales began to decline in 2019,2020 and 2021 continued to fall off a cliff,even loss phenomenon,by the end of 2021,sales still did not show an upward trend.In this context,this thesis takes THE women’s clothing of H e-commerce company as the research object,explores the problems existing in the company’s marketing strategy under the current market environment and the new demands of consumers,and puts forward suggestions on optimizing the marketing strategy for the women’s clothing of H e-commerce company.This thesis first to the domestic and foreign research present situation and the marketing related theory study,and then the integrated use of market research tools such as PEST,SWOT,STP to H e-commerce company,women’s clothing has carried on the thorough analysis,and finally,on the H marketing problems of women’s current e-commerce companies based on the current situation and the market,combined with H the advantages and disadvantages of e-commerce company dress,Using 4Ps theory,this thesis puts forward some suggestions on improving marketing strategy.The research of this thesis not only has constructive significance for the sustainable development of women’s wear of H e-commerce company,but also provides reference significance for other brands in the same industry in formulating marketing strategies.