Research On Omni-channel Marketing Strategy Of G Garment Company

Omni-channel is a marketing strategy in the new retail era.Emerging technologies such as digitization,social media,big data,and mobile applications are changing the retail business model.Especially under the influence of the Covid-19 pandemic,traditional apparel retail enterprises are faced with insufficient online operations and integration of departments,resulting in weak profitability.The ever-changing retail environment requires quick and accurate decision-making in order to facilitates the sustainability of enterprises.Taking the omni-channel marketing of G garment company as the theme,this thesis determines the interdependent research fields of omni-channel retail,channel conflict and integration,and apparel industry marketing by combing the relevant literature around retail and marketing,and analyzes them by using the case study,literature research and others,describes the customer shopping journey,which requires retailer to provide an integrated customer-centered framework,operates in a seamless and collaborative manner in all retail channel forms,establishes a digital supply chain based on operation ability and customer service level,pay attention to the participation and decision-making process of consumers,and improves the shopping experience.Starting from the concept,type,and trend of marketing channel development were then explored,followed by the current situation,conflict,and other aspects of omni-channel marketing.Secondly,based on the development status of G garment company,this thesis comprehensively evaluated its internal and external development status,advantages,and disadvantages using PEST and SWOT approaches with a focus on the existing problems of G garment company’s marketing channels.Finally,this thesis designed a detailed omni-channel marketing strategy for G garment company,including a customer-centered omnichannel layout,a seamless experience-based omni-channel integration,and datadriven supply chain integration.The implementation guarantee measures were formulated in terms of strategy,technology,capital,and human resources.The omni-channel marketing strategy constructed in this study caters to adapting the operation to the volatile,fast-moving apparel retail market and the increasing demand for fast-delivery and personalized products.The proposed strategy herein will further facilitate to building a clear brand image for enterprises,to standardizing business process,to improving customer loyalty,to generating sales conversion rates,and to eventually leading to digital retail evolution.However,the omni-channel in the retail industry is still under rapid development,and it is far from mature and perfect.This thesis provides a framework and reference for the implementation of omni-channel marketing in the apparel and fashion industry in the future.