Research On Marketing Strategy Of A Ladies Underwear In Shanxi Province

Brand A underwear takes "home" as the core of the simple cultural system,and is committed to integrating the physique concept into the sales and consumption of underwear,to create A high-end underwear brand in Shanxi market.However,with the rise of new brand underwear enterprises and the popularity of online marketing,the marketing of traditional A brand women’s underwear in Shanxi market is facing A crisis and growth ceiling,A brand underwear in Shanxi market must seek changes.This paper first introduces the Shanxi underwear market,from the geography,layout,brand marketing,and so on,and then explains the brand a underwear marketing in Shanxi market and the problems faced.This research uses PEST analysis to analyze the macro environment of a brand underwear market in Shanxi Province,and also analyzes the environment of underwear industry and underwear market.Using STP strategy,according to the characteristics of brand a underwear market in Shanxi underwear market segmentation,target market and market positioning,according to brand a underwear in Shanxi market problems,according to their own key target groups to optimize,marketing strategy mainly from the use of self-media power,promote marketing differentiation,and the current Internet environment closely integrated,but also to carry out a variety of marketing means,the product strategy optimization is mainly from the product quality,the development of new product category,the appropriate adjustment of product price and so on to make the product in the market has more advantages;In the aspect of terminal management optimization,it is mainly to improve the image of showrooms and Professional Training of marketing personnel;the strategy of service differentiation can continuously improve customer satisfaction,increase stickiness;and establish a good brand image,can make the brand go on the market more long-term.After the new optimization of the program will be a brand underwear in Shanxi market to maintain their own advantages while constantly improving their competitiveness,and ultimately achieve the goal of increasing economic benefits.At the same time to promote the healthy and sustainable development of the industry for the industry to provide practical reference.