The Research On Marketing Strategy Of J Clothing Company

The new middle class represented by the post-90s generation was becoming the main force of consumption in the new era,bringing new consumer ideas to the clothing market.J clothing company was committed to providing clothing products of the post-90s that showed personal characteristics,high quality and low price.In order to improve the company’s competitiveness and adapt to the latest market trends,the research on marketing strategy of J clothing company was studied.The research used the literature research method and the investigation research method.First,based on the analysis of the company’s internal environment,the macro environmental analysis was performed by the PEST analysis method,the industry competitive environment analysis was performed by the Porter five force analysis method,and the SWOT analysis method was used to summarize,summarized the disadvantages including small apparel categories,long design cycle,low update frequency,offline stores and online stores to be improved,fewer promotional channels.Then based on the analysis of 1432 valid questionnaires,detailed market segmentation and positioning of the post-90s clothing market based on STP theory,summarized that post-90s consumers valued three clothing consumption characteristics including,shopping convenience,obtain clothing information through new media and share socialization.As well as three clothing focus points of good quality,personalized expression,and excellent price.Combining the current hot market environment,select animation and ancient style ethnic groups as the important target markets that J clothing company needed to expand.Determined high quality and good price,personalized,interest-oriented three market positioning.Based on 4P marketing theory,formulated product strategies from three aspects:physical,information and service products.Proposed a new product pricing strategy of high quality and low price,and a special price discount strategy for a limited time.From the perspective of the integration of online and offline channels,J clothing company’s overall channel strategy was improved.Through popular online self-media,offline pop-up stores,small parties and large-scale event activities to develop promotional strategies.Finally,the marketing strategy and implementation guarantee of J clothing company were formulated from four aspects:organizational structure,human resources,information technology and customer service.Through the research on the marketing strategy of J clothing company,on the one hand,it could improved the marketing status of J clothing company,on the other hand,it could also provide inspiration and reference for the improvement of the marketing level of small and medium-sized clothing companies.