Research On Marketing Strategy Of G Textile And Garment Company

The garment industry is one of China’s pillar industries.With the deepening of the supply side structural reform and the era of "Internet +",textile and garment enterprises face both opportunities and challenges.At the 2022 Beijing Winter Olympic Games,from the opening ceremony to the podium,from the venue to the Winter Olympic Village,the latest achievements of "technology,fashion and green" in China’s textile and clothing industry will be displayed everywhere.Among them,the Winter Olympics uniform is full of national style features and cultural confidence in design,and meets the needs of Olympic staff in various working environments in terms of function.China’s clothing industry is building a fashion discourse with Chinese excellent culture as the gene thread,and promoting China’s clothing industry to the middle and high end of the world industry chain.G Textile and Garment Company was established in 1985.It is a state-owned garment enterprise integrating design,production and sales.The company’s processing and sales businesses mainly include business suits,labor uniforms,anti-static clothing,cold clothing and other professional clothing.Relying on the powerful group company,G Company has developed a number of stable and high-quality key customer resources over the years,formed a good market reputation in the industry,and established an excellent corporate image.However,since the outbreak of the covid-19 epidemic,the operating profit of company G has gradually declined,the sales level has been unable to digest the existing customer orders,and the shortcomings of the company over the years have gradually emerged.It is an urgent problem for G Textile and Clothing Company to open a new business in the crisis,meet the changing needs of customers and keep up with the pace of the times.Based on this,the author launched a research on the marketing strategy of G Company.First of all,the author read a lot of relevant literature on marketing theories and marketing strategies of textile and garment enterprises at home and abroad,summarized and sorted out the literature,formed his own opinions,and finally decided to conduct research based on STP theory and 7PS theory.Secondly,the PEST model is used to analyze the macro environmental factors formed by the political,economic,social and technological factors of the enterprise.The five forces model is used to analyze the industrial competitive environment,and the SWOT model is used to analyze the advantages,defects,opportunities and threats of the enterprise;Based on STP theory and7 PS theory,the author analyzed the marketing strategy of G Company from the aspects of market positioning,product,price,channel,promotion,personnel,physical display and service process,and found that G Company has the following problems: unclear market segmentation,inflexible product pricing,conservative and single sales channel,unprofessional brand promotion,weak sales staff business ability,and no innovation and attraction in online and offline exhibition halls,The service process was not accurate.Therefore,through reading literature,case analysis,interview,and model analysis,the author combines theory with practice to put forward the marketing strategy solutions of G Company one by one,forming a 7PS marketing strategy suitable for G Company’s own development,mainly including the following aspects: 1.STP strategy,clear brand positioning,and market segmentation;Second,product strategy,strengthen product green innovation technology;3、 Price strategy,adopting flexible pricing strategy;4、 Channel strategy,enrich marketing channels,and integrate online and offline channels;5 、Promotion strategy,strengthen brand promotion;6、 Personnel strategy,strengthen staff and customer management;7 、 Tangible exhibition strategy,establish VR panoramic online exhibition halls,and enrich offline exhibition halls;8、 Service process strategy:strengthen staff service,optimize official account design and improve user experience.Finally,the author puts forward the guarantee measures for the implementation of G Company’s marketing strategy from five aspects: the company’s operating mechanism,organizational structure,digital system,R&D technology and corporate culture.I sincerely hope that the research results of this paper can help G Company find opportunities in the crisis,break through business difficulties and achieve considerable development.At the same time,it is hoped that these plans can provide some reference and reference for the marketing strategies of similar enterprises,and contribute to the goal of the fundamental transformation of China’s textile and clothing industry from a "manufacturing country" to a "smart manufacturing country".