Research On The Improvement Strategy Of E-Commerce Product Marketing For Clothing Company A

In recent years,China’s clothing industry has witnessed great development.With the rise of Internet e-commerce,more and more traditional clothing enterprises started to implement the transformation from offline to online,and carried out e-commerce business in succession.The competition among those enterprises appears to be particularly fierce.This dissertation takes A Company as a research case,firstly introduces the background of the company’s basic overview,including financial analysis,organization structure,market environment and information management.After that,this dissertation focuses on analyzing the e-commerce marketing challenges of A Company’s clothing products through literature and interview survey method.The main problems come out with unsalable inventory of old products,high product return rate,single promotion model,inflexible pricing,serious channel homogeneity and over-reliance on platform traffic.In order to better formulate the improvement strategy for A company on e-commerce marketing,this dissertation draws on the research results of domestic and foreign scholars in the e-commerce marketing for clothing industry,finally summarizes the development trend for this industry: The e-commerce model of clothing industry will tend to be diversified,including more personalized needs and C2 M customization required,consumption upgrades,new retailing and 5G technology lead to the development of short video and live broadcast industry.On this basis,this dissertation firstly improves the company’s marketing strategy under 4P marketing strategy from three directions: product,promotion and place.After that,this dissertation gives analysis under customer demand through 4C marketing strategy and optimizes suggestions for improvement.In the end,this dissertation helps to create the consumer portrait for A company based on the combination study of precision marketing and big data.It takes out the suggestions that A company could carry out with brand private traffic marketing so as to improves the core competitiveness for the company.