| The clothing industry is one of the basic industries for people’s livelihood in China,occupying an important position in the national economy.With the continuous growth of per capita disposable income in China,the purchasing power of the Chinese people is constantly improving,and consumer demand is also changing.People’s yearning for a better life of "clothing" in clothing,food,housing,and transportation is beginning to manifest as the pursuit of more suitable and personalized customized clothing.At the same time,the country has issued multiple policies to encourage clothing enterprises to develop customized business.Currently,many large intelligent clothing customization enterprises and medium-sized extended clothing customization enterprises have participated in market competition.In the fierce market competition,how to enhance the brand strength,market share,and profitability of K Company is an urgent problem that needs to be solved for the long-term development of the enterprise.This article takes K Clothing Company as a research case,combines the basic marketing situation of K Company’s customized business,and analyzes the macro environment,micro environment,and internal and external environment of the enterprise to explore marketing strategies that are in line with the market demand in China to ensure the achievement of K Company’s development goals.This article is divided into seven chapters.Through exploring the marketing of K Clothing Company’s customized business,the following conclusions are drawn: firstly,the current problems of K Company’s customized business mainly include: limitations in the consumer group of customized products,lack of flexibility in pricing,lack of rich sales channels,and single promotion methods;Secondly,the current macro form is conducive to K company’s development of customized business.In the process of marketing and development of customized business,K company should fully utilize its own advantages and external opportunities,make up for its own disadvantages,and effectively avoid external threats;Once again,based on the analysis of K Company’s internal and external environment as well as marketing issues,market segmentation is carried out according to the age and payment ability of consumers,and the target market for K Company’s customized business is selected as the middle and low-income,middle and high-income groups aged 23-45.On the basis of the original products,high cost-effective products with moderate prices and appropriate extension to the low price range are expanded,Make "high-quality,high-grade,professional and thoughtful service" the company’s differentiated positioning,in order to attract more consumers’ attention.At the same time,in order to solve the problems in the implementation of marketing strategies for K Company’s customized business,this article applies the 4P marketing theory to propose the following measures: enriching product content,enhancing brand image,and improving product development efficiency;In terms of pricing,adopt pricing methods that are in line with consumer purchasing power,and improve product quality to price ratio by improving services;In terms of sales channels,optimize offline customized stores,expand online channels,and strengthen online and offline linkage;In terms of promotion,use new media platforms,focus on building promotion channels,and enrich promotion methods;Finally,ensure the implementation of marketing strategies from four aspects: system,technology,talent,and funding.Through the above analysis,the marketing practice and development direction of K Company are clarified,and it is hoped that it can play a certain reference role for other small and medium-sized enterprises to develop clothing customization business. |
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