MBA教育中心知识库

With China adhering to the development policy of reform and opening up, China's economy has developed rapidly. In recent years, with the vigorous development of computer network technology, Internet economy has gradually become the best choice for people's leisure time. The concept of "Internet plus" has also been added to the plan of sustained economic growth in the country, which is of great significance to China's social and economic development. However, the rapid development of new economy not only provides great development opportunities for traditional enterprises, but also causes great impact and fierce competition. At the same time, in order to stand out in the market, in addition to strengthening the quality of products and clothing characteristics, do a good job of business services, enterprises need to pay attention to their own marketing strategy.

Zhonghe Leisure Clothing Co., Ltd. is a domestic medium and high-end clothing enterprise that has been operating for more than 20 years. In today's fierce market competition, although Zhonghe casual wear Co., Ltd. can maintain a relatively stable turnover in recent years, it still conservatively uses the traditional marketing method, does not establish a marketing strategy more in line with the current market environment according to local conditions, and has never established a scientific marketing concept in the field of marketing. The establishment of a good model combined with the Internet economy has not led to the development of enterprises and brands in a broader field.

Therefore, this paper first briefly expounds the research background, significance and research status at home and abroad of clothing marketing, and then deeply analyzes the marketing environment of Zhonghe Leisure Clothing Co., Ltd. on the basis of STP theory and 4P marketing theory, so as to find the problems existing in the marketing of Zhonghe Leisure Clothing Co., Ltd. Finally, according to the existing market environment, this paper puts forward marketing optimization suggestions suitable for the development of the company, so as to adapt to the target population and changing market demand, and improve the competitiveness and economic benefits of the enterprise in the fierce competitive environment. It is hoped that this research can promote the development of leisure clothing enterprises in the current environment and play a reference role for relevant leisure clothing enterprises. This will lead to benign competition in the leisure clothing industry, leaving excellent leisure clothing enterprises to meet more consumer needs.