Clothing Marketing Thesis Sample

Currently China's apparel industry market with the deepening of global economic integration, the competition is also increasingly fierce, marketing as a clothing enterprise to win market share in the survival and development of enterprises play an extremely important role. The following is what I have collected and organized for you about clothing marketing thesis sample, welcome to read reference!

Clothing marketing graduation thesis sample article 1

Strategy on clothing marketing

[Abstract] Along with the arrival of the new century, China's new economic takeoff, China's clothing enterprises are facing tremendous pressure and challenges. How to make the clothing trade constantly meet the growing demand for clothing consumption? The application of knowledge and principles of apparel marketing will play a more important role. In order to keep pace with the times, clothing enterprises must establish their own brand effect. The integration of the global economy, international competition has intensified. The apparel industry should more clearly recognize the environment of apparel marketing. Through the study and analysis of the enterprise marketing environment, enterprises can continuously adjust their marketing strategies to adapt to changes in the environment through a better understanding of their own environment, thus improving the ability of enterprises to adapt to the environment and resilience, and further improving the competitiveness of enterprises in the apparel market.

[Keywords]Clothing Marketing Brand Effect Marketing Strategy

The famous American marketing expert, Philip ? Kotler pointed out: ? Marketing is a corporate function that identifies presently unmet needs and desires, defines and measures their scope and size, determines a target market that can be best served, and decides on appropriate products, services, and programs to serve this market. Because marketing is the link between a society's needs and its industry's response to form? Based on this concept, we clearly recognize the importance of the role of marketing. From the macro side, marketing is used by all the countries in the world, which is beneficial to strengthen the ties between countries, is a bridge to increase the friendship between countries and peoples; from the micro side, the development of marketing is directly related to the fate of our country. So we need to recognize the concept of apparel marketing, role and its uses and development characteristics.

Apparel marketing refers to the research and conception of apparel marketing apparel lifestyle, and then to meet the needs of clothing, and apparel products, design, production, pricing sales and service of the entire process and all the activities in order to achieve the exchange of apparel products, to obtain the maximum profit of the workers.

As we all know, apparel marketing is also centered on consumer demand, starting from the study of consumers to the end of the realization and satisfaction of consumer demand. So we must understand the consumer's consumer psychology needs and clothing trends, only so that enterprises can fundamentally solve the problem of selling clothing products. Clothing workers only after focusing on research, clothing companies in the fierce market and the ever-changing clothing marketing environment to identify, analyze, evaluate, select and utilize a variety of market opportunities closely around to meet the changing trends in consumer demand for clothing, but can do a good job in a timely manner to change the response to its changing strategies, and strive to create more market value for the enterprise to seek profits and to carry out large-scale marketing activities in general!

The final goal of apparel marketing is to create more market value for the company's profits.

With the advent of the new century, China's new economic takeoff, China's clothing enterprises are facing enormous pressure and challenges. How to make the clothing trade constantly meet the increasing demand for clothing consumption? The application of knowledge and principles of apparel marketing will play a more important role. With the birth of new products in the new period, the changing needs of human psychology, clothing products from the designer's conception of design, to the production of workers, and then to the sales staff of the sales promotion, the overall process of the concept of marketing is not permeated all the time. Modern clothing industry insiders should have an in-depth understanding of the marketing process of clothing, clothing marketing activities are interlocked, closely linked, is tightly around? Consumer demand? This core concept and start. As a clothing business insiders, an outstanding designer must clearly recognize their own design products will be provided to which customers, the face of the consumer group has what psychological needs, how the demand tends to change, in order to really contribute to the enterprise, more obvious design concept. At the same time, sales staff should also understand the characteristics of clothing products, costs and delivery deadlines, after-sales service, etc., so as to more accurately formulate product plans and marketing mix to meet market demand. Today's apparel market consumption changes accelerate, diversification of demand, mode complexity and so on. These factors are difficult to predict and describe correctly in the clothing market sales. Therefore, in the rapid development of society today to explore the laws of the clothing market, which is a compass to guide the clothing market sales. Only firmly grasp the correct direction, we can not be lost in the exploration of clothing on the journey, will follow our beacon smooth sailing.

Marketing in the state-owned enterprises in the end how much money is worth, no one can set its value, it gives you when it is not self-supporting, retracted when it is gratuitous. Enterprises to meet consumer demand as the center of marketing activities, and in the process of meeting consumer demand to achieve corporate profits. Due to the high elasticity of market demand, consumers have a direct impact on the trend and characteristics of clothing development, so as a clothing company, especially fashion enterprises, must grasp the market opportunities, to find out the different market needs, pay attention to the differentiation of the product business. At the same time, we must reasonably measure out the commodity value of clothing, cultural value and social value, and make it a perfect combination, and strive to create the maximum profit.

With the establishment and development of the market economy, China's commodity economy has unprecedented development, in order to keep pace with the times, apparel companies must establish their own brand effect. In today's society, branded products are emerging, to a certain extent, to meet the people's clothing consumption, favored by consumers and market recognition. Such as Binbin, Yalromon, Shunmei, Xi Ma, Xia Meng and other suit brands, is a successful example of modern clothing marketing. In addition, the diversification of the level of modern life directly lead to the popularity of novel casual clothing. With the progress of society and economic development, people's lifestyles are constantly changing. Although some people come from the same social class, receive the same culture and have similar personalities, their activities, interests and opinions differ due to their different lifestyles, which are manifested in their different choices of clothing. Modern life is mainly characterized by increased leisure time and rich content, which makes people's lifestyles tend to be diversified, and they have the ability and leisure time to entertain, shop and dress up. As people's interest in traveling and participating in sports activities has increased greatly, more and more people are wearing casual clothing. Therefore, it is also necessary for companies to understand consumers' lifestyles. And on this basis, it is necessary to strengthen the influence of enterprise products on consumers' lifestyles, so that consumers' lives become more civilized, healthy and comfortable.

The advent of knowledge-based economy and global economic integration have intensified international competition. In particular, the clothing industry, as the pioneer of all fashion products, should be more clearly recognized as the environment of clothing marketing. Through the study and analysis of the enterprise marketing environment, the enterprise can through a better understanding of their own environment, and constantly adjust the marketing strategy to adapt to the changes in the environment, so as to improve the enterprise's ability to adapt to the environment and resilience, but also to further improve the enterprise's competitiveness in the apparel market for the better development of the future to lay a solid foundation. For example; Lead wisdom fashion limited company u&I after investigation found that the future trend of clothing is simple, natural, and open personality. Therefore, in the design of the integration of simple metropolitan style, will focus on the details of tailoring and materials, in the natural simplicity of the trend to emphasize the personalized way of design, as a way to highlight the unique and extraordinary temperament of women. The company's clothing has been loved by female consumers since its launch. It has been proved that researching the marketing environment has enhanced u&I's ability to stand out among the many apparel companies. I think that any enterprise if you can grasp the pulse of the macro-environmental changes, to comply with its changing trends, you can avoid the unfavorable factors of the environment may cause harm to the enterprise, thus providing new opportunities for the development of enterprises, expanding the scale of business operations. Visible in the social environment of today's rapidly changing, companies pay attention to the study of clothing marketing environment is imperative.

Our nation is great, but our country is still far from prosperous and strong, there are many, many difficulties, the need for millions of strong to revitalize, to rise. Combined with China's national conditions and the characteristics of the enterprise itself, give full play to the role of apparel marketing in business activities, so that they are based on the turbulent and fierce competition in the market, in order to further participate in the international competitive environment, and promote China's apparel industry to take off, so that our country will always stand in the forest of the world's strongest countries.

Clothing marketing thesis sample 2

Discussion of network clothing marketing development strategy

[ Abstract ] With the widespread application of the network in the apparel industry, apparel network consumption has become an important part of the network consumption, but also has become the favored mode of consumption of many customers. How to seize the opportunity to obtain further development is the key issue of the current network clothing market. This paper analyzes the network clothing market through SWOT analysis, and puts forward the current stage of network clothing marketing strategy.

[ Keywords ] SWOT analysis, network clothing market, strategic recommendations

I. SWOT analysis of the network clothing market

1. The advantages of the network clothing market

(1) The network clothing market has real-time, interactive and convenient

The network technology makes the clothing network market not only to convey the latest popularity in a timely manner, to adapt to market changes, so that the customers are able to make the most of their time and resources. Adapt to market changes, so that customers from passive to active online sales to take full advantage of the interactivity between the merchant website and customer netizens, so that the business and consumer contact becomes easier and faster, but also can save from the producer to the retailer's investment, store rental and purchase, store decoration, as well as management costs in the operation, etc., for the apparel business to save more sales costs, so that the funds are more effectively utilized. Clothing online market initial investment also includes only the construction of clothing enterprise website and product image production costs. In the virtual network market operation bypasses the layers of dealers, eliminating a large number of costs in the sales process, so the price of goods in the network market is lower than the market price, allowing businesses and consumers to get the benefits.

(2) network clothing market with space, time and transaction infinity

The huge space of the network so that businessmen get rid of the limitations of the operating space, more business types and information. Network clothing market can be operated by the clothing styles of millions of kinds of more, the world any traditional clothing store is absolutely impossible to hang such a huge number of clothing. In addition, the Internet can be realized immediately online shopping, you can choose items for online transactions at any time, the Internet 24 hours a day, get rid of the shopping time constraints. The network market can also extend the business of merchants to all corners of the world, to realize the transaction without boundaries.

2. The weakness of the network clothing market

(1) online clothing try on the problem

Online clothing with finished product pictures and size, style, fabric and other text descriptions instead of the traditional clothing in kind to show the form. People can not like in the traditional clothing stores, through the personal trial to verify that the selected clothing style, color is suitable for their own, whether it can better reflect the personal temperament and charm. In particular, the body type is not standard, for their own suitable for what kind of clothing consumers do not have a great grasp of the online shopping there will be more psychological pressure and transaction risk.

(2) the security of online payment

At present, most of the network transactions using online banking payments, provided that the consumer holds a bank credit card to apply for such programs, and set up an electronic account and password. Although this payment method is very convenient, but it also exists security risks. The world of online information is not a safe place, with a variety of computer viruses attacking Web sites every day and stealing electronic account numbers and passwords from consumers. This also makes many consumers will only buy low-priced clothing goods on the network to avoid accidents and risks, relatively high-end clothing brands have to use the traditional brick-and-mortar sales model, giving up the use of network marketing model.

(3) the integrity of the network clothing market

A wide range of goods on the network, dazzling, clothing brands of real and fake, substandard, the phenomenon of fish-eye mixing is also very serious, profit-oriented merchants by the temptation of money, the use of the network to carry out false propaganda to mislead and defraud consumers, the money in the bag after the online evaporation of the matter is not uncommon. Consumers are very worried about being cheated. Due to our country in this regard, the system is not perfect, supervision and did not keep up, and ultimately led to the consumer to the clothing network market integrity issues with a questionable attitude.

(4) network clothing market returns

Network marketing, from the completion of the transaction to receive the goods, and then quickly have to wait for one or two days, many consumers through the network to buy clothing, due to size, color, quality and other issues require a return or exchange of goods, the procedures are more complex. Many foreign apparel sales sites to consumers unconditional commitment to return, exchange, and domestic merchants can really give this commitment is very little, resulting in many consumers in order to avoid unnecessary trouble, or choose the traditional way of buying.

3. Network clothing market opportunities

The number of people buying clothes online has increased dramatically. According to statistics, in 2007, China's clothing online shopping market size of 7.52 billion yuan, in December 2007, the number of Internet users 210 million people, the number of people in China to buy clothes online reached 27.56 million people; in 2008, China's clothing online shopping market size of 17.11 billion yuan, at the end of 2008, the total size of China's Internet users of 298 million people, the number of people in China to buy clothes online in 2008 is close to 50 million people; in 2008, the number of people in China to buy clothes online is close to 50 million people; in 2008, the number of people to buy clothes online is close to 50 million people. The number of people close to 50 million people; in 2009 China's clothing online shopping market size of 30.52 billion yuan, the total size of China's netizens in 2009 for 384 million people, in June 2009, the number of people in China to buy clothes online for 87.88 million people; is expected that the scale of clothing online shopping users in 2011 will reach 178 million people, the scale of the 2011 clothing online shopping transactions will be Reached 70.3 billion yuan, in 2012 China's clothing online shopping market will reach 713 billion, with Baidu and other new entrants to the market development of the pull, in the next few years the network clothing market will continue to grow, which is a once-in-a-lifetime opportunity for the network clothing market.

4. Threats to the online apparel market

(1) fierce price competition

Due to the establishment of the Internet, the network apparel stores want to maintain a competitive advantage is more difficult, although the network of direct sales channels have to reduce costs, the flow of information accurately and smoothly, as well as the control of the cash flow of the absolute advantage, but the consumer can be the least amount of time and energy to fully compare the products and services of competing merchants, the consumer can use the minimum time and energy to fully compare the products and services of competing merchants. But consumers can use the least amount of time and effort to fully compare the products and services of competing merchants, so as to choose a low price and good service sellers, resulting in the network clothing market price competition is extremely fierce.

(2) Difficulty in maintaining customer loyalty

In the Internet virtual channel, consumers lack the kind of real physical contact as in the traditional environment, consumers will feel that there is a higher risk of this kind of consumption, which makes them more and more cautious in the establishment of the relationship with the operator. If online merchants do not make consumers feel satisfied and trust in the shopping process, they will not be able to generate the intention to place orders, let alone gain their loyalty.

(3) The Impact of the Global Economic Crisis

Although the economic crisis has brought some opportunities to the online market, it has also brought challenges. The economic crisis has caused a significant decline in the global economy, a significant reduction in market demand, resulting in overcapacity, under-utilization, increased trade risks, etc., which seriously threaten the apparel market, especially the network apparel market.

Second, the network clothing marketing strategy recommendations

1. Strengthen the function of government departments to manage

Government departments should strengthen the development of e-money payment system, application, so that it improves the safety and reliability, and gradually make it mature, standardization, improve supervision, improve the relevant laws and relevant policies to promote the development of the bank's network, the establishment of a sound electronic payment system, in order to promote the development of the network, the establishment of a sound electronic payment system, and the development of a sound electronic payment system. The electronic payment system, in the electronic transaction payment and settlement means, the government is necessary to formulate appropriate policies, regulations, so that online shopping has a legal basis, so that online customers and consumers have legal protection.

2. According to the characteristics of the online buyers to determine the marketing program

Most of the online consumers to buy clothing is younger, higher education of female consumers, occupation to students and business employees, and there is no significant difference in the income level. Online retailers should segment the online consumer market according to these characteristics, determine the target market, and carry out targeted marketing activities. For female consumers, merchants should firstly seize the psychology that women like to look ahead, inquire around and consider comprehensively, and provide the most suitable and practical information in the design of product categories and the content setting of information on the webpage, which also includes the setting of clear credit commitment in the FAQ section, so that they can be more sure of this; and secondly, utilizing the enthusiasm of women for the online community, merchants should change the network promotion methods and actively promote the online retailing business. Promote? ***Ming? effect, the use of online communities? Opinion Leaders To promote its more attention and more excited; Finally, businesses can start from the emotional psychology of women, in the production of network advertising, pay more attention to the details and mood, to be based on its emotional appeal to the site design, so that it is more touched.

3. Enhance the advantages of the online apparel market, so that customers feel practical

Feeling that online shopping apparel economic and practical on the purchase of attitudes and intentions have a direct impact on the impact of consumers to accept the key factors of online shopping. If you want consumers to shift their shopping channels, only shopping sites that offer more advantages than traditional shopping channels will make consumers feel useful. Online stores should make full use of the advantages of the network, to provide network consumers with timely, accurate, personalized, valuable, interested in clothing product information and services. Online stores can also be unique promotional price, clothing with promotional combinations and gifts and other ways, as well as to provide online and offline prices of similar clothing, product attributes comparison, so that consumers get cost-effective products, so that consumers to buy clothes online, enjoy a different treatment from other channels, and have the feeling of value for money, the only way to attract customers to buy clothes online. In addition, in the early stage of online business, you can target the publicity and promotion in some online communities. For the less innovative consumers, they should be introduced to the network of this virtual world, can be used such as? Go online and join the membership to get good gifts? And so the promotional activities, so that consumers do not use online shopping to try, in order to enhance their intentions.

4. Improve the integrity of the merchants, reduce the customer's perceived risk

Clothing as a strong sensory commodities, online channels can not be tried on and touch, which will also increase the consumer's perceived risk of the goods, the merchants can only through the enhancement of their own integrity to reduce the perceived risk of consumers on the online shopping. On the one hand, in order to minimize financial risks, merchants are advised to establish good and reliable payment and transaction mechanisms, enhance their encoding and decoding technologies, pay attention to the protection of consumer information, and clarify relevant policies to alleviate consumers' privacy concerns. By setting up an impartial and reputable intermediary certification organization, the unpredictable risks of online transactions between buyers and sellers can be effectively reduced. On the other hand, in order to reduce the functional risk, apparel sellers should provide detailed information on the characteristics of clothing products, can have purchased a piece of clothing through the feedback of consumers on the quality of certain explanations; in addition to the construction of virtual communities, providing consumers with a platform for mutual exchanges, the use of word-of-mouth marketing to establish the trust of consumers on the website of the sale of clothing, so that consumers can rest assured that shopping, the two sides! Honest transactions, mutual benefit.

5. Try to provide convenience for online consumption

The convenience of buying clothes online is also an important factor affecting consumer attitudes and behavioral intentions. Businesses should be everywhere for consumers to consider, simplify the shopping process, including easy access to the site, easy to search for product information, convenient ordering procedures, convenient real-time order status query, convenient payment, convenient cancellation procedures, etc., to reduce the time and effort spent on shopping consumers to enhance the convenience of shopping. Clothing sales website should provide customers with a guide to help online consumers conveniently browse the entire site. At the same time to set up a FAQ section, consumers in the online purchase of clothing, especially for the first time to buy, often encounter some problems, need to communicate with the seller consulting, the best online customer service personnel through instant messaging tools, timely response to consumer issues, but also consumers may encounter the problem of the special category, and give the appropriate answer, can facilitate consumers to find the answer as soon as possible.

6. Try to meet the consumer's shopping habits

Sellers of online business, should try to meet the consumer's shopping habits. Because in the network environment, consumers can not try on, not to mention the test, consumers on the color of the clothing, size, and detailed characteristics of the greater uncertainty. Clothing vendors should provide as many images as possible to show the size, details, color information, in order to make up for the lack of information because consumers can not try on the clothes as much as possible. For size information, not only to provide shoulder width, chest, length and other basic sizes, for some of the size requirements of slightly higher clothing, such as jeans, shirts, to provide more detailed dimensions, such as pants, you can provide straight length, thigh circumference, foot circumference and other dimensions. In addition, for different sizes of clothing, to provide the appropriate size comparison table, to avoid only using? Average size? The size of the garment should not be the same as the size of the other sizes. Large? Such language to describe the size of the goods. And the size of the provided to explain how to measure, is the clothing in the state of laying, or wearing the state of measurement, or with the human body illustrated method of measurement, or open the online fitting room function, the customer as long as they enter their height, weight, three-dimensional dimensions, the site will be virtualized out of a three-dimensional human body model, click on the selected clothing styles, you can simulate the effect of the clothing to try on.

7. Try to make the network clothing more in line with market demand

The market economy is about speed, efficiency, who is closer to the consumer, flexible and responsive to the market, who will not be eliminated. Clothing is a very strong popularity of goods, with a short cycle of popularity, rapid change and other characteristics. Consumer demand for personalized clothing is increasingly obvious, clothing network marketing consumer-oriented, emphasizing personalized management, and has a strong interactive. Enterprises can set up a message board on the website, e-mail and other ways to understand the consumer's evaluation of its products and reflect, and then these data are statistically organized for the enterprise to develop marketing strategies, change the marketing policy are of great help. Enterprises can also be released through the website of the latest product information, enterprise dynamics, so that consumers are closer to the enterprise.

Clothing network market as a new sales model, although it has been accepted by some people, but now the network penetration and Internet user growth, as well as online user spending power, clothing network market is still a huge market space to be developed and expanded. Network clothing market is fast, convenient and all-weather service is not comparable to other traditional markets. It breaks through the barriers of the traditional sales model, whether it is for consumers, enterprises or the market has a huge attraction and influence, is the ideal model of the new economic period.

References:

[1]2009-2012 China's apparel e-commerce industry market research and investment strategy research report 2009.4

[2]Zhang Ting: apparel network marketing pros and cons of the relationship between the study [J]. President , 2009(3):43-44

[3]Dai Wei:Market Survey and Analysis of Clothing Network Consumption Behavior[J]. Trade Economy,2007,29(3):69-71

[4]Sun Hai Chang:Research on Enterprise Network Marketing Strategy[J]. Modernization of Shopping Malls,2006(19):203-204

[5]Kong Xiangmei,Xu Xiangge:Current Situation and Development Prospect of Clothing Network Marketing Market[J]. Business Times,2008(27):35-36

[6]Sun Xiao-Jing,Xu Jing-Xing:Using E-Commerce to Promote the Development of China's Garment Enterprises[J]. Value Engineering,2004,(9): 119-121

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[8]Lu Jing:Network Market and its Characteristics and Functions[J]. Shandong Economic Strategy Research,2005(1):101-102

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