An Introduction to Clothing Marketing Thesis Sample

Abstract: In the 21st century, with the rapid development and popularization of information and communication technology, human society has entered the era of the network economy, network marketing as a marketing model for the new era, is based on its low cost, large amount of information, Dissemination of a wide range of speed, no time and geographical restrictions, vivid image, two-way communication, rapid feedback and other characteristics show the superiority of traditional marketing can not be compared. This paper analyzes the current situation of marketing in China's apparel industry, argues that the apparel industry needs to change the traditional marketing methods, in the environment of e-commerce to examine the network market, to adjust the business strategy of the enterprise thinking, change the enterprise's marketing strategy, so as to adapt to the network market of the new marketing theory, and to promote the prosperous development of the apparel industry. Therefore, clothing network marketing is filling the development of the clothing industry with its powerful impact.

Keywords: network marketing, apparel industry, e-commerce

Classification number: F713.36 Literature identification code: A Article number: 1003-9082 (2013)11-0044-01

First, China's apparel enterprises, network marketing development background analysis

"Clothing, food, housing, transportation" is the four major elements of human life. The four elements of human life, people put "clothes" in the first place, visible "clothes" for our importance. Giving people the never-ending pursuit of beautiful clothes, clothing industry is bound to become a sunrise industry. China is a populous country, more than a billion population base has created a huge potential for China's clothing consumer market, becoming the world's largest consumer of clothing. With the reform and opening up, China's per capita income level continues to increase, people's demand for clothing has undergone a fundamental shift from the traditional "warmth", "cover up" into a more reflective of their own strength and taste. Clothing network marketing in this opportunity, more able to get prosperous development.

On the other hand, with the pace of globalization of the world economy continues to deepen, some of the more well-known foreign clothing companies in China's apparel enterprises have a certain impact. Under the role of this impact, the growing competition in the garment business, which is both a challenge and an opportunity for us. The development of apparel network marketing is the best way for China's apparel industry to follow the development of the world trend and promote the optimal allocation of resources.

And as people's living standards continue to improve, people's personalized demand for the apparel industry is also increasing. As a consumer-oriented, personalized marketing approach, apparel network marketing can achieve the whole marketing. It meets the needs of consumers for the convenience and efficiency of purchasing clothing.

Second, the apparel industry network marketing feasibility analysis

1. Advantages of apparel network marketing

Network apparel marketing as a use of Internet communication technology to provide consumers online apparel information and sales services of the new marketing activities, relative to traditional apparel entity marketing, has some incomparable superiority.

First of all, clothing network marketing can save the cost of consumer spending. In the traditional clothing entity sales environment, to buy a piece of clothing, we often need to shop a lot of stores, one by one to try on the clothes, and then a number of comparisons between. While in the network sales, we only need to enter their own needs on the search bar style, category and other information, and then selection, you can find their own satisfactory clothing. This is to a large extent, saving consumers time and physical costs.

Secondly, clothing network marketing can meet the personalized needs of consumers. This is an era of the pursuit of personalized life, clothing as a highly popular commodities, with a short life cycle, rapid changes and interactive features. In the traditional brick-and-mortar store sales of clothing, in terms of style, style, material and other aspects have certain limitations, and to a certain extent restricts the consumer's personalized development needs. Clothing network marketing through the Internet will be able to focus on clothing suppliers and consumers to focus on the pursuit of fashion personality of the people to provide more space.

Finally, the importance of network marketing for apparel enterprises has been widely recognized by enterprises. The cost of network clothing sales is not high, and can be more comprehensive and limited to explore and maintain customer resources, increase market share of sales. In order to pursue long-term development prospects, network marketing has become an indispensable marketing model.

2. Reason analysis

The fashion cycle of apparel products is relatively short, through the network marketing to a faster speed, in a wide range of dissemination, prompting the exchange, in order to realize the value of the enterprise and meet the needs of consumers. From this point of view, compared with traditional marketing has a unique advantage. For clothing enterprises, especially fashion enterprises, out-of-season clothing, backlog of clothing through discount sales or other ways to deal with the obvious is a helpless move, not only for the loss of brand effect but also related to the current profit. In the effective practice of the greater completion of the clothing commodity exchange is different clothing enterprises **** the same goal.

3. Clothing network marketing on the impact of brick-and-mortar stores

Clothing network marketing and the rapid development of clothing has become an indisputable fact, its existence on the traditional clothing marketing of brick-and-mortar stores has had a significant impact.

On the one hand, the network apparel marketing channel is with lower operating costs, faster response time and broader sales area coverage impact on the traditional corpse sales model. On the other hand, the development of network apparel marketing is also changing the traditional clothing brand business model, many traditional clothing brand enterprises have joined the network marketing to adapt to market changes and development, will be limited to the body of clothing marketing and infinite network clothing marketing, the formation of technological, networked, information technology, digital and three-dimensional marketing platform, breaking the traditional clothing network marketing development of the bottleneck. Bottleneck, creating a new era of clothing network marketing.

4. Prospects for the development of apparel network marketing

As a late start of the country, China only began to try network marketing in 1996, compared with the developed countries have an obvious gap. At present, China's network marketing has been the rapid development of the implementation of network marketing for clothing companies have brought many benefits. In order to give full play to the function of network marketing, China's apparel enterprises also need to pay attention to many issues.

The first thing to pay attention to is the lag in the update of clothing product information, the problem of inauthenticity. This requires the enterprise in the online sales to improve the credibility of the enterprise, strengthen the network brand building. The brand is like the soul of an enterprise, in the network consumer market, network products and services of the virtual characteristics of the brand becomes more important, so that it becomes the first element to attract users and make the user to produce a sense of trust, and the consumer through the practice of summarizing the evaluation of the brand credibility and branding the key to increase. Finally, it is worth mentioning the final part of online sales in online marketing - payment and delivery. When customers select their favorite goods according to their own preferences and provide payment, as a business should be based on the needs of consumers to complete the delivery problem. Safe and reliable online payment means and rapid and perfect, low-cost logistics and distribution system is the key to the success of the clothing enterprise network marketing, in its rapid development and expansion also plays an indispensable role. Of course, the development and growth of apparel network marketing, the need to pay attention to the problem is still more, we have to change according to the development of the market, in the profitability of the enterprise at the same time to bring more benefits to the customer, to improve their satisfaction, will create a broader outlook for China's apparel enterprise network marketing. In the future, network marketing will promote the clothing industry to a new direction of development.

References

[1] Jiang Xuping. E-commerce and network marketing [M]. Beijing: Tsinghua University Press, 1998

[2] Chen Zhihao, Mao Zhishan. Internet Marketing [M] Wuhan: Hubei People's Publishing House, 2000

[3] Xue Xinguang. Network Marketing [M] Beijing: Electronic Industry Publishing House, 2003

Analysis of China's apparel brand network marketing

Abstract With the development of China's economy as well as the application of computer technology and the Internet, network marketing has become the inevitable choice of marketing channels for many apparel companies, network marketing also has its unparalleled advantages in terms of the quality of its products and services. Network marketing is also its incomparable advantages in the rapid development of enterprises, this paper analyzes and researches the status quo of the development of China's apparel network marketing, its advantages and problems, and puts forward some of its own views on its development strategy.

Keywords clothing; network marketing; mode

At present, China has rapidly entered the digital era, the network provides convenience for people's lives, online purchase of clothing has become one of the main channels for people's daily consumption. Clothing companies will also be network marketing as a new marketing method and business philosophy applied to the practice of clothing marketing, but in the face of the intricate network environment, clothing marketing there are still many deficiencies, how to enhance the ability of clothing network marketing, more effective use of network marketing tools to improve the profitability of the clothing business to improve the profitability of the clothing business, clothing industry insiders are worth studying the issue.

First, the current situation of apparel network marketing analysis

Apparel network marketing refers to the apparel business or apparel marketers with the help of modern communication technology means to the Internet as a media, through the network will be potentially exchanged for the reality of the exchange of apparel marketing activities.

In China's economic growth at the same time, people's demand for clothing is growing, the scale of clothing enterprises to increase but competition is also increasing, sales channels is a topic of great concern to enterprises. Clothing network marketing due to the rapid development of modern communication technology, the network has become a new period of work, study, life, an important medium. In recent years, online clothing sales have grown rapidly. Online clothing sales in the overall proportion of clothing sales will account for a higher and higher proportion. Network marketing in a broad sense has been the network environment of clothing enterprises in the sustainable development of indispensable marketing model.

Second, the advantages of apparel network marketing market

Different from traditional marketing, apparel network marketing has its own advantages:

1, low operating costs. In our country, due to the release of information on clothing, transmission, product display and advertising placement, and communication with the target consumers are carried out through the network, the relative cost is low. According to the survey, the investment of enterprises on the network marketing tools is 1/10 of the investment of traditional marketing tools, while the enterprise network marketing information to reach the speed of the traditional marketing tools is 5 times to 8 times. Clothing network market can not only convey the latest popular messages in a timely manner, to better adapt to market changes, but also can reduce the management of transportation, communications, labor, finance, office rent and cost costs and other management costs and sales staff costs, transportation costs, sales management costs, advertising costs and other costs of sales, maximize the effectiveness of business management. At the same time, the cost of saving prompted the clothing sold online prices are lower than the physical store, and this has become an important factor in attracting consumers.

2, to meet the differentiated needs of consumers. Clothing network marketing is the most important feature of consumer-driven, consumers have greater freedom than in the past, using text, audio, video display clothing style, color, fabric, structure, silhouette, decorative details, craftsmanship level and collocation; to provide online query; timely and active communication with the customer; to carry out post-purchase satisfaction evaluations and surveys. Customers can even choose to design their own clothing styles, styles, materials, sizes, accessories, etc., so that shopping becomes rationalized. At the same time, businesses are also able to provide personalized and more comprehensive services according to the individual needs of consumers.

3, the convenience of shopping. At present, the Internet has been connected to the vast majority of countries in the world, 24 hours a day, breaking through the limitations of time and space, consumers through Baidu, Google, E-maul, Web2.0 and other tools to find the clothing to buy relevant information, comparison information, and ultimately determine the purchase, payment, completion of the exchange. No need to go to the mall to shop, saving transportation costs, and shopping using the online payment method, a variety of payment methods, Alipay, online banking, cash on delivery and so on for many domestic apparel companies to provide a payment channel. At the same time, advanced logistics and distribution to save the trouble of queuing up to pay. The network market can also extend the business of merchants to all corners of the world, so that merchants get rid of the limitations of the operating space, the transaction can be no boundaries. In the current fast-paced life and work under the melody, the network shopping is not lost as a convenient way of shopping.

Third, shortcomings

1, clothing companies do not know enough. First of all, many apparel companies, in the network apparel sales tide, there is an extremely strong sense of urgency, so too blindly find a website maker and rush online, but do not know that the network sales need to make a survey of clothing characteristics, according to the enterprise's clothing features to implement network sales, too blind online marketing will lead to poor marketing results, but also caused a serious harm to the decline in corporate reputation. Secondly, the depth of knowledge of clothing enterprises on the network marketing is not enough. In the network of clothing enterprises will only be the name of the enterprise, product name, address, telephone display in the network, the lack of corporate image, product introduction. The lack of awareness of the concept of network management of clothing enterprises has led to the turnover of the clothing network for the public and profits are far lower than the computer, software and other products marketing.

2, network security issues need to be improved. Ensure network security, to protect the legitimate rights and interests of customers is the responsibility and obligation of the clothing business network marketing. Network security not only includes the transaction process of consumer account security, but also includes personal login identity, health status information, personal credit and property status, e-mail address, network activity traces, the user's private documents, and more importantly, business secrets and private information is also a network security issues should be concerned about the content. First of all, online payment methods are too complicated for middle-aged and elderly people to adapt to. At present, the payment method and credit system of the transaction process are not perfect enough, and the phenomena of credit card and payment card theft and false orders make consumers somewhat resistant to online shopping. Clothing enterprise marketing network system and the success of the banking system links, is an important process of network security, corporate website form a single.

3, the network marketing channel itself defects. First of all, consumers shopping online mainly due to price factors and personality factors. The price factor accounts for the vast majority, but the virtual market of online marketing channels, so that the consumer's psychological expectations of the price and the actual purchase price of a direct gap, thus affecting the online clothing sales. Secondly, clothing as a traditional retail industry, the traditional way of buying? Buy clothes first try on? Chinese people are subject to traditional thinking. Seeing is believing, hearing is not? The concept of binding to the deep, customers always have to first try on, touch the fabric to determine whether the clothing style, model, style and their temperament, skin color, body type, etc., and this is with the current online can not try on the clothing purchase mode back, so on the online clothing sales, the most prominent problem is that consumers are unable to try on the Internet. If customers can not have full confidence in the clothing purchased from the Internet, it will make them buy clothing online in a way to produce a kind of resistance to psychology, which increases the difficulty of selling clothing online, seriously affecting and restricting the development of online clothing sales.

Fourth, the development of clothing network marketing strategy

1, strengthen the personalized customization services. In the information age, the interaction between people more favored with the help of information technology tools, pay more attention to the independence of personal space, network marketing development of a new vision must be based on the requirements of consumers for online shopping, to strengthen on-demand customized services. According to the needs of each individual to meet the actual needs of customers. Customized marketing that is ? According to the user's needs to produce tailor-made program ? , to set production by sales, the implementation of zero inventory model, to reduce business risks to the lowest level. Such as the Hong Kong leader of the Latland (Latland) senior men's custom brand, the use of network marketing to carry out customized clothing services, customized services, including door-to-door tailoring, personalized embroidery, try on experience, etc., at any time according to the fashion trend and the user's practical needs for product design updates to meet the user's comfort needs and fashion needs. Through personalized on-demand customization, the brand has won a good reputation while holding a stable market share in the industry.

2, the establishment of fast and accurate information feedback system. Online sales of the company must make their own information feedback system fast and accurate, only in this way, to ensure the smooth flow of channels, improve consumer satisfaction. Enhance the site's search function, enhance the site's browsing, in the design of the online ordering system, should improve the ease of operation of the order and the accuracy of information transmission. Web site visits, site ranking, the user's return rate, the user's source analysis, keyword analysis, these more in-depth analysis of the effect of network marketing should be emphasized.

In short, network marketing is changing the traditional marketing model, with the development of national network-related laws and regulations and continue to improve, technically progressive, online apparel sales model will become increasingly mature, apparel network marketing will inevitably become an important mode of sales of the information society, and to promote the further development of the apparel industry! In order to further develop the advantages of network marketing, in the fierce market competition in the invincible trend.

Analysis of network marketing channels for clothing