Famous-marketing-master-Philip-Kotler-in-the-marke.doc

Famous marketing master Philip Kotler in the marketing management in his book, note a McCarthy put forward in the 1960 s the 4 Ps theory, which includes products, price, place, promotion(Kotler,2003).Here from the four aspects talk about the sales strategy of fashion industry.The first is clothing product strategy.The center of the business activities of enterprises is to satisfy the needs of the customer, and how to meet the needs of specific.These need to depend on enterprise specific products and services(Ning,Zhao el al,2004)。Neither one enterprise can be in from products, the products have from the demand of customers later also can survive in the market for a long time.Product portfolio is when enterprise provide various products to market , all of its product structure or form. It includes a number of product lines and product project(Wu,2000)。Christian Dior is a French high fashion from the traditional family homework to modern operation of the designer. The product of the CD company is not only related to clothing: high womens dress, womens clothing, childrens clothing, and all kinds of clothing, accessories, more CD cosmetics series, Poison perfume and so on(Shi,2007)。White-collar is advanced female dress do well. It seize demand.It has a third theory to ensure the consistency of the clothing taste in the design.At the same time,it pay attention to the choice of fashion and trend. The first a third is products of a third of White Collar detrusive every year to continue hot sale goods last year; The second a third is take some basic design to fixed improved, maintaining brand style; The last a third is combined with the most fashionable and a popular design.Also provide some fashion try to customers(Shi,2007)。The second is the price strategy.In the marketing mix, the price is an important factor of generating income. The price also is the most flexible marketing combination of factors.It is the change of rapid change. The price is a double-edged sword, use well, can create demand; Use well, it will lose market. Therefore, the price strategy is the enterprise marketing mix one of the important factors. It directly decides the enterprise market share and profitability of the size of the high and low. The location of the price should be and target market expectations consistent and consistent with the brand orientation.So as to obtain the maximum interests as the goal, or to expand market share for the target.As the marketing environment of the increasingly complex,pricing strategies increasingly difficult, clothing prices elements include design production costs, circulation costs and taxes and profits. The enterprise should not only consider the cost compensation,but also think consumers accept ability and competition situation.The third is clothing channel strategy.A positive and reliable sales channel is clothing enterprise marketing very important.An enterprise sales channel whether clear will affect the product can be sold in time.Thus affecting the product sales and the economic efficiency of enterprises. Enterprise can choose to wholesalers, retailers, agent or chain business, sales channels. Now look at China famous brand gifted youth of mens clothing of marketing channel. Since 2006, those men decided to launch a full range of channels break out of encirclement war.It will be the mainstream of those from regular channel mode is the general agent of partial and stage mode to the region agent model.In order to realize the transformation of channel steadily.The gifted youth of mens have made consolidate and keep good general agent, cultivate high-level regional agents.And encourage the benign interaction among the region agent competition out three bad of the region agent new mode. Through this channel to break, talented person successfully slam the door behind the single provincial total agency system.And establish the then has distinguishing feature extremely, extremely adaptability and vitality to the region agent is given priority to, give consideration to the provincial agent, retail, joining, etc DuoZhong channel form of those original channels new mode. With this new channel mode, establish and perfect the wit successful mainland marketing network.It came into the market really talented mens clothing in every corner(Zhang,2008)。The fourth is the sales promotion strategy of clothing,Next talk about the characteristics of the clothing sales promotion and strategy.Firstly, fashion company should establish image and idea fixed position,.It needs to accurately interpretation to establish image, expression of the concept of stylist positioning.And passed it on to targeted customers.Secondly, fashion company should increase brand awareness and customer loyalty is the clothes sales target. The brand is to long time by the good faith sales management, fixed consumers can be formed, and increase sales.Thirdly,promotion planning often in season for cycle to season as the theme. A year of fashion season usually for 2 to 4 season.Costume designer clothing manufacturer and retailer in the sales promotion often before the season.Such as summer fashion release in January or arrange in February, released last spring fashion in October or November.Finally, visual media is the main promotion medium.Use advertisement publicity, the credibility of the media and appeal of positive impression left in the consumers mind. The visual media such as publications, television, billboards, etc is well understood, magazines, TV and the preceding page color printing fashion show convey clothing styles and performance clothing appeal.According to research, consumer attention of a commodity is usually the first seven seconds time. 70% of the people who decide whether to buy the primary factors, is the visual expression goods. Excellent Korean clothing brand in stores, ELAND,Teenie Weenie,PRICH in stores such as design and showcasing has a scientific a unified planning.Moreover store effect can always deeply attracted the eye on you(Mu,2008).In addition, market promotion is the most direct effective the fastest possible way. Like many clothing company use holiday held special events to attract consumers, in bazaar held fashion show, a buy give activities to consumption.According to research, consumer attention of a commodity is usually the first seven seconds time, 70% of the people who decide whether to buy the primary factors, is the visual expression goods. Excellent Korean cloth