武汉地区女装服饰营销策略研究——基于4P理论

Research on Marketing Strategies of Women's Clothing in Wuhan——Based on the 4Ps Theory

服装行业竞争激烈,企业需要不断调整营销策略才能立足市场。文章以武汉地区女装服饰为例,结合这些公司发展现状,为了更好地取得市场份额,在确定公司营销目标后,根据4P理论,为本地区女装服饰公司制订了营销策略,如丰富产品样式、从事高端私人定制、合理定价、多元销售渠道、展会促销和体验促销等。

The competition in the clothing industry is fierce,and enterprises need to constantly adjust their marketing strategies to establish a foothold on the market.According to the development status of these companies and the aim to better obtain market shares,this paper takes women's clothing in Wuhan as an example.After determining corporations'marketing objectives,according to the 4Ps theory,the article formulates marketing strategies for women's clothing companies in this region,such as enriching product styles,engaging in high-end private customization,reasonable pricing,multiple sales channels,exhibition promotion and experience promotion.