Wenzhou: Marketing Management Strategy For Garment Enterprises To Live In Nine Ways

Recruitment is difficult and competition is fierce; turnover rate of sales backbone is high and staff enthusiasm is not high; logistics cost control Poor management often results in loss of goods, damage and inefficiency. Channels are outdated and poorly developed, which has become a bottleneck in the management of shoes and clothing products and how to break through. Shoes and clothing What is the bottleneck of marketing management? Some shoe and clothing enterprises in Wenzhou have implemented the new leap by applying the strategy of "Nine" in marketing management.

One Marketing strategy 。 Under the command of the general manager, a feasible and scientific marketing strategy is established. Scientifically formulate annual, quarterly and monthly market development goals, sales volume plan, customer management service plan, brand promotion plan. Monthly verification analysis, timely adjustment of marketing strategies and plans, formulate preventive and corrective measures.

2. brand concept. The brand concept of sales is given. Build unique brand characteristics. When people talk about fashion, people will think of their brand.

3. job responsibilities. Determine the responsibilities of all personnel, and end the year.

4. systematization. The system of marketing management and matching marketing management policies should be clearly defined, and the reward and punishment system of departmental personnel should be reformulated and strictly handled according to the system.

5. thematic work. Every month, a marketing plan with thematic concepts is formulated, so that strategies, plans and measures are matched, the budget is determined, personnel are put into practice, and the whole process of monitoring and effect checking is carried out during the planning and implementation process.

6. salary assessment. It is necessary to recruit talents with lofty ideals, to set up assessment criteria and carry out performance appraisal.

7. market informatization. Create a special "market information center" and a set of systematic business reporting and information analysis system, so as to timely and effectively carry out market information collection and analysis. According to the market information analysis, adjust the brand promotion strategy.

8. motivate workers. Establish communication mechanism among employees, find out three advantages of each employee, make full use of them, enhance staff's enthusiasm for work, and tap the potential of their employees.

9. networking. We should establish a contact network with the government and other relevant departments, and weave the media service network, achieve communication barrier free, enhance crisis management skills, and set up a crisis management plan.

The implementation of marketing management "Nine" has formed a shoe and clothing marketing management system, established a scientific employment mechanism, activated the entrepreneurial enthusiasm of employees, and built the cohesion of all staff, thus greatly improving the efficiency of marketing.