On the marketing mode of garment enterprises.docVIP

 PAGE \* MERGEFORMAT 6 On the marketing mode of garment enterprises Chinese clothing enterprises are mostly a family-based enterprise management mode to survive in the market, mainly concentrated in the Pearl River Delta, Yangtze River Delta and the southern Fujian coast, although the geographic advantage to highlight, complete and perfect, but there is a talent crisis. For the apparel businesses, the vast majority are still at a selling labor (OEM) and selling products, the initial stage of this model, the companies have not yet learned the systematic introduction of talent, let alone to the professional managers and practitioners of training and assessment, can not form a set of common values, business philosophy and corporate culture. Although there are individual house Gejia marketing model, and some very glorious, and some very dark yin, The reason, in addition to the ever-changing market itself outside the more of a marketing model of the continuously developing new, formed a kind of survival of the fittest the competitive situation. Clothing as a cross-regional business-oriented products, so clothing enterprises effective management of marketing channels has become a garment enterprise’s core competitive edge. Apparel marketing channels are divided into major components: 1, branch, or distributor; 2, store or franchise; 3, shopping malls counter space. Three channels have their own role and carry out their functions focus on: Branches or agent has played a regional logistics center, promotion of the role of the center and management center; Store or franchise as a way of franchising has played a face to consumers, maintain the brand image, to facilitate the role of consumers; More specifically the Office of shopping malls counter is reflected in increasing brand awareness, expand the brand influence and customer generated when the second consumer psychology suggests role. Branch, the branch office as a marketing agency had long been the main ma