Marketing Strategy Analysis of B Clothing Enterprise Based on SWOT-QSPM Model

Abstract

As an essential advantage and livelihood industry in China, the textile and garment industry has made outstanding contributions to China's social and economic development.However, due to the unstable international trade environment, slowing down market demand, increasing production costs, and other adverse factors, China's textile and garment enterprises' economic operation speed has slowed. This paper selects B garment company as the research object, after studying and analyzing the relevant theories of enterprise marketing, uses the SWOT analysis method to get the internal strengths, weaknesses, external opportunities, and threats faced by B company. Based on this, four marketing strategies are put forward for B. According to the company's vision and strategic objectives, this paper uses Quantitative Strategic Planning Matrix (QSPM) to prioritize the four strategies and finally determines the sequence of the implementation strategy of enterprise B as follows: (i) Establish original online brands; (ii) Attract young workers and talents; (iii)Strengthen technological innovation; (iv) Expand foreign markets.