Global Marketing Of Garment Enterprises

　　 Global marketing It refers to the adoption of a unified standardized marketing strategy in the world. The premise of application is the similarity of countries' markets and economies of scale. Localized marketing is a marketing strategy that is suitable for customizing the needs of different local markets. It is used on the premise that there are big differences in different markets. The advantage is that the marketing effect is good, but the cost is high.

Clothing enterprises in the marketing practice found that the combination of the above two global localization marketing mode can combine the advantages of both, it is a "globalization thinking, localization action" strategy.

To achieve the success of global localization marketing, the first and most critical step is to study carefully the various markets and find out the similarities and differences between different markets.

But in different countries, we should make appropriate adjustments to meet the different demands of different markets to occupy more markets.

After careful market research, BMW has divided the customer requirements into three categories: 1, the same importance for all drivers in every country's market segments, that is, the universal demand in Europe; 2, the same standard of importance for all drivers in a country, thus forming a country difference; 3, which is equally important to all drivers in all countries, thus forming different target groups.

Next, BMW aims at the above three categories: three different European styles, one country size cut and one person coloring. marketing strategy It has greatly enhanced the competitiveness of BMW brand in the European market. Later, BMW also applied the global localization marketing mode to the North American market and the Japanese market, and also achieved great success.

The rapid development of information technology has made the world smaller and smaller, and has greatly promoted the process of global integration. Integration and diversification have determined that the global localization marketing strategy will have a good time. Especially in China with vast territory, large population and ethnic groups and uneven economic development, global localization marketing has further evolved into the trend of localization marketing nationwide.

As an enterprise, to meet the needs of customers is the first condition for survival, but enterprises should always pay attention to the changes of their competitors and take the lead in the competition. In competition with competitors, enterprises should consider their own cost and make moderate lead.

As a manager, take time to listen carefully to the real needs of customers. An informal listening culture should be developed among employees, with relevant system guarantee, and a formal customer complaint response system has been established. There are several steps to follow in this regard: first, explain to employees the importance of going out and communicating with customers, listening to the importance of customers. Secondly, let employees see you communicate with customers at least once a day. Third, encourage employees to walk out of the office and visit customers as often as possible. Fourth, do something that changes because of listening, making listening meaningful. All that is done is a cycle of listening: the manager decides to listen to the way of listening, to listen to the action, to change the information based on listening, to the result of examination, and finally to decide to listen. Clothing enterprise In the listening cycle, we constantly understand customers and make progress.