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Abstract With the grim situation of the current garments facing, FD Brothers, a company set up 5 years ago, set another example for us. Not one of the traditional clothing industry, it specializes in custom service and rentals to establish a brand for students in the colleges in Xuzhou. 42984
At present, the garments market is trapped in the problem of high inventories and serious homogeneity. At the same time, the strong invasion of foreign brands into the domestic market takes a hit in the garment industry. As a rising clothing customization enterprise, FD Brothers can avoid the risk of high inventory faced by most of the garment enterprises. How do it succeed and what may be its potential threat. In order to offer other similar companies, especially small and medium-sized enterprises an example for reference. The study focus on the marketing strategy and the current situation of the company, based on theories of marketing and the feedback of the public. The key elements, such as product, price, promotion, place are discussed in an academic and pragmatic way. Meanwhile, details like the strength, weakness, opportunities and risks are also analyzed. At last, some ideas or suggestions will be given. The study is different from the former essays because the comparison between the realistic data and the expectation or goals of the company is listed to show the results and effects directly.
Key words: custom service marketing strategy feedback
摘要在形势日益严峻的服装市场，成立5年的兄弟西服为广大群众提供了一个新选择。不同于传统服装业，专注于定制与租赁，兄弟西服力求打造徐州高校的专属品牌。
当今的服装行业面临着高库存，同质化严重的特点，同时国外品牌的强势入侵也让国内市场的服装业遭受打击。作为一个处于上升期的服装定制企业，兄弟西服可以避免大多服装业所面临的高库存等风险，那么他是如何成功运作的，又存在哪些潜在威胁呢+优尔"文'论[文]网:www.youerw.com。本论文旨在给类似企业提供一个参考，尤其是服装定制类中小型企业。本文运用了理论与实践相结合的方法，以市场营销学相关理论为支撑，以顾客反馈结果为基础，针对现了解的营销策略内容和销售现状，分析其优势、劣势、竞争者、机会及潜在的风险，最后在产品、价格、渠道、促销等方面给出相应的对策和建议。区别于已成体系的营销策略分析案例，此次研究着重于顾客反馈、营销现状与原有期望的对比，借此更直观的体现其营销策略的影响。
毕业论文关键词： 服装定制 营销策略 顾客反馈
Contents
Abstract.i
摘要ii
Contents..iii
Chapter One Introduction1
1.1 Research Questions..1
1.2 Thesis Structure..2
1.3 Literature Review..3
1.4 Methodology ..4
Chapter Two Marketing Environment..5
2.1 Microenvironment 6
2.1.1 The Company.6
2.1.2 Competitors.6
2.1.3 Customers.6
2.2 Macroenvironent.7
Chapter Three Analysis on the Strategy8
3.1 On the 4Ps .8
3.2 SWOT Analysis 10
Chapter Four Conclusion..13
4.1 Results and Suggestions13
4.2 Limitations and Further Study15
References.17
Analysis on the Marketing Strategy of FD Brothers in Xuzhou’s Colleges
Chapter One Introduction
The garments market is faced with the problem of high inventories and homogeneity. The strong invasion of foreign brands also puts great pressure on the domestic garment industry. As a rising clothing customization enterprise, FD Brothers can avoid the risk of high inventory faced by most of the garment enterprises. Why it can succeed and what may be its potential threat. FD Brother had some effective trials and also made some mistakes, which is worth discussing to offer a reference for other similar companies. In order to make FD Brother stronger to make a way and meet the needs of the customers and market better, this thesis will research on the marketing strategy of FD Brother, a company offer customer service.