Abstract: With the development of modern information technology, conventional marketing methods cannot meet the needs of large-scale apparel customization enterprises. This paper introduces the current situation of large-scale apparel customization enterprises, and puts forward the service marketing strategic framework and service marketing strategy for the 8P theory based on the research of service marketing theory as well as the existing problems in the marketing management of apparel customization enterprises.

Key words: large-scale apparel customization; service marketing; 8P theory