Research on Identity Communication and Experience of China Clothing Brand
Clothing brand; Strategy; Identify communication; Experience; Brand structure
Clothing brand, strategy, identity communication, experience, brand framework
With the rapid development of China's economy in recent ten years, domestic clothing enterprises have shifted from single product processing and production to brand building. Any clothing brand is operating in a constantly changing market economy environment, and marketing communication is carried out in contact with other brands in the same industry, target consumer groups and the public.
In recent ten years, with the rapid development of China's economy, clothing enterprises have shifted from single product manufacturing to brand building. Any clothing brand operates in a constantly changing market economy environment, and develops marketing communication in the relationship between other clothing brands in the same industry, target consumers and the public.
Consumers' spending power has been greatly improved, and their consumption concepts have become more and more mature. It is predicted that China will become the largest clothing producer and consumer in the world in 2020. In view of this huge potential market, this paper makes a comparative analysis and research on the present situation of domestic and foreign clothing brands and marketing communication methods, trying to explore the strategic communication methods of domestic clothing brands from the theoretical perspective of brand identification communication and experiential marketing. By absorbing the advanced management concepts and problem-solving methods of well-known brands, we can improve a set of strategic methods for domestic clothing brand operators in line with China's national conditions and enterprise status quo, and provide scientific basis for China clothing enterprises.
With the great improvement of consumers' spending power, the concept of consumption has matured. It is predicted that in 2020, China will become the largest clothing producer and consumer in the world. In view of this huge potential market, this paper makes a comparative analysis of the operation status and marketing communication methods of domestic and foreign clothing brands, and tries to explore the communication methods of domestic clothing brand strategy from two aspects: brand image communication and experiential marketing. By refining the advanced management concepts and problem-solving methods of well-known brands, we can improve the strategies that are in line with China's national conditions and enterprises' reality for domestic clothing brand operators, and provide scientific theoretical basis for China clothing enterprises.
This paper adopts the systematic research method of brand management master David Aaker: "brand-driven" business model, and analyzes the brand operation process of China garment enterprises from three stages: market analysis and understanding, brand strategy and planning, and actual operation of brand strategy. At the same time, with Bird? Schmidt's implementation tool of experiential marketing (experiential media) expounds the strategy and management of clothing brand design from the aspects of visual identification, product presentation, communication, space environment and store personnel. Finally, combined with the current situation of domestic clothing development, the strategy and structural optimization of domestic clothing brands are carefully analyzed.
In this paper, the brand-driven business model, a systematic research method with strong practicality and operability put forward by David Aaker, a master of brand management, is used to analyze the brand operation process of China garment enterprises from several stages, such as market analysis and understanding, brand strategy and projects, and actual operation of brand strategy. At the same time, with the help of Bernd Schmitt's experience marketing executive tool (experience provider), this paper expounds the design strategy and management of clothing brands from the aspects of visual identification, product display, communication, space environment and promoters. Finally, combined with the current situation of domestic clothing development, this paper analyzes the clothing brand strategy and structure optimization.
The future development of domestic garment enterprises should first be positioned close to the actual market in China, and then strengthen enough research and investment to establish it.
It conforms to the reasonable sustainable development strategy of domestic garment enterprises. This paper holds that the future clothing market in China is full of opportunities and challenges. How to explore local production and cultural resources and use systematic modern design and brand management tools is of great strategic significance for the structural adjustment and international breakthrough of the clothing market in the future.
In the future development, China garment enterprises should first have a position close to the actual market, and then strengthen enough research and investment to establish a healthy and sustainable development strategy in line with China garment enterprises. This paper holds that the clothing market in China will be full of opportunities and challenges in the future. How to tap the local production and cultural resources and use the systematic tools of modern design and brand management is of great strategic significance to the structural adjustment and international breakthrough of the clothing market in the future.
According to your typesetting and translation, you need to make some adjustments with reference to the formal paper format.
For the translation of store employees, please refer to Joan Hui Wang's The Relationship between Organization and Brand Recognition, Identity and Employee Effectiveness —— Taking Store Employees in Domestic Leisure Clothing Retail Industry as an Example.
Birds? Schmidt, product display, visual recognition, spatial environment and experiential media are translated from focusing on experiential marketing.
Brand-driven translation refers to chapter 12 of Kellogg's Strategy for Building Brand-driven Organizations.