A Study On Brand Competitiveness Based On Customer Value Of Clothing Enterprise In China

After China joined the WTO, more and more enterprises are faced with global competition, many new competitive modes have highlighted and the competition among enterprises is not only the competitiveness of their products, but to the competitiveness of their brands. Brand competitiveness has become an important condition for the survival and development of enterprises. Now not only the competition among the enterprises has become brand competition, but competition among nations and regions have largely become brand competition, the strength of brand comes to symbolize the new global economy and politics. However, the brand competitiveness of enterprises is not optimistic in China. In the international market the concept of "Made in China" as a cheap, low-quality is still deeply rooted.Clothing industry as one of pillar industries in China has played a very important role in the development of national economy for many years. After 20 years of development, China has been the world's largest clothing producer and marketing. However, the brand competitiveness of Chinese clothing enterprises is weak, so far China has more than 100,000 clothing brands, but has not a world famous clothing brand. Although there are a number of well-known clothing brands, such as Younger, Shanshan, there is a considerable gap between these brands and the world famous brands. In the international market Chinese garment enterprises can only depend on the quantity and low-cost competition to win because of weak brand competitiveness. Therefore, it is very important and urgent to study how to enhance the brand competitiveness of clothing enterprises in China.At present, Chinese clothing enterprises use the traditional competitive strategy that mainly concern what the competitors are doing and how to defeat them, which often results in neither. Based on previous research, this thesis propose a new viewpoint that customer value is regarded as the source of brand competitiveness and it is more practical significance to study the brand competitiveness of clothing enterprises in China from the perspective of customer value. This thesis is divided into four parts. Firstly, this thesis outlined the aim and significance of the study, reviewed related domestic and overseas documents and proposed the framework and methodology of this study. Secondly, this thesis analyzed the definition about brand competitiveness and customer value and the relationship between them. Thirdly this thesis built an evaluation index system on the brand competitiveness of clothing enterprises based on customer value and calculated the weight of these indexes by AHP model. Lastly this thesis proposed the strategy about how to enhance brand competitiveness of clothing enterprise. These strategies are the fitness of customer needs and the value positioning of brand, the design innovation and the link of brand emotion . Finally, these strategies are verified to be effective by example of seven wolves.