Evaluation System Of Middle-high Level Chinese Business And Casual Men's Suit Brand

With the rising emergence of clothing brand OEM production and outsourcing, the product homogeneity of Chinese business and casual men's suit becomes increasingly serious than ever. It is difficult for the consumer to decide which brand to buy, if only by evaluating the brand from the single product or store image. It is shown at present that the consumer makes decision which kind of Chinese business and casual men's suit brand to buy ordinarily according to the comprehensive evaluation of brand image, product, service and marketing network. Therefore, when the consumer purchases the business and casual men's suit, it mainly relies on subjective experience instead of scientific evaluation system of evaluating Chinese business and casual men's suit brand, which this paper pays attention to.The current situation of high-end Chinese business and casual men's suit brands is researched in this paper. Those brands are evaluated by use of the scientific evaluating method-AHP, combining with the consumer's characteristic based on marketing research of Chinese business and casual men's suit brands. From brand logo, style, price, pattern, place and production factory and so on, hierarchical structure of Chinese business and casual men's suit brands are set up based on market survey from 9 large cities in China. Based on analyzing the Chinese business and casual men's suit market situation and characteristics, this paper mainly researches the index system and evaluation method of Chinese business and casual men's suit brand. Firstly, the paper builds a comprehensive evaluation index system of Chinese business and casual men's suit brand from brand image, brand product, brand service and marketing network, then uses Analytic Hierarchy Process (AHP), makes certain the weight of each index according to constructing judgment matrix by expert evaluation, and sets up hierarchy structure to evaluate index system by fuzzy comprehensive evaluation. Finally, compare BOSSsunwen with VICUTU which are typical brands of Chinese business and casual men's suit. The paper discusses the index system of Chinese business and casual men's suit brand from the view of consumer. The researching results have guiding significance for garment enterprises how to operate the brand in China. Compared with traditional judgment by subjective experience, the results show that the weight is more objective and accurate, and also ensures the scientificity of the evaluation.