The Application Study About Cultural Marketing In Clothing Brand Construction

China is the largest garment manufacturing country and exporter in the world, but the self-innovation power of China’s garment brand is not enough, lack of patience, andthe ability isrelativelybackward. Garment industry is lack of core competitiveness. The personality, appropriate market positioning and market segmentation brands would be recognized by consumers in the fierce market competition. The clothing represents beauty, it is not just for modesty and warm, it carries a lot of cultural connotations, on behalf of the special needs of all kinds of people.Thousands of years of China culture gave birth to the unique garment. Every age has its diffrent fashion garment. Modern garment industry is a hundred flowers blossom and a hundred schools of thought contend. Although the role of the designer is very critical to the garment brand, even the best garment also needs marketing, the brand building and long-term competitiveness can not be separated from marketing.Cultural marketing as an important means to improve brand value and competitiveness, attaches great importance in the oretical circles and the business community in recent years,the concept of brand management is also quietly rising in recent years.Firstly, the dissertation reaserch the general theory of brand-building and cultural marketing, followed to sort out the relationship of brand building, culture marketing and the marketing mix, and then discusses the culture marketing from the three aspects of the product, promotion and corporate culture, and finally carry on a depth research combined Shaoxing "BUSEN " garment brand, to explore the cultural marketing strategy of the "BUSEN " brand building. The method used in this paper is mainly literature analysis, case studies and inductive deductive. The basic conclusion is that brand shaping is the soul of Chinese garment enterprises to build core competitiveness, the garment enterprises with long-term competitiveness can not ignore brand.Through the cultural marketing to built brand from all aspects of the product, promotion, management,can effectively improve brand value.It provides an important reference for China’s garment enterprises enhance their core competitiveness, improve brand value.