Research On Brand Marketing Strategy Of M Clothing Company

In recent years, China’s garment industry has been a rapid development, become the world’s clothing production, consumption, import and export power, clothing brand with development, the development of the clothing brand present a clustering, the category, brand, internationalization, the characteristics of the clothing industry is not only present the scale of development, and formed a number of regional industry cluster, Have sprung up in some domestic apparel industry has high visibility of the typical brand, the brand in the domestic formed a strong market share and competitiveness. Many brand is still in the original single category on the basis of brand extension, to the development of category. Part of the brand in the domestic market development not only consumers, but also into internationalization, such as betiding set up shop in the UK, the European market, landing, lee lang men’s appearance in milan fashion week.However, since the 2008 financial crisis, the appreciation of the money and the influence of foreign trade export market situation, the development of the apparel industry has also suffered from severe tests. Therefore, given the correct brand positioning, development of clothing brand, execute the corresponding brand marketing strategy, shaping national brand of individuation, make the product in a dominant position in the international competition, is the historical stages, clothing enterprise of our country facing the urgent historic mission.Paper reference has in recent years both at home and abroad of for clothing market marketing, and brand construction and channel management aspects of main literature and research results, for currently China clothing industry, using macro environment and industry micro environment analysis model, on whole industry for has detailed analysis and the discusses, currently domestic clothing brand of operations experience insufficient, quality Liang buckwheat not align, exists again plagiarism phenomenon serious thus led brand lack innovation spirit and the concept, and marketing channel management of chaos, caused for Terminal stores of management ineffective, And the lack of accurate terminal information gathering and the correct feedback to client needs, causing the overall competitiveness of the industry as a whole is not high enough figure. Based on the above issues, this paper studied in accordance with the following ideas:The first part, the relevant research of the brand and the brand marketing analyzing. Through the research of fashion brand marketing of carding, arrives at the conclusion that the theory circle of our country research mainly on the brand clothing enterprise brand meaning and value, international trade, technology, brand competitiveness, brand marketing, brand protection, regional industrial cluster competition aspects, ubiquitous problem is put forward the problems and measures of brand the theoretical research, but the general lack of systematic, comprehensive and thorough, especially for the research on creating clothing enterprise brand development strategy is still scarce.The second part, on the M clothing enterprise brand operation mode is introduced. Firstly the paper gives a brief introduction of M garment Enterprise Inc, It is relying on this production process, M clothing enterprise production goods, the eastern and western traditional culture of mutual integration; from planning, manufacturing, sales link link link of M clothing enterprise brand strategy are analyzed.The third part, on the M clothing enterprise brand marketing strategy is studied. First of all, the main influence factors of M garment enterprise brand marketing is the product model, the market competition environment change, technology development and other elements; secondly, the M clothing enterprise brand segmentation, on the basis of the market positioning, target consumer group positioning of M brand in sixteen to twenty-five years old college students as the main body, Finally, through the SWOT analysis of the M based garment enterprise brand marketing strategy is studied, the main M in garment enterprises.The fourth part, on the M clothing enterprise brand marketing strategy for the re design, combined with the current development of M garment enterprise is studied from the environment, the status of marketing network marketing, integrated marketing and other aspects; and on this basis, put forward the implementation of brand strategy "mechanism" and "team" construction.The five part, The last part of the thesis, facing on the current development of M company is proposed to solve the feasible method of brand management and marketing channel management problems encountered.