Study On Shishi Clothing Virtual Industry Clusters And Brand Communication

Shishi clothing as a clothing industry base greatly influences on China and theworld, which has many features including obvious advantages of industrial clusters,enterprises quantity, wide industry, small scale. However, due to fierce competition inthe garment industry, Shishi clothing industry encounters some problems: how tochange existing resources advantages into competitive advantages; how to makemany small and medium-sized enterprises to unite together to build area of Shishiclothing brands; and how to be more effective to carry out the clothing e-commerce?Therefore, this paper presents to construct a virtual industry cluster of Shishi clothingindustry in order to produce a wider range of industrial agglomeration effect,promoting the integration of brand communication, building regional brand, furtheradvancing the development of Shishi clothing industry.Firstly, according to the definition of virtual industry cluster and its operationframework, this paper describes the Shishi clothing industry development situationand its insufficiency and points out that shishi clothing virtual industry clusterbenefits for the integrated brand communications, from Shishi clothing industrycluster, the degree of informatization and the policy of government to illustrate thatShishi has the feasibility condition to build clothing virtual industry cluster. Secondly,taking Shishi clothing city by O2O e-commerce platform as an example of shishivirtual industry cluster, basing on the model of Tom Duncan’s integrated brandcommunication, the author analyzes the process and the effect of Shishi clothing cityby integrating brand communication from the perspectives of the sources, messages,channels and the audiences. Finally, basing on the Logistic model and using Matlabsoftware to fit and predict the effect of Shishi clothing industry in integrated brandcommunications. It divides the three stages:"traditional industry cluster of Shishiclothing--industry cluster of Shishi clothing city—virtual industry cluster basing onO2O e-commerce platform" and fits the relationship of integrated brandcommunication and clothing production respectively. It concludes that although integrated brand communication is benefit to increasing of clothing sales value,virtual industry cluster is more effective to the integrated brand communication.Through the above analysis and predictions, the author finds that it is the maintrend that Shishi clothing industry uses the virtual industry cluster integrated brandcommunication; meanwhile, the author puts forward related suggestions from boththe government and enterprises. This paper has theoretical and realistic significancefor Shishi clothing industry development.