Research On The Maintenance Of Footwear Brand

Compared with the successful foreign footwear brand, domestic footwearenterprises seems in small scale and weak due to the late start. This paper regardsthe brand maintenance as a clue,describes the problems and shortage of domesticfootwear enterprises in the development process, and the maintenance strategy offoreign successful footwear enterprises,both empirically and academically, inorder to get a long-term development and improve the footwear brand value.This paper is divided into seven part, the main contents are as follows:The first part is Introduction. This chapter introduces the background, theresearch status in domestic and foreignthe research purpose，significance andmethod of the subject.The second part is Definition. This chapter mainly exposits the relevantdefinition regard to this paper. It firstly introduces the meaning and function ofthe brand. The brand has added value that can reduce the purchasing cost andrisk. Then it describes the meaning and function of brand maintenance. Brandmaintenance is not only helpful to improve the product and brand value andother soft power, but also help enterprises to consolidate the market position ofthe original brand and maintain the brand vitality. It finally introduces the brand"concept", product upgrades, brand image, brand extension definition.The third part is the Development Status of Domestic. Although thedomestic footwear enterprises had formed a good scale after twenty years ofdevelopment, there is still a considerable gap compared with foreign successfulbrand. Therefore, combined with the actual situation of the domestic footwearindustry, this chapter analyzes the problems and deficiencies of domesticfootwear enterprises that exist in the fierce market competition by using theliterature method and case analysis.The fourth part is the Development Status of Overseas. Considering theproblems and shortage of domestic footwear brand, this chapter mainly analyzeshow does the foreign successful enterprise work, and then carries out the brandmaintenance strategy from four aspects, which are the brand "concept", product upgrades, brand image, and brand extension.The fifth part is Cognitive Research. The chapter conducts a survey of themass consumers by using the questionnaire, so that to learn about the consumer’scognition and demand of footwear brand from the research results.The sixth part is Maintenance Strategy. Based on the understanding ofconsumer demand and the experience of foreign successful footwear enterprise,this part attempts to put forward some suitable maintenance strategies for thedomestic footwear enterprises and other small and medium enterprises, such asbrand positioning, brand innovation, talent reserve, brand publicity and brandservice.The seventh part is Conclusion. Only by improving the importance of brandmaintenance can make an enterprise long-term foothold in the fierce market.Domestic footwear enterprises must pay attention to brand maintenance, andformulate an effective brand maintenance system for their own enterprises in theface of the fierce market competition.