Comparative Study Of Bag Brand Culture In China

In modem society,qualities of products are becoming closer to each other than ever before.Superiorities in prices and deliveries can no longer help the companies in competitions,brand culture became a way out for them.Costumers also paid more attention on this culture,which made it more important to companies.Loyalty to some brand is based on joy or excitement that costumers can feel from using the products.As a result,competitions among companies are being transferred into ones among brands.Bag industry in China has gained marvelous development in the last twenty years.Having finished the initial funding,some companies started building their own brand and their own culture.Most of them started their business from family workshop,or OEM.They didn't have much experience of building their own brand.Meanwhile,in China,there were few examples in this industry for them to learn from.So that,these companies had to use the experiences of other industries for reference and move forward gropingly.Research of bag industry in China was mainly focused on bad design,when research on bag brand culture was not enough.This paper compared two typical development patterns in Chinese bag industry-own brand transferred from OEM and initial own brand-by analyzing some particular cases,to dig out the problems in bag brand developing in China and make the forecasting according to the author's knowledge.This paper first defined 'Bag','Bag Brand',and 'Brand Culture',and then analyzed the essential elements to bag brand culture specifically and set the 'Bag Brand Personality Table'.After that,by using particular cases,it made conclusion of the differences and current status of two development patterns in Chinese bag industry from three different angles-material,spirit,and activity.At last,it stated the problems existing and focused forecasting,trying to provide new horizons for Chinese bag companies.