Jiangsu Longdafei Garments Co.,Ltd.brand Strategy Research

Jiangsu longdafei Garments brand construction has been developed more than ten years,but lots of common problems exist,such as the small brand and weak innovation ability and lack of core competitiveness.In the current complex national and international economic environment,how to breakthrough development bottleneck and develop Changshu unique brand way,then realize the second startup now is what the enterprises and academics focus on.A serious problem which Jiangsu longdafei Garments Co.,Ltd.faced is: How to implement brand strategy,to highlight its own brand,improve competitiveness.After combing the brand strategy on the basis of related literature and theory at home and abroad,Using porter's five analysis model to analyze the internal and external environment of jiangsu Long Dafei apparel co.,LTD.,,this article found that the current status quo of Long Dafei brand strategy are no clear: Decision makers on the first position is not clear,the industry for its recognition is not outstanding,pattern is not enough diversity,followed by the low level of brand management,lack of planning,the future development direction is not clear.Through the SWOT analysis,it is concluded that the solution is to improve enterprise brand strategy,first from the perspective of policy makers,determine the appropriate brand plan,don't confined to a single brand planning,should be diversified development plan,and pay attention to the significance of brand culture,not only consider the current interest at the same time,learn to brand extension,planning good future development pattern,and realize it by making the right brand orientation,being strict product quality,paying attention to the talent team construction,optimizing the operation and management mode,cultivating unique enterprise culture,drawing on the successful experience of garment industry well-known enterprises,exploring brand internationalization path to implement.