Research On Clothing Brand Construction And Marketing Strategy

Internal apparel industry experienced the initial stage of reforming and opening-up,the middle and later periods of 80s period which copy the popular product oversea and the 90s period which clothing was exported in large quantity in the relax trading environment.the middle and later periods of 90s period which brand management philosophy idea was produced,and the nowadays which large amount of foreign brand name flew over into.And there are rich supply of internal clothing brand heve been appeared,but after the optimism,many brand meteoric,existent brand living difficult,there are few which can go adroad and enjoy great prestige in the world.Follow the change of consumption idea of people,the only way that a clothing business want to become century-old shop is brand-way.Brand is the invisible assets and valuable wealth,it is very important that how to build brand,and what marketing strategy to carried out.The method is expedient,operate successful brand,that can bring generous profits in return and far-reaching development.Therefore,the problem demanding prompt solution for Ruyi Garment Company is how to combine its own superior,capturing target market,make more effective marketing strategy,develop the brand recognition and to extending volume growth.This text adopted the way that theory representation and practice summary,to start brand built and the research of marketing strategy for Ruyi Garment Company.There are 6 chapters for this text,chaptor one is exordium,the introduction of selected topic background,the purpose of subject study and the value of engineering application,research idea,innovation point and research method.Chaptor two is a critique of irony theories,gave an outline of speculative knowledge used latter.Chaptor three is the introduction of brand of Ruyi,made a simple summary for the origin,position and style etc of clothing brand under Ruyi.Chaptor four is the analysis of current situation for Ruyi clothing brand,to analyze the current situation used the speculative knowledge,extablish the basement for raising pointed marketing strategy on next step.Chaptor five is the location for target market,took advantage of the speculative knowledge of chaptor two,made subdivision for market,combined the practical situation,assured target customer group.Chaptor six is the research of marketing strategy for Ruyi clothing brand,took advantage of marketing assemble strategy and brand marketing strategy theory,probe the marketing strategy which is fit for Ruyi cloting brand.