Resarch On Marketing Pattern Innovation Of Designer Brands Under The Environment Of "Internet Plus"

Under the new economic situation,the consumer’s individualized demand for clothing is increasing,the mode of customer consumption has changed,and the industrial structure has also entered the period of adjustment and transformation.The clothing designer brand has gradually become a potential market,and the small and unique designer brand has entered a rapid development stage.But at present,many domestic designer brands still face problems such as immature marketing transformation,lack of brand integration management experience and so on.Therefore,it is urgent for designers to use the Internet to find a suitable development path suited to their actual situation.This paper systematically summarizes the current electronic business model which is mainly used by designer brand,and expounds the current situation and problems of designer brand in the Internet environment,and deeply investigates the marketing mode of representative designer brand in Dalian area.Taking the ten top designer brand of Liaoning Province as the research object of "RP dress",based on the 4P theory,the product strategy,price strategy,channel strategy and promotion strategy of RP dress are analyzed and studied.Through SWOT analysis,combined with the actual situation of RP clothing main personalization and customization service,we re subdivide the three aspects of market positioning,refining service process and deep service development,and design a RS platform innovation model,which is suitable for the current market economic environment,taking customers as the dominant and using the integration of designers and cross-border cooperation channel resources.Type.RS resource sharing platform builds the overall planning and strategic layout of the platform through the personalized and customized business based on quality life and the spirit of the craftsman,and constructs the overall planning and strategic layout of the platform with zero inventory and production.It aims to rely on the advantages of the Internet information technology,take the customer’s needs as the center,and integrate the related channel resources to drive the designer brand.Better development.I hope this study will provide some reference value for designer’s brand marketing mode exploration and operation mode optimization.