| Metersbonwe developed as a typical local casual clothing brand,since 1995,has obtained higher brand awareness.Metersbonwe development for 23 years already,through the unique culture model of brand made a spread model.However,new clothing brand with the high speed development of network economy,consumers brand awareness increase,enhance the ability of the clothing brand consumption environment has through very huge changes.Metersbonwe for brand development weakness facing its own internet gene also gradually revealed as the face of Metersbonwe brand spread development issues.At the same time,Metersbonwe as one of the local casual clothing brand,the brand activities are also affected by clothing market saturation in awkward position and the disturbance factors in the fierce competition in the market.Based on this,this thesis uses the method of comparative analysis and literature research,Metersbonwe as the research object,from a macro perspective of brand spread development is divided into system of Metersbonwe brand spread activities.The first part is the history of the development and the combination of Metersbonwe,with sums up the development stage of brand spread and brand marketing history.By the adjustment of the Metersbonwe brand positioning,store experience marketing mode and the line of precipitation core fans,at the same time,accelerating the spread of word-ofmouth fans formed the system with the help of social media fans of the cultural production mechanism is the most distinctive feature of Metersbonwe spread;social media such as blog,WeChat,Forum etc.in accordance with the function of Media on Metersbonwe optimize the integration,maximize the utilization rate of the media,and explore the driving force behind.The second part with the combination of SWOT and PEST,comprehensive analysis of the Metersbonwe stage facing the new market environment.Metersbonwe was founded at the beginning,the founder already made "Factory shop + franchise shop" mode and management data of the company,its thought far more than the same period of other local casual clothing brand.Now,Metersbonwe although continue to explore new media pattern,but the prospects for development remains to be further research.At thesame time,analysis of the main competitors,potential competitors and consumer demand to upgrade in three dimensions briefly introduced.By now,Semir,Tonlion,YISHION and other domestic clothing brand,H&M,ZARA,UNIQLO and other international FMCG brands are Metersbonwe's main competitor,its brand design inspiration from international brands,style diversity,moderate price,update speed,already be many consumers preferred.The third part is analysis the problems of Metersbonwe facing,even though Metersbonwe is in the transformation of the Internet got a full attempt,but the actual effect is just passable,did not reach the expected effect of enterprises.Let the enterprise culture and brand spread together,establish corporate positioning,improve the degree of innovation to meet the needs of fashion young people today.The balance of different mode development.The fourth part is according to Metersbonwe spread problems try to put forward the corresponding strategy.In this part,combining with the related data for detail in four parts.The future development of Metersbonwe spread should be closely combined with industrial ecology chain and integrate marketing on brand spread.Metersbonwe already have more than 20 years of development,the brand loyalty of consumer groups are more and more difficult to maintain,realistic conditions can choose smaller and smaller channels,in addition to Metersbonwe not only interactive spread strategy from product and channel dimensions,and also combine 4P4 C marketing theory to get appropriate from the consumer behavior and psychology consumer clothing rich dimension at the same time,cross-border spread forms;Metersbonwe should pay more attention to the development of online and perfect O2 O mode innovation,brand innovation strategy. |
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