Research On Brand Building Strategy Of SDYY Clothing Company

"Clothing,food,shelter and transportation" are the basic needs of our life,people always put clothes in the first place,which shows the importance of clothes for us.By the end of 2017,China's population has reached 1.39 billion,making it the world's largest consumer and producer of clothing.Therefore,China's clothing industry has a broad and promising future.The broad prospects of China's garment industry have led to a rapid increase in the number of garment companies at home and abroad.There are numerous types of clothing brands,and there are large and small clothing companies have emerged one after another.The competition among these companies has become increasingly fierce,and the developments of these companies have become more and more difficult,especially for some domestic garment companies.Small and medium-sized garment enterprises are facing a severe challenge for survival and development.This paper studies the real case of a small and medium-sized company--SDYY clothing company.The company uses the opportunity of the rapid development of the Internet to conduct online sales at the beginning.The early development is relatively smooth,but with the development of the company and the increase of Internet competition,the issue of brand building has become increasingly prominent,which has seriously hampered the continued rapid development of the company.This paper is carried out based on this background.According to the brand building related theoretical knowledge,a systematic analysis of the brand building process of SDYY clothing company has been conducted.It points out the problems in the company's brand building process,and formulated the company's brand building strategy,and points out the direction for the further development of SDYY clothing Company.This has certain theoretical significance for enriching and developing the application of brand building theory in the field of small and medium-sized garment enterprises.At the same time,it can provide reference value for the brand building of the same type,same industry or even cross-industry related enterprises.The content of this paper is divided into six parts.The first part briefly introduces the background of choosing the SDYY clothing company to carry out brand building research,and it expounds the research purpose and significance of this topic,explains the research methods of this thesis,elaborates the research content and the structure of this paper.The second part introduces the status of three theoretical research including brand definition,brand building and brand building model,and sums up the steps of the company's brand building process.The third part introduces the development status of SDYY clothing company and its brand,and the internal and external environment of the company is analyzed through PEST analysis,Porter five model analysis and SWOT analysis,and it points out the problems existing in the brand building of this company.The fourth part puts forward the overall plan of brand building process of SDYY clothing company,and then it was discussed from five aspects: brand target,brand positioning,brand building,brand marketing,and brand maintenance.The fifth part puts forward the protection measures for brand building of SDYY clothing company from four aspects: improving the management level of the company,improving the quality of clothing products,strengthening the training and introducing of talents,and opening up channels of offline sale.The sixth part summarizes the research results of this paper and summarizes the deficiencies in this study.