Research On Mongolia's Garment Enterprise Brand Management

Cashmere is a valuable resource of the Mongolia nation.From 1990 to the market economy of Mongolia,the cashmere industry has been developing.After nearly 30 years of development,Mongolia has formed a relatively complete cashmere industry system and has a place in the international cashmere enterprise structure.But with the rapid development,the cashmere enterprises in Mongolia are also showing the need to adjust.Cashmere clothing enterprises in Mongolia are losing momentum of development because of overcapacity,irrational corporate structure,weak capability of independent innovation and fierce competition at home and abroad.In view of this,the purpose of this paper is to increase the comparative advantage of cashmere resource endowments and enhance the brand competitiveness and influence of Mongolia cashmere clothing enterprises through research so as to further enhance the healthy development of Mongolia's garment industry.This thesis is divided into five chapters:The first chapter is the introduction,which collate and review the domestic and foreign research on brand management of cashmere clothing enterprises in Mongolia,and introduces the background of the research and its theoretical and practical significance.The second chapter is the theoretical part,mainly reviewing the concept of brand and brand management and related theories.It makes theoretical groundwork for the latter's argument.The third chapter analyzes the development status and brand characteristics of cashmere clothing enterprises in Mongolia,and analyzes the advantages and disadvantages of brand management of Mongolia cashmere clothing enterprises,and the opportunities and challenges faced by SWOT.The fourth chapter,through the analysis and comparison of excellent brands in France,Italy,the United States and the United Kingdom,provides the basis for the experience of brand management in Mongolia.The fifth chapter,based on the previous analysis,gives the development direction and Countermeasures of Mongolia cashmere garment enterprises.