Study On The Optimizing Strategy Of Brand Marketing For Baolaishi Company

Since the reform and opening-up,China's garment industry has developed strongly,and the export volume has leaped to the forefront of the world,becoming one of the important export industries in China.However,at present,the operating pattern of China's most garment foreign trade enterprises are still OEM or design imitating.Recently,with the weakness of oversea demand,rising labor costs and raw materials prices,many once splendid manufacturers have been unable to make ends meet or even closed down.The research object of this paper is Baolaishi Company,a traditional garment foreign trade enterprise.In order to solve the problems existing in the operation and development,the company has established its own brand for transformation.Based upon the relevant theories in bland marketing field,the article is to make a monographic study on brand marketing strategy for Baolaoshi company.First of all,the article starts with the existing situation of brand marketing for Baolaishi company.It is found that the brand marketing of Baolaishi has some problems,such as unclear positioning and low brand recognition,and the root causes have been analyzed.Secondly,the article analyzes the macro environment and competition circumstance,figuring out the bottlenecks and constraints of the development of the Baolaishi brand;Thirdly,the article proposes to optimize the branding strategy by four aspects,setting up the goal of brand marketing for Baolaishi company,enhancing Baolaishi brand positioning,improving Baolaishi brand imaging and strengthening Baolaishi brand recognition;Finally,the article provides the solution to guarantee these strategies to be implemented smoothly.The research results are of great significance for brand marketing for Baolaishi Company,and also provide a certain reference value for other clothing enterprises within the industry.