Research On The Development Strategy Of Di Brand

Emperor brand men's wear is a relatively well-known brand in shishi city many clothing production and sales enterprises.However,as the brand advantage of men's wear of emperor brand is not obvious,its development has encountered a bottleneck,and its high-end development has been difficult to break through.In this context,this paper,by means of literature review,case study and inductive deduction,discusses the environment,necessity,measures and guarantee system for the design and implementation of the development strategy of emperor men's wear brand.Through the research of this paper,the following points of view are drawn:Firstly,China's domestic policies on apparel enterprises of the emperor brand men's wear brand development strategy and implementation has a promotional role.The political environment for domestic development is superior;The stable and sustainable development of macro economy provides a superior economic environment for the formulation of the development strategy of emperor men's wear brand.China's population continues to grow,the increasing population for the emperor brand men's clothing brand to expand business provides a broad prospect;At present,the development of raw material technology has created new conditions for the acquisition of raw materials of emperor company.The emergence of new synthetic materials has greatly changed the raw material acquisition path of apparel products.Secondly,through the analysis of the industrial competition environment,it can be seen that: a small number of high traffic channels,the bargaining power of emperor company is weak;Regular flow channels,the company's bargaining power is strong;In the process of brand development,the brand image of emperor men's wear products is facing great pressure of bargaining through intermediary channels.From the perspective of the entry ability of potential competitors,there are many potential competitors that need to be faced in the brand development strategy formulation and implementation of emperor men's wear.Potential substitutes have strong substitution ability.Thirdly,the advantages and disadvantages of the current development strategy of emperor men's wear brand are shown as follows: from the perspective of enterprise competitive advantages,emperor men's wear has experienced rapid development in recent years and has formed certain scale benefits.Men's wear market has a strong competitive and development advantages.In recent years,emperor company has actively expanded the international market,and the export growth is relatively fast,which is mainly reflected in product research and development design,brand building and supply chain management.However,with development of society,emperor men group management mainly focuses on low-or medium-low technology-intensive industries and products,and is more inclined to primary and general production requirements,lacking core competitiveness.The opportunities and threats of emperor company are as follows: relying on the superior geographical advantages,in the early stage of reform and opening up,the economy has made great progress.A large number of overseas Chinese have returned to their hometowns for investment,bringing a large number of funds and advanced technologies.In recent years,the impact of e-commerce on the clothing industry has optimized the intermediate links of the industrial chain and changed people's consumption habits in the clothing industry.Finally,the emperor men's clothing brand development strategy of the implementation of the measures include: to strengthen product development design provides the basis for brand development,high-quality brand image,improve service levels to shape development based on Internet + brand image promotion,through the perfect enterprise culture to enrich the connotation of the brand,the transformation of thinking with the help of a new media platform for brand promotion.The implementation safeguard measures of the development strategy of men's wear brand of emperor brand include: organization safeguard,talent safeguard,capital safeguard.