Research On Optimization Of Cheongsam Products Based On Consumer Preference Under The Background Of Cross-border Co-Branding Of Cultural And Tourism

Under the background of the rapid development of intelligence and information,the boundaries between industries have become more and more blurred.Enterprises who want to seize the high ground in the fierce market competition must seek new business cooperation models.In this environment,cross-border co-branding came into being.In addition,the rise of the national trend has prompted the people's pride in the nation to be mapped to the consumer field,resulting in a strong ‘consciousness of domestic products',and has also made the traditional clothing culture representative-cheongsam become the ‘new favorite' in the fashion field,which is deeply loved by young consumers.However,as the market gradually becomes saturated,the problem of product homogeneity is also very serious.Therefore,under the strategic background of the integrated development of culture and tourism,the cross-border co-branding of the cheongsam brand and tourist attractions will spread brand image and open up new consumer markets.How to develop co-branding cheongsam cultural products in scenic spots that meet the individual needs of consumers based on the existing cheongsam style characteristics of the brand,and combine new media marketing methods to maximize benefits,is the problem that this research wants to solve.This article is based on consumer preferences and defines the main research object as young female consumers aged 18-30.Through the questionnaire survey in the case scenic area-Humble Administrator's Garden,to explore the preferences of different attributes of the Humble Administrator's Garden joint cheongsam products,so as to better grasp the buying behavior and consumer psychology of the female group,point out the direction for the development of co-branded products and subsequent marketing promotion,meet market demand to the greatest extent,promote the dissemination and development of traditional culture and garden art,and help the joint parties achieve a win-win cooperation.The main research contents and conclusions of this paper are as follows:(1)Investigation and analysis of Humble Administrator's Garden,cheongsam market and target consumers.Collect relevant information about Humble Administrator's Garden,cheongsam industry and target consumers from the three perspectives of historical literature,online channels and field surveys,and use case analysis to explore the cooperation model and marketing methods of Peacebird,which will provide for the next step of research.(2)According to the principle of joint analysis,conduct a survey on the preference of Humble Administrator's Garden joint cheongsam products.Through in-depth interviews and orthogonal experiment design,16 representative simulation product combinations were obtained,combined with demographic characteristics and consumer buying psychology and behavior research to compile the Humble Administrator's Garden joint cheongsam survey questionnaire,and randomly distributed on the spot.Finally,305 valid questionnaires were recovered.(3)Data analysis.With the help of SPSS26.0 to conduct a joint analysis on the obtained data,the relative importance of group attributes,the score utility of each attribute level,the total utility value of the product and the market share are obtained.Among them,the highest utility value and the highest market share are the same product combination,that is,architectural landscape,classical gentleness,200-500,relaxed and pleasant.In addition,this study also uses cluster analysis to segment the tested groups into the following three categories: version-oriented,style-oriented and comprehensive,which can be used to guide brands to formulate corresponding marketing strategies.(4)Combining 4P marketing theory to propose a cheongsam cultural product optimization strategy.Combining the analysis of the brand J case profile,explore the advantages,disadvantages,feasibility,and risks of the cross-border joint name of Humble Administrator's Garden and brand J.Therefore,based on the 4P marketing theory,a joint cheongsam product management optimization strategy for female consumers in Humble Administrator's Garden is proposed.Finally,the trend analysis of the joint-branded cheongsam of Humble Administrator's Garden and J brand is carried out to provide a reference for the designer's creation and brand decision-making.