Research On Optimization Of Brand Promotion Strategy For OEM Enterprises

China is recognized as a major garment exporter in the world,and has the largest garment processing enterprises in the world.The export of China’s garments to foreign countries mainly relies on OEM production and still adopts the strategy of mass production and low pricing.With the continuous increase of domestic human resource costs,neighboring India and Southeast Asian countries are gradually taking over China’s garment OEM market by virtue of their cheaper labor advantages.In the seemingly prosperous economy and trade surplus,clothing processing enterprises have hidden a huge social and practical crisis.Therefore,China’s garment processing enterprises are eager to find a new road of transformation and upgrading.Fortunately,after years of accumulation,the garment enterprises that have experienced long-term overseas OEM have a complete supply chain,sufficient reserves of textile and garment talents,and high production technology standards.Therefore,from the point of view of brand equity and brand marketing,China’s garment processing enterprises are blessed with unique conditions for branding.It can be seen that the brand of China’s garment processing enterprises is an important road for sustainable development.The analysis is made on the background of the brand marketing strategy of S clothing enterprise,and according to the theory of brand equity and brand marketing theory as the theoretical basis,at the same time to combine the goal of successful brand enterprise as the contrast,find out the problems existing in the clothing enterprise brand promotion strategy S,and optimization of the processing of domestic enterprises of the transformation and upgrading and provide some enlightenment.In the early stage of this paper,I interviewed the person in charge of S clothing enterprise to understand the enterprise purchase,brand elements,team composition and the current brand marketing strategy,and designed and analyzed the questionnaire survey on the target market of the enterprise.At the same time continue to track the implementation of the enterprise brand marketing strategy process,obtained a wealth of first-hand information.Then,based on the five-star model theory in the brand equity theory and the4 P strategy in the brand marketing theory,this paper analyzes the target enterprise,compares the promotion strategies of S clothing enterprise,and concludes that its problems are summarized as the insufficient play of S clothing enterprise’s supply chain advantages and unclear product positioning.The strategy is optimized for these two problems.Its purpose is to improve S clothing enterprises to pay more attention to brand equity,the ultimate purpose is to achieve consumer loyalty to the brand.The cultivation of brand loyalty requires gradual trial and error,and marketing channels and means need to be constantly tried and corrected in practice.However,the underlying logic of brand equity accumulation is unchanged,so brand owners must not leave the accumulation of brand equity,and at the same time,they should firmly grasp their own brand equity in their own hands.Through the precipitation of time,the premium power of the brand will be gradually reflected.