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In 2008, with the financial tsunami struck the world, our main export-oriented economic growth model exposed to a potential crisis. When the international market reduced demand for our products anxious, unable to support China's exports continue to increase, because there is no market, is bound to shrink production and investment, and even the collapse of the affected China's textile and garment industry. China's foreign trade export-oriented garment enterprises, mainly to OEM. Due to the appreciation of the renminbi, rising material and labor costs, the development of foreign trade processing and garment enterprises struggling. Thereby increasing the added value of products, to create superior brand, development of domestic markets and enterprises is particularly important to the OBM transformation. The OEM companies tend to have a mature processing conditions, but still lack experience in brand building. Thesis, according to the demand of the export-oriented garment enterprises in domestic brands to expand, through literature and theoretical data on the basis of summing up the brand and consumer-related theory of brand awareness and clothing each product attributes nine assumptions and validate. Participate in H OEM brand expansion project research process, according to the district of the ten cities, benchmarking brand and consumer research, to obtain first-hand data. DPM brand positioning theory, the use of statistical analysis tools and fuzzy comprehensive evaluation method, from the five dimensions of market analysis, combined with the target enterprise status brand positioning program planning and investment budget, the implementation of brand positioning for other companies to provide valuable theoretical and Methods. The main contents are as follows: (1) set forth under the influence of the financial crisis, the domestic textile and garment industry development and foreign trade processing enterprise status. Combing brand positioning and consumer buying behavior literature, summarized the model of brand positioning, research methods. (2) based on the model of brand positioning, for instance enterprises from the four dimensions of the macro-environment, industry, competitors and corporate in-depth analysis. Through market research, the use of the correlation analysis of various factors on the impact of brand awareness, and is determined on the basis of the brand positioning preliminary idea. (3) the use of statistical software to analyze market research data, to extract the basic information of consumers, shopping preferences and purchasing decisions important factor. By factor analysis combined with fuzzy comprehensive evaluation method to refine the lives of consumers preferences impact factor to assess the degree of influence of various factors on life preferences, and to verify the reliability and validity of the scale was. (4) Comprehensive theoretical studies and market analysis for different consumer groups, the three types of brand positioning program, are the chief positioning analogy positioning, neutral positioning. Through comparative analysis, brand positioning adjustment, to determine the final plan. (5) based on the actual situation of the enterprises to invest in product advantages and processing periodically, combined with interviews of experts and business people, the planning of new brands entering the market and prospects for store expansion, modified from the point of view of the 4P marketing mix to determine a reasonable and viable investment program, the new brand within the next five years, the income may budget and feasibility analysis.
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