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A Study on Brand Competitiveness of Wenzhou Clothing Enterprise Based on Customer Value Theory

Author: ZhangWen
Tutor: XuYiPing
School: Ningbo University
Course: Business management
Keywords: Customer Value Wenzhou Clothing Enterprise Brand Competitiveness Multi-level Fuzzy Evaluation
CLC: F426.86
Type: Master's thesis
Year: 2011
Downloads: 385
Quote: 2
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Abstract

As one of four major pillar industries in Wenzhou, clothing industry plays a very important role in the development of the economy of Wenzhou. After more than 30 years of development, Wenzhou clothing enterprises pass by quantity competition, quality competition and stride into the era of brand competition. Most Wenzhou clothing enterprises pass by“brand sport”and finish their brand initial accumulation, but the growth momentum has been slacked to some extent in recent years. Now Wenzhou clothing enterprises meet the bottleneck question for the further development accompany with the violent change of the enterprise’s internal and external environment, all these force Wenzhou clothing enterprises to seek for a new motive force of development. After entering 21st century, the concept of brand competitiveness appears in the field of theory and business again and again. Managers of Wenzhou clothing enterprises begin to realize that the competition of clothing enterprises gradually focus on the competition of the brand and brand competitiveness will be the core competence of clothing enterprises. Promoting brand competitiveness is the power source to keep clothing enterprises sustainable developing. Therefore, how to appraise, cultivate and promote brand competitiveness has become an important realistic question which Wenzhou clothing enterprises currently face.The strength of brand competitiveness is depending on the ability of brand to meet customer’s value demands. Now, the modes such as customer relationship marketing, experiential marketing, emotional marketing and service marketing are very popular in the fashion world. The essence behind of these modes is that clothing enterprises transmit customer value to customer through various ways because customer’s different demands of clothing brands correctly are the demands of customer value. Thereby, this study takes Wenzhou clothing enterprises as the research object and carries on research to Wenzhou clothing enterprises brand competitiveness by regarding customer value as the visual angle of studying.First of all, this study classifies the difference between the concept of clothing product brand and clothing enterprise brand on the basis of reviewing existing domestic and international research results on customer value theory and brand competitiveness theory. And then it defines“clothing enterprise brand competitiveness based on customer value”through the organic integration with the customer value concept. Secondly, after analyzing the formation mechanism and the elements of clothing enterprise brand competitiveness from customer value visual angle, this study constructs“clothing enterprise brand competitiveness evaluation index system”and multi-level fuzzy evaluation model based on customer value. And then this paper uses the Analytic Hierarchy Process (AHP) to confirm the evaluation index weights at all levels among the evaluation index system through issuing questionnaires to experts. Moreover, this study carries SWOT analysis on the brand competition of Wenzhou clothing enterprises on the basis of analyzing the brand developing stage and brand operation mode of the Wenzhou clothing enterprises. Furthermore, this study makes the assessment and comparison of brand competitiveness respectively among the representative fashion casual clothing enterprises and men’s clothing enterprises of Wenzhou area and other clothing enterprises alike in Yangtse Delta and Zhujiang Delta. Finally, combining analysis result of preceding chapters, this study proposes the brand competitiveness cultivation system and promoting tactics for Wenzhou clothing enterprises.By constructing“clothing enterprise brand competitiveness evaluation index system and Multi-level fuzzy evaluation model based on the visual angle of customer value”、analyzing and appraising brand competitiveness of Wenzhou clothing enterprises、proposing brand competitiveness cultivation and promotion statics, in the hope of providing the guidance of practice and theory for the brand competitiveness’s further cultivation and promotion of Wenzhou clothing enterprises, meanwhile, offering clothing enterprises of other cities some reference value .

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