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Study Research on the Construction of the Brand Name of the Garment Enterprise

Author: MiJia
Tutor: GaoWeiJiang；LuoQin
School: Suzhou University
Course: Textile Engineering
Keywords: Garment enterprises Clothing brand Build
CLC: F426.86
Type: Master's thesis
Year: 2004
Downloads: 1489
Quote: 5
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Abstract


China's clothing market has entered a brand era of fierce competition , this competition is fully rolled out in terms of design, material , technology, quality, price , service , culture , store , customer management and advertising . This indicates that the pattern of China 's clothing brand is entering an increasingly competitive , a new era of internationalization and diversification of the coexistence of . China 's clothing brand , many clothing companies recognize , Chinese clothing brand to become the world clothing brand , it must take the brand, brand route . Chinese clothing brand route should be how to build it ? How to walk the road of brand development ? Grasp of how to make brand building in place ? Placed in front of the Chinese garment enterprises a major strategic issues . Therefore, the study on the domestic garment enterprises in brand building has important theoretical significance and application value . Of brand and corporate competition theory , the use of the method of combining qualitative analysis and empirical analysis , analysis of the current situation and problems of the domestic garment enterprises in brand building , and explore ways to Chinese garment enterprises in brand building , and China 's clothing brand building something to think about . Only refined the brand philosophy and culture , the establishment of brand personality charm , to establish a strong brand management system , a reasonable use of the brand extension strategy , and implementation of brand strategy under the clothing brand life cycle , the integration of traditional Chinese culture , Chinese garment enterprises in order to create an international brand .

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