In the 1980s, Chinese clothing industry entered the marketing practice with modern significance and theory study. For over 20 years, the abundance and the practice in marketing management field have accumulated and provided valuable wealth for study and sum-up. This text utilizes the modern marketing theory and clothing historiography knowledge to put it in order and excavate, generalize the law in the development of Chinese clothing marketing theory and practice.The primary factor that runs through this study is development of time, on the basis of collecting the theory and practice materials influencing Chinese clothing marketing to develop process, sum up and summarize to a great deal of clothing marketing cases, and analyze and research its origin of the theory, the backgrounds of society and politics economy and clothing trade, Thus describe the basic function law of contemporary Chinese clothing marketing development, Put the course of Chinese clothing marketing development and train of thought in order.The concrete characteristic of practice according to the political economic development background of the Chinese society, clothing marketing and theory development and relevant theory, this text divides the development course of Chinese clothing marketing into three stages: The embryonic stages of 1978-1989; The exploration stages of 1990-1995; The disputes stage of commercial struggle of 1996-2001.At embryonic stage, criticized of a text the relevant backgrounds of the Chinese society and clothing trade emphatically in this text, this paper summarizes the development orbit practice in this stagemarketing: Namely not from producing idea prevail, arise from the historic moment to selling concept and reach clothing marketing the rudiments of idea.Stage of probing, after reviewing to historical backgrounds, this study sum up and publish this clothing of China the subjects of marketing develop the characteristic: From the product quality competition and emerge of advertising to the development of CIS and marketing of the brand.At commercial struggle dispute stage, article carry on carefully to historical backgrounds. Summarize and analyze about the most excellent composition is the key element of marketing of Chinese clothing in detail, and their pros and cons analyze the form reasons of price war clothing worship clothing, And the concrete behavior of the clothing brand that marketing move to maturity.In order to strengthen the professional characteristic, crossing in fields exceptionally to Chinese clothing marketing of this study -The main development course of China's fashion show has been explained.
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