The Study Of Product Development Program Pattern On The Basis Of Fashion Brand Strategic Position

At the severity competition ages, the biggest advantage of business enterprise is the product. If the product development of the enterprise can't keep up with the demand of the market, or can't satisfy the need of the consumer, the business enterprise is hard to win the market. So if the clothing enterprise wants to survive, the all-important mission is that it does well in the product development. Although there are many theories on product development, the product development of concrete profession is seldom studied especially clothing profession. Therefore, it is necessary to study on the clothing product development.The product development is that the enterprise satisfies the demand of the market consumption need and the enterprise oneself development, and it is also to organize the related personnel to confirm the development conceive outline, and to made use of the certain method and means to carry on the valuation and filter towards the conceive outline, and confirm the sale quantity, cost and profits of the new product, and to organize the development and productions towards the product, select thetarget market to carry on the trial sale, until the new product is complete commercial.This text takes the questionnaire data result of the relation between clothing product orientation and product development as the basis to carry on the thorough study, and from the text we find that the product orientation is the jumping-off point and core contents, the product developed process aims at product orientation process of the target consumer, whether the product orientation is accurate decides the success of the product development, while talking about how the clothing brand strategy orientation infects the product develop, it can be investigated based on the product orientation;At the same time, this text commences from the relation between the clothing brand strategy orientation and the clothing product orientation, and based on the questionnaire of the product developed personnel of the clothing enterprise, and it analyses the influence of clothing brand strategy orientation to the product develop, including the target consumer market orientation and the retail outlet orientation and the brand style orientation, furthermore it analyses and compares the influence degree of the various factors to the product development activity.According to the influence of the clothing brand strategy orientation to product development activity, it analyses the various orientation concrete factors and elaborates how these factors affect the productdevelopment activity;the text investigates the gist of clothing brand product orientation from the relation between the clothing product development activity and product orientation, and set up a kind of more reasonable, scientific clothing product orientation model.On the research of the clothing product development process, this text is based on the questionnaire of the product development process data analysis, and it is also compared with the representative clothing product development process theories at home and abroad, to analyze the merit and shortcoming. Then taking the LILY clothing brand for the object, carrying on the enterprise investigation on how the clothing product development process operates practically. Finally through the analyzing and conformity of above three matters, it sets up the mode of the clothing product development process.Still there exists much shortage in the textual research work, and the research result can provide the accurate necessity basic material for the follow-up researcher of this field, and also provide the aggressive leading function for the product development of the enterprise.Tao Jiangtao (Fashion Design and Engineering) Supervised by Zhang Daoying, Jiang Zhiwei...