A Theoretical Model And Contrast Research On Brand Image Of Chinese-style Clothing In Shanghai

China has five thousands years of civilization, and it is also always mysterious. Because of thousands of year's traditional culture, there are tremendous resources for the brand. Chinese-style clothing, is no longer just simple clothing, which contains a huge cultural heritage. There are many high-end Chinese-style clothing brand in Shanghai now, for example, Shanghai Tang which from Hong Kong and SHIATZY CHEN which from Taiwan, and many native brands-MANLOULAN,JINZHIYUYE etc. The competition between these two types of brands are intensely. The local brands have a weak awareness of brand, and do not know the needs of consumers. There is still a big gap with the big brand overseas in shaping the brand image. How to apply these theories of brand image to Shanghai in the point of consumer-purchasing decisions is becoming a concern subject to Chinese garment enterprises.This research developed following two clues, structural equation model of brand image and the contrast of two type brands'brand image. Paper studying, intensive interview with professionals in apparel industry and market research were used in this paper. Based on Bell model and the research results of apparel brand image in china, the brand image of Chinese-style clothing should include "product image", "store image", "service image", " corporate image " and " consumer image ", and a hypothetical model of brand image factors is built and five assumptions are developed. The perceptions of brand image of different consumers are different, and the brand image have a significant impact on the purchase behavior, so a hypothetical model of brand image influence purchase decisions is built, and four assumptions are developed. Nine high-grade Chinese-style clothing brands are chosen as cases for marketing research and 168 valid samples obtained. Descriptive analysis, reliability and validity verification, and fitting analysis of data were analyzed by AMOS 7.0 and SPSS 12.0. The high-end Chinese-style clothing brands in Shanghai are divided into two categories-local brands and non-local brands. Advantages and disadvantages on brand image of these two types are analyzed through comparative questionnaires and 102 valid samples obtained. Discriminant analysis and T test paired samples were analyzed by SPSS 12.0.Firstly, the status of Chinese-style clothing brands are analyzed, and the marketing strategy and SWOT analysis of four typical brands are listed. Though marketing research, Author found that most Chinese-style clothing brands have the multi-category, but lack the brand's cultural and lack of modern in design. The sense of brand awareness is weak too. Chinese-style clothing company should identify the corporate culture, strengthen product innovation, and focus on brand awareness.Secondly, through consumer questionnaires and data analysis, achievements are shown as following:①Chinese-style clothing brands focus their target customers on 30-50 years old people, they are well-educated, have higher incomes. Among the nine brands, due to the moderate price and high number of shops,TSAI MONG-HSIA has the most market occupation. But the most famous brand is SHANGHAI TANG, indicating its brand promotion ability is strong. MANLOULAN, JINZHIYUYE and SHIATZY CHEN also have a high reputation and loyalty.②Nine hypotheses presented in this thesis are true. Brand image has both direct and indirect influence to purchase behavior, personal factors have a direct influence to purchase behavior, and the impact coefficients are greater than 0.05, indicating the influence is significantly. Thus, a good brand image can influence consumer purchase behavior. In order to attract more costomers, the company should built brand image through the point of long-term business and long-term investment return on the financial.③There is no significant difference in "product image" dimension between local and non-local brands. But in "shop/service image," "corporate image"dimension, the non-local brands are superior to local brands. In "consumer perception" dimension, local brands are superior to non-native brands.The research on the model of brand image influence purchase decisions has a reference value to Chinese-style clothing companies, they can enhance brand image, and add the value of products with the research. Through the comparative analysis of two type brands, the reference value in learning the advantages of competitors and making marketing plans can be known too.