Study On Terminal Competitiveness Of Fashion Brands Based On Experiential Marketing

The experience economy as a new economic form, has penetrated into all aspects of economic life, and is becoming new economic growth point. With the rise of the experience economy, obviously traditional marketing can not meet the request of the new marketing environment. Experiential marketing which focuses on customer experience has become an inevitable choice for today's enterprises. China's apparel retail market is in a golden period of growth, while the competition between garment enterprises is becoming more and more fierce. The concept, "Winning in the end", has received a lot of attention in the apparel industry already, and the terminal building directly influences development of the brand.Among available information, studies on experiential marketing are rare, even if we are lucky to find some successfully, but most of these researches are basically qualitative, not quantitative. Terminal competitiveness is a relatively new concept and research on it is still few. Research on the relationship between experiential marketing and terminal competitiveness is even less.This essay's research is focused on terminal competitiveness of fashion brands. Based on the relevant theories of experienctial marketing and terminal competitiveness, from the perspective of experiential marketing, combined with the fashion brands own characteristics, an evaluation system about terminal competitiveness of fashion brands based on experiential marketing is proposed, what's more, by using analytic hierarchy process and principal component analysis, the evaluation index weights formula is worked out, which constitutes a model.The built model is verified through outdoor sports clothing, we have done a lot of survey by mystery customer method in the market of Shanghai, and build the sequences of terminal competitiveness.The main content of the research is as following:①Sum up the research of experienctial marketing and terminal competitiveness, give some definitions to some related concepts of experienctial marketing and terminal competitiveness, discusses the relationship between experiential marketing and terminal competitiveness, which is the foundation of proposed model.②The existing theoretical frameworks of experiential marketing and the existing evaluation models of competitiveness are analyzed. Constitute the dimension of terminal competitiveness, by referring to appliance and department store, an evaluation system of terminal competitiveness of fashion brands based on experiential marketing is proposed. The evaluation system is made up of five main factors, and in all 32 indexes.③To reflect different factors effects on terminal competitiveness of fashion brands, analytic hierarchy process and principal component analysis are used. These two methods determine the weight of each index in the proposed evaluation system and work out the formula. Thus, the evaluation model based on terminal competitiveness of fashion brands is built. We mainly give advices and suggestions on how to improve the terminal competitiveness of fashion brands according to the weight of the index.④The built model is verified by using the outdoor sports clothing as an example. We have done a lot of survey in the market of Shanghai and build the sequences of terminal competitiveness. At last, we analyse two sequences by analytic hierarchy process and principal component analysis, to compare the effectiveness of the two methods.