The Relationship Research Between Marketing Mix Strategy And Brand Equity

Brand equity is the frontier theory of brand research,is one of the focuses of marketing industry.Domestic and foreign scholars have under- taken extensive researches on the constituent elements of brand equity, measuring methods of equity, mechanism of brand equity, and done a lot of empirical researches based on the fast moving consumer goods and services industries.This study will recommend relevant theories of brand equity into the garment industry,expect get some new explorations, get some meaningful results, provide references for building brand equity in the apparel industry.The following two questions have been studied in the paper:Firstly, has built brand equity dimension model by understanding Chinese consumers' awareness of garment brand equity;secondiy,has analyzed the mechanism between the Marketing mix strategies and the dimensions of brand equity by seting the marketing mix strategies as the front factors of the dimensional model.The paper adopts a method of theoretical analysis and empirical research,FG interview method,extract the marketing mix strategies which consumer pay more attention to,by setting garment brands as the research object, arrange and summarize the consumers'knowledge view of brand equity;Through reading a lot of the literatures, the paper think that the Aaker model can be applied to the study of garment brand. The article has constructed the model of brand's marketing mix strategies influencing on the dimensions of brand equity, based on the Aaker model andrelated scholars' research.In addition, the article will put brand utility into the model to study as the new dimensions for a new exploration except the perceived quality, brand awareness, brand loyalty which had been invovled in the Aaker model.The paper article has set questionnaire based on the relevant scale and the study conclusions,400 question naires were distributed and 349 valid questionnaires were collected, after questionnaire data analysis by the use of spss11.5 and lisrel8.7, latent variables in the model have got good reliability and validity.In order to study significance of relative path of the model and the model's fitting results, the article has conducted the path analysis based on the use of structural equation statistical methods. It was found that the 9 paths of model does not pass significant test, and the remaining 27 paths pass the test of significance, the article give explanations about the paths which does not pass significant test; Model fitting coefficients show that the model has achieved better Fitting effect.Subsequently, in order to increase the accuracy of the model, The paper has revised the model by removing the path based on the the previous model, after re-run, relevant indicators show that the revised model's fitting has improved, more accurate and reliable than the previous model.Finally, the article has drawn inspiration of practice based on the conclusions,which include the inspirations of brand equity's dimensional model and marketing mix strategies affecting brand equity dimensions. Articles thought that:(1) the amended Aaker's five-dimenSional brand equity model is applicable to the brand equity research of garment industry in China, perceived quality, brand awareness, corporate associations, brand utility, and clothing brand loyalty constitutes a dimension of brand equity Degrees,the assumed brand equity model is verified, the model's paths relationship between the various dimensions of the model has passed the test of significance; (2)In the relational model of the marketing mix elements to brand equity dimensions, although the relative pathes hasn't passed the significance test, but the relationship of the marketing mix strategies on the impact of the dimensions of brand equity has been vetified. (3) dimensional model of garment brand equity, brand utility is a important dimension, which is between the garment brand perceived quality, garment brand awareness, garment corporation associations and garment brand loyalty, which is helpful to fornation of the garment brand loyalty and has a significant impact on the overall brand equity.Then, the paper proposes limitations of the study and research prospects.