Research On Brand Positioning Of Foreign Trade Apparel Enterprises In The Process Of OEM Transformation

In 2008, as the world financial crisis came, China's export-oriented economic growth mode exposed potential crisis. The international market has a sharp drop in product demand of our country, and they cannot support our country's continued growth in exports. Production and investment of enterprises will inevitably shrink even collapse because that no market left. China's textile and garment industry also been affected.There are many foreign trade apparel enterprises in China, most of them are OEM enterprises. According to the RMB appreciation, rising costs of materials and labor, it's hard for foreign trade apparel enterprises to process steps forward. Therefore to increase the products'added value, create superior brand, open up the domestic market and transform to OBM enterprises are particularly important. Some OEM companies have mature processing conditions, but not yet available in brand-building experience.This paper, according to the domestic brand development demand of some foreign trade apparel enterprises, nine assumptions on correlations between brand recognition and product attributes were proposed after the summary of brand and consumer related theoris through literature and theoretical information review, then we will verify them. When take part in the research projects of an OEM enterprise's brand development process, we use statistical analysis tools and fuzzy comprehensive evaluation method to analyze the market situation based on DPM brand positioning theory in five dimensions after a investigation of dozens of city business district, competitive brand and consumer behavior. Combined with H enterprise's condition, we conduct brand positioning program planning and investment budget. This paper will provide valuable theoretical and methods of brand positioning for other companies.Main content of this paper:①Described domestic textile and clothing industry development and the situation of foreign trade apparel enterprises under the influence of the financial crisis. After reviewing brand positioning and consumers purchase behavior literature, we have a induction of brand positioning models, research methods, etc.②We have a in-depth analysis from macro environment, industries, competitors to enterprise based on brand positioning models. Through the market research, we use correlation analysis to get out the affects of various product factors on the brand awareness, then conduct preliminary brand positioning conception.③Using statistical software to analyze market investigation data including consumer basic information, shopping preferences and purchase decision-making factors. Through the factor analysis and fuzzy comprehensive evaluation method we refine consumer lifestyle impact factors. Then reliability and validity of the questionnaire were verified.④Combined with theory research and market analysis results, we proposed three types of brand positioning scheme according to different consumer segments. They are chief localization, the opponent orientation and neutral positioning respectively. After a brand positioning adjustment, we confirm a final planning.⑤According to the actual situation of enterprise's investment, product superiority and processing periodic, we have a market presence and store expansion plan combined with the expert's and related enterprise personage's interview. Then we make a reasonable investment scheme for the new brand in the future five years of possible income budget and feasibility analysis.