The Research Of Strategy Management Of Richclad Brand In Mintray Garment Group

Chinese apparel textile exports ranks first in the world, but rarely clothing brands can have a greater impact in the international community, renowned domestic garment enterprises have tended to focus on the positioning of the middle and lower ends and low-grade clothing, first-line high-end market is monopolized by foreign brands. Chinese market has left too many gaps to foreign brands, for the healthy development of china's garment industry, the construction of high-end fashion brand of the state is urgently needed.This dissertation uses the relevant theories of brand management to research the forming, development and strategic management of the brand Richclad under the name of Group Mintray. Thus, the purpose of this study is to bring some reference to Richclad brand asset management, based on the theory of brand assets elements built by Aaker, to provide some thoughts for the vertical extension of Richclad brand, based on the theory of brand extension strategies, to strongly support the research of the strategic management of brand Richclad based on the use of 4C theory of integrated marketing.Specifically, the paper reviews the relevant theory of brand strategy study, analyzes the developing trend of the international, domestic apparel industry (leisure suits) and describes status of the brand Richclad of the Group Mintray; Secondly, through questionnaires and interviews, profoundly understands the expenditure and consumption features of the potential consumer, simply analyzes the advantages and disadvantages of the products. Then, through SWOT analysis, researchs the building of brands, such as market positioning, product development and development strategies; Finally, establishes the brand strategy system of the Richclad brand , including the market development strategy, market competition strategies, new product development strategy, integrated marketing communications strategy, Brand Asset Management development strategy and so on.This study analyzes the brand Richclad under the name of Group Mintray theoretically and systematically, which will have a significant impact on the development of enterprises, and also provide a useful reference on brand building of the same type enterprises simultaneously.