Study On The Promotion Value Affecting The Quality Of Garment Brand Marketing

Brand-building has become one of China's garment industry's problems that need urgent solution. The study on the quality of the garment brand marketing has become a matter of urgency. As the marketing communication process, promotion is one of the vital factors determining the success of brand marketing. China's garment enterprises seldom have a perfect promotion strategy model, there are many promotions such as the advertising wars, price wars which waste fund and seriously damage the brand image. In order to promote our garment enterprises to develop effective strategies to improve the quality of brand marketing as reference, in this thesis, promotion value of the garment brand is studied in the perspective of the relationship between consumers and brands, according to the differences in the degree of attention among different promotion value factors, the proposals for the garment brand marketing strategy are given. This paper is divided into four parts: In the first part, as the starting point in which enterprises think about brand marketing activities, the quality of the garment brand marketing is studied in the begin. Firstly, on the basis of references and analysis of key words in this paper the quality of the garment brand marketing is defined. And then five indexes including brand awareness, brand preference, brand purchase, brand satisfaction and brand loyalty are picked out as preliminary evaluation indexes of the quality of brand marketing based on the analysis of the relevant reference. Finally, the interviews with 12 garment brands further prove the reasonableness and feasibility of the setting indexes.The second part studies the core vocabulary of this paperpromotion. Firstly, based on the study on references, the range of promotion is defined and the related concepts are distinguished. And then a more comprehensive and coherent list of the garment brand promotion means is given adopting the method of brainstorming of team of professionals on the basis of references to promotions means.The third part combines the first one and the second one to study value the promotion to the garment brand marketing. First, the evaluation indexes for the quality of the garment brand marketing are analyzed, respectively, the role of promotion to quality indexes is thought about and the garment brand marketing beginning table is obtained. The beginning table is verified by the method of brainstorming and the final table reflecting the value of the garment brand marketing is given. Finally, after interviewing with experts, the final sentence and the sentence evaluation indexes are determined, the initial scale table of promotion value of the garment brand is obtained.PartⅣis divided into two small parts. The first contains the questionnaires for consumer and the analysis using the initial scale table of promotion value of the garment brand. The scale table of promotion value of the garment brand including five factors and 17 sentences expressing garment brand promotion value using factor analysis of SPSS. And then consumers have been divided into four types by cluster analysis of SPSS, the relationship table between the type of consumers and garment brand promotion factors is obtained. Finally, by a multiple regression analysis of SPSS, the equation of 5 garment brand promotion factor and 17 promotion value sentences is made. In the second part, by means of the 17 sentences in garment brand promotion value scale table, the effective means of garment promotions is investigated and studied. First, a questionnaire survey for marketing professionals conducts initial screening, and then the degree of importance is scored by a questionnaire survey of marketing professionals. Finally, by Excel data analysis the promotions means' importance ranking table of the garment brand is given relevant to the sentences expressing promotion value, and so is the effective promotion means summarized table of promotion value factors.In the conclusions of this paper, using the research results in the fourth part as a tool, The proposed model for the implementation of garment brand promotion strategy is given.The results of this study have some value in improving the quality of brand marketing in the way that garment enterprises study consumers and make effective marketing strategy; Meanwhile, in this paper, the process of value studying and the ways of establishing scale tables can be used as reference for relative studies.