Research On The Diagnosis Of Fashion Brand Marketing Quality

It is fact that the fashion industry has come into brand competition and the stratagem on price or advertising can't bring competitive superiority for company any more. Facing the rapidly changed economic, social environment and many international fashion brands, since we have the market to generate international brand and the capacity to produce international brand,how to improve the quality of marketing has become the root to change the state of China's fashion brands and the competation with abroad fashion brands. Therefore, the analysis of brand marketing factors and improvement of brand marketing quality have become an urgent problem for garment enterprises to resolve. This paper intend to make a research on the marketing quality of fashion brands, from the angles of diagnosis, and undoubtedly it will has important value both in theory and practice.This paper applies many kinds of theory subjects and analytic methods, from the angles of reference research, it gains some conclusions about the diagnosis of fashion brand marketing quality,such as definition, formative mechanism, effective factor, diagnostic principle, diagnostic method,diagnostic program and diagnostic model.Contents of the paper are as follows:Part one: Study on the interrelated references and theories. On the basis of interrelated theories, this paper systematically reviews and analyses the home and abroad research status of the two main keywords involved: brand marketing quality and diagnosis.Then the paper also make definition and analysis range of the diagnosis on fashion brand marketing quality.Part two: Study on the factors of fashion brand marketing quality. Firstly, the paper analyze the formative mechanism of the fashion brand marketing quality on the basis of theories; Then according to Philips' marketing process theory and the 4Ps, this paper educes twelve aspects and forty one factors,and this will be the basis for diagnostic indexes.Part three: Study on the diagnosis of fashion brand marketing quality. Firstly, the paper analyses the diagnostic feasiability of the twelve aspects and forty one factors as diagnostic indexes of fashion brand marketing quality by investigation. Secondly, on the basis of the characteristic of enterprise diagnosis and fashion industry, the paper put forward the principles for the diagnosis of fashion brand marketing quality to follow. Thirdly, the paper also make out a program to diagnose fashion brand marketing quality.Fourth, pointing out mathods of integrated and detail diagnosis of fashion brand marketing quality. At last, this paper put forward the diagnostic model of fashion brand marketing quality by three-dimensional of diagnostic principle, diagnostic program and the diagnostic method.Part four: Demonstration Research. Validates all the conclusions by X fashion brand.The diagnosis research of fashion brand marketing quality is the extendable research of fashion brand marketing, and the innovaion of this research has been proved by the check.