The Fashion Brand's Terminal Marketing Strategy Under The Experience Economy

1. The study purpose of this thesisUnder the background of new economic period, in pace with the change of consumer' s love and the intensification of company' s competition, new mode of marketing—the application of experiencing personally marketing is imperative. As clothes purchaser, they hope to get a fine and unforgettable personal experience. In our country, this new mode is still in the pull-in stage, excepting of studying the advanced theory and using the successful experience, the company needs the advising which is in connection with our country' s reality, and the interrelated study in our country is few. The purpose of this thesis is to introduce the new mode to garment enterprise by introducing the experiencing personally marketing theory and analyzing the case. At the same time, this thesis provides a mew marketing method for garment enterprise by expounding that the garment enterprise how to design and make experience in it retail terminal.2. The basic content of this thesisThe study of this thesis is basically about the tactics of applying experiencing personally marketing in cloth retail terminal. Because of the appearance of the experiencing economy, the enterprise had to change its brand management strategy, the traditional shop image can not meet the customer' s need. This thesis provides several effective strategy for garment enterprise.This thesis firstly introduces theory of experiencing economy and experiencing marketing, and then points that the application of experiencing marketing in the cloth retail terminal is of important significant. The thesis expounds the marketing strategy in cloth shop in detail by combining theory with current situation of our country' s garment enterprise.