Study On The Rights And Interests Of A Spinning And Clothing Enterprise Brand Marketing Based On Influence

qWith the high-speed growth of Chinese economy, foreign trade, as one of the three pillars of Chinese economy, has achieved significant development. The import and export value of China has surged from USD 29.33 billion in 1979 to USD 1422.1 billion in 2005 and the export volume has soared to USD 762 billion. With the end of the five-year transition period after China accession into WTO, trade protectionism again gains certain ground in various countries. (Particularly, textile and garment industry, as a major export-oriented industry, is dramatically impacted) and the trade and technology barrier and trade conflict are escalating. At the same time, the Chinese government has gradually exercised more regulation over export. Presently, textile and garment industry is verging on the juncture of life or death. Technical innovation and brand operation is the only way out of the predicament and a solution to transform China from a large manufacturing country into a competitive one.The China business circle directs its attention to brand operation in the past one or two decades. With respect to theory and experience, China is far and few in between comparing to the century-old history in developed countries. This thesis sets out from the analysis of elements affecting the success of brand, particularly the research of elements for customers to perceive a brand emphasis is laid on the promotion of brand equity through the implementation of influential marketing.This thesis reviews and discusses brand equity and media influence's related literature firstly, proposing the conceptual framework of marketing influence based on the brand equity, then analyze media influence's mechanism to brand equity, on the basis we give the concept of marketing influence and strategy model based on"enterprise-media",and from the angle of clothing enterprises, find the value of media, develop activities with the media in the long-term by the numbers, pluralistic, so enhance brand equity through effective use of marketing influence.The thesis analyzes Marlboro brand's systemic and effective activities with media, adopt ash interaction theory to compute the actual operation effect, confirming our theory system and"enterprises-media"marketing influence strategy model.