The Study Of Clothing Brand Crisis Early Warning System

With the growing process of economic globalization and the pace of reform constantly increasing, a variety of brands are always challenges and opportunities in a complex market environment.So the clothing brand is. As the clothing brand in the development of the brand on the road, there are many uncertain factors, such as brand equity, brand management, brand changes in internal and external environment, thus clothing brand crises are inevitable.In order to be able to maintain the continuity of clothing brand, while the face of these crises, clothing enterprise needs to be manage in advance,matter and post for clothing brand.Crisis management in the enterprise, the most important thing is to do a good job of prevention, as much as possible the crisis nipped in the bud, and do "a preventive measure". Therefore, the clothing brand Crisis Early Warning System becomes very important.Thus, this paper is to study the clothing brand, based on brand management and crisis warning management theory, combined with the definition of the clothing brands crisis, analyzing causes of the clothing brand crisis from clothing brand equity, clothing brand management and inside and outside of the clothing brand environment,and initially build a clothing brand crisis early warning system. And on this basis, the paper builds a evaluation index system on clothing brand crisis situation that targets the security situation on the evaluation, meanwhile the clothing brand crisis early warning system can take measures for the evaluation of the results accordingly. The clothing brand crisis can be really prevented.The framework of this study includes eight sections:The first part of this study was to clarify the research background, object of study, research significance, research methods, the framework of research and innovation point.The second part is mainly exposing and summarizing an in-depth research on brand management, crisis warning for the next crisis warning of clothing brand laid a solid theoretical basis.The third part is mainly to analyze the causes of the apparel brand crisis.As the clothing brand mismanagement can cause the deterioration of assets, thus the main reason that clothing brand crisis can be considered is the deterioration of clothing brand equity and environment, among the deterioration of brand equity which is the internal reason and clothing brand deterioration of the environment external.However, the article further analysises clothing brand assets, clothing brand management and clothing brand environment aspects specifically.It provides certain foundation for garments Brand Crisis warning System and Apparel Brand crisis situation evaluation.The fourth part is to build brand clothing crisis early warning system.The clothing brand crisis warning system was constructed by analyzing clothing brand preliminarily,and analyzing such fundamental elements of organizational structure,warning information system,evaluation system,warning method and countermeasures system of clothing brand crisis warning system constructed, also discussing two aspects work contents of the system including security warning analysis and safety precontrol strategies.That is,clothing brand crisis early warning system analyzes the value of monitoring indicators to determine the clothing brand that is in a safe, Asian security, low risk, crisis or serious crisis finally by monitoring, identification, diagnosis and evaluation of clothing brand information, and then takes the appropriate measures to prevent the clothing brand crisis.Thus, Fujian clothing brand crisis early warning system has some significance.The fifth part is mainly monitoring indicators analysis of the clothing brand crisis early warning system. According to the principles of construction index, the clothing brand crisis early warning indicator system is constructed initially based on apparel brand equity, brand management, clothing brand environment.Evaluation indicators on clothing brand crisis are divided into two categories of qualitative and quantitative, while its index set.The sixth part is mainly the analysis of the clothing brand crisis evaluation method. On the basis of the characteristics of the analysis on apparel brands crisis situation assessment fuzzy comprehensive evaluation method is chosen as the evaluation method in this study.Meanwhile, the evaluation method is introduced.The seventh part is mainly to choose A garment brands for crisis early warning system case study in fujian. Clothing brand crisis early warning system evaluates the crisis situation of a clothing brand in Fujian using fuzzy comprehensive evaluation,and come to evaluation vector B '= (0.3233,0.3948,0.1802,0.0825,0.0193), then according to the fuzzy math in the principle of maximum membership, the crisis situation of A clothing brand in Fujian is "Asian security".And it then prevents the clothing brand crisis through the system taking appropriate measures.The eighth part is mainly summarizing and reviewing on research, and proposing further research proposals.