China's Clothing Enterprises To Shape The International Brand Marketing Strategy Research

In the keen competitive clothing market of our country and foreign countries, Chinese manufacturing enterprises of the clothing are facing severe challenge. To implement tactics of the brand and build international brands is a kind of effective way to enhance international competitiveness of our country's clothing enterprises.The purpose of the article is focused on analyzing the tactics of brand to construct international brands for our country's clothing enterprises on the foundation of building brand theory, adopting the successful experiences of the international well-known brands of clothing, This article illuminates some main problems our country's clothing enterprises will encounter during the process of internationalizing domestic brands.The article is composed of five parts. The first part generalizes the development of our country's clothing industry, the shaping and development of world clothing brand and the current situation of domestic clothing brands. And then chapter two relates some theories about the building of brands identity, the brand extending and the management of brand structure. In order to construct international brand our country's clothing enterprises make use of the product strategy, price strategy, distribution strategy and promotion strategy. But the core of the four strategies is brand identities. These are discussed in the third part. And by chapter four propose our country's clothing enterprise to learn some valuable experiences of those international well-known brands of clothing. As well as the last part introduces our country's clothing enterprises should adopt some special strategies and choose a reasonable way while entry into international markets.