Quanzhou Clothing Brand Marketing Research

Along with the changes of domestic and international markets, consumers not only pursue quantity and quality, but also pay more attention to taste and grade of clothing. Therefore, brand is becoming a significant signal, which helps people to distinguish various clothing goods in the market. The coming of brand era impels clothing enterprises to transfer from production concept, sales concept to marketing concept with highly brand conscious. The enterprises take the initiate to build and spread brand, to offer an ideal brand image to target consumers. Catering to the product appeal of target consumers, enterprises obtain consumers' concern and preference, even trust and loyalty. The value and benefit of brand make enterprises possess more superiority in the ardent competition, growing stronger and stronger.Quanzhou is one of the city producing a great quantity of clothing in China. The brands of Quanzhou clothing enterprises was build in 1980s, going through its phases in establishment, spread and development. Now, the brands has been known to most people in our country, having their own regular consumers. However, it is not enough. Either in the domestic market or international market, the influence and regional extension of Quanzhou clothing brands has been limited and short of powerful dominant factors when competing with similar product brands. It is far away from the planning and goal of Quanzhou clothing industry and enterprises, which requires enterprises to conduct effective brand marketing and management.The paper states theories on brand and brand marketing systematically, presenting respectively the defenitions, features, compositions and functions of brand and brand marketing, and introduces the connotations, features basic procedures of CI and CIS, to prepare for a better theoretical foundation. Summarizing the brand developing phases and status quo of international and domestic clothing enterprises, then the brand building and spread of Quanzhou clothing enterprises, analysing their inner and outside situation by means of SWOT to make a explicit goal of brand development and to work out brand marketing strategies. It raises the key points of brand marketing by three aspects: the quality of product and service, brand orientation and brand maintain, brand transmission and brand recognition. And it discusses some innovative points of brand marketing, such as idea innovation, product innovation, marketing innovation and profit model innovation. Enterprises put forth effort to achieve top reputation in industry and become the priority selection of consumers.