The Countermeasure Research Of The Present Situation Of Hunan Women's Brand Product Marketing And Development

This paper takes the planning work of Hunan women's brand product as the object of study, using the method of investigation, literature method, case method, analysis of the reasons for the decline of Hunan women's brand collective place, and find the existing problems in the product planning. By comparing the product planning of Hunan women's actual situation with Shenzhen, Hangzhou and other women's development area's product planning, reference to domestic and foreign apparel product planning theory, we have composed a standardized dress brand product planning work content and work flow, guiding Hunan brand product planning work to standardization and programmed development. This study consistent with the [2011] No.14 document issued by Hunan Provincial People's Council on the view for further accelerate the development of textile industry, helping to strengthen Hunan women's content building and has some practical application value in developing the technological innovation research.It consists of three sections, the first part mainly analyzes the seven reasons caused Hunan brand product planning status, but also studies the garment industry in Hunan and Hunan women's development. The second part discusses the work content, work flow of brand product planning, including research, product positioning, overall planning of product style in quarter, theme of product design and development, product orders and production under the technical information and so on. The third part is the actual situation for women's enterprises in Hunan Province, from the following five aspects "Strengthening the construction of brand meaning entrepreneurs from starting, Hunan Women take measures to build a product planning personnel, and strengthen women's enterprises in Hunan, the product planning department team-building, standardize product planning of women's brand in Hunan design management, to enhance women's enterprises in Hunan level of technical equipment ", to enhance women's brand planning work in Hunan, and revitalize the" Hunan costumes", giving the rationalization of the development of countermeasures. This paper conducted a preliminary exploration in the work content, work processes and design management of women's brand planning. I hope to give enterprises real benefits, but also provide for a reference to the development of vocational education in fashion design.