Research On The Using Of Chinese Element In Silk Garment Cultural Marketing

The Chinese position of silk state have been established in the Neolithic Age. As thetraditional industry of China, the silk garment has a distinctive ethnic characteristics, whichnot only affect the dressing system of Chinese nation, but also made an indeliblecontribution to the prosperity of the Chinese nation and the economic and culturalexchanges of East-West. With the return of traditional cultural values agree, theconsumer`s demand on the silk garment is not the satisfaction of taking performance, butalso the realization of cultural identity and self-expression. As a cultural consumer goods,how to successfully achieve the new development of silk garment has become to thecommon concern subject of all the silk industry related person. Based on this situation, theauthor seeks to explore the development of new silk dress.This article combines the modern management concepts with traditional culturalelements to explore the cultural marketing model of silk garment. The main research workis presented as follow.(1)Explore the connotation of the Chinese elements, classify the material elements ofChinese cultural elements, summary the traditional Chinese philosophy and aestheticcharacteristics, and propose the conversion method of Chinese element in modern design.(2)Explore the theory of cultural marketing, and propose the four implementationstrategies of cultural marketing, they are product strategy, brand strategy, pricing strategyand communication strategy.(3)Survey the consumer behavior, consumer awareness, consumer expectations, anddemographic characteristics of the consumer groups. At the same time explore therelevance of Chinese elements and silk garment, determine the larger relevance Chineseelements through the expert interviews.(4)Propose the using of Chinese elements in silk garment cultural marketing on thebasis of theory Studying and consumer groups researching. And discusses specifically from four aspects, such as product strategy, brand strategy, pricing strategy and communicationstrategy.(5)Based on the basic theoretical research this article simulate the brand design of silkgarment. From brand positioning, brand name design, logo design, brand culture creating,product design, product packaging design to store image design, through the analog designof all aspects, provide a reference to the using of Chinese elements in silk garment culturalmarketing.The using of cultural marketing concept in traditional silk garment industry will helpthe enterprises to form a distinctive brand identity and cultural connotations, and enhancethe market competitiveness. Hope to introduce the concept of cultural marketing to silkgarment companies, create the own brand with Chinese elements will become theimportant weapon to build high-end brands and get the rapid development.