Marketing Network For The Promotion Of Clothing Brand Value Influence Analysis

With the gradual opening of global markets, People’s pursuit more and more highfor clothing, as well as foreign brands have entered China’s clothing market, the domesticgarment enterprises are facing those severe competitive challenges. Chineseenterprises should have their high-value brand to calmly deal with it, so it’s importantfor China’s clothing enterprises to increase sales, expand market share, enhance brandvalue. Develop, enhance a brand-value of the brand first to let targets and potential usersoften see the brand, because the brand-value will ultimately comes down to the purchaseof the user behavior. That is to let the user buying process fell happy, less mistrust andworry, then easy to think of you, and after familiar with you. To achieve this effect,itwill need strong channel support, especially to strengthen the sale terminal design,management and increase in regional market penetration. Enterprise to occupy theinitiative in marketing, not onlyto strengthen the control of the intermediate links, butalso to coordinate the channel members, and guide them facing the unity of purpose,improve the efficiency of sales, and finally formed an enterprise sales system of organicextensions---enterprise marketing network. Marketing network can effective coverageof high market space, through institutional arrangements within the network, membersof the management,and the control of implementation, making the variousfactors affecting product sales can be controlled, and make it to the benefit of the firm’stotal target direction, which greatlyimproved the company’s marketing strength, and thefinal run through a good network to enhance brand--value and strength.Based on the needs of these practical problems, through the induction of relevanttheory and analysis of he study of marketing channels,t, summarized on the marketingnetwork of research, identified the concept of corporate marketing network, featuresand research framework. On this basis, Use of expert interviews, and fieldresearch methods, combined with the reality of many apparel companies to designmarketing network and brand value survey research. Which had a small sample of thefirst pre-test, the development of a form of marketing network latitude, and then a formalinvestigation questionnaire. According to research results, and data analysis, identification and garment enterprises constitute the two latitude marketing network, andthrough factor analysis of the various constituent elements were verified. Furtherwiththe SPSS statistical tools, the use of descriptive statistical analysis, reliability analysis,validity analysis, factor analysis, correlation and regression analysis and other methods toverify the hypothesis of a clothing and apparel brand marketing network between thevalue of relationships. In the above study, based on Guangdong and Shaanxi and otherplaces of the garment for the empirical study, to build a marketing network ofthe elements of the model. Finally, get a comprehensive theoretical and empiricalresearch results, finally a draw final conclusions and recommendations.The results show that:(1) network layout was significantly associated withthe brand value; channel model, channel length, channel density has apositive effect on brand value.(2) network nodes was significantly associated withthe brand value; brokers,manufacturers, marketing team for the brand value has apositive effect.(3) network terminal value of the brand significantly related: end retailand sales promotion has a positive effect on brand value.(4) network management andcontrol was significantlyrelated to the brand value: channels of control, the pricesystem, the information capacity of the brand value was significantly correlated.