The Application Of Mobile Marketing In The High-end Clothing Brand In Our Country

With the high-speed development of mobile communications, China’s consumptionenvironment has changed, from the traditional entity shop online virtual shop until now, thetransfer of marketing platform, as well as traditional shunt makes many enterprises subjectedto a certain degree of impact, however, facing the great challenge of electronic commerce,traditional brand clothing enterprises need in the acceptance of Internet channel consumptionbut also keep up with the trend of the consumption of new marketing channels. And derivedby the network marketing mobile marketing is currently popular consumer habits ofmarketing methods, for the traditional in the high-end clothing brand, if you want to continueto maintain a high market share, you need to own the original brand marketing combinedwith emerging mobile marketing, to provide customers with more excellent shoppingconsumption environment. Therefore, this paper aimed at the mobile marketing of high-endwomen’s clothing brand marketing strategy of the research is particularly important. In thispaper, starting from the concept of mobile marketing, currently used in the clothingenterprises the proportion of larger mobile marketing research as the breakthrough point,in-depth for the essential characteristic of modern mobile marketing theory, combined withthe interview research to individual consumers are factors that affect consumers to participatein mobile marketing, and is verified through the questionnaire survey way. The specificcontents of the study summarized as follows:First of all, the current existing mobile marketing do a summary of the concept,characteristic, and can be applied to analysis of the concrete operation scheme of high-endclothing brand marketing plan. Second, at present has been the implementation of effectivemobile marketing scheme of enterprise do case study analysis, summarizes its successfulexperience and the various links of conception, positioning, marketing plan analysis, andSWOT strategic analysis for mobile marketing strategy.Again, through the theory of marketing related AISAS consumer psychology model andfour theoretical model analysis, I concluded that the five factors that affect consumers toparticipate in mobile marketing, puts forward assumptions. And through an empiricalanalysis of the questionnaire survey, using SPSS20.0descriptive analysis of data of frequency,factor analysis to to verify this hypothesis indicates that the main factors affecting consumerparticipation in mobile marketing. Then, according to the four major factors that affectconsumers to participate in the shopping to construct based on mobile marketing of high-endwomen’s clothing brands in virtual platform. Finally, the empirical results above and the building consumption simulation platformfor the mobile marketing in the future put forward relevant Suggestions of the developmentof traditional costume. Through the analysis of the marketing strategy of mobile marketing,not only for the continuation of traditional high-end women’s clothing brand development hasa certain guiding role, but also for the future of a traditional garment industry marketing trend,the development of traditional garment industry for the future provide theoretical basis forreference.