Research On Management Communication Between1436Cashmere Brand And Its VIP Customers

Erdos Cashmere Group promoted the luxurious cashmere brand,1436Cashmere Brand in2007, and fought for domestic market with various foreign luxury brands by1436Cashmere Brand. Luxury brands target at the few customers in the top of the pyramid. Since they are rare and cannot be copied, so they are very important to the brands.80%of brand profits are created by20%of customers, while the20%of customers are the VIP customers of a brand. The relationship with VIP customers is critical for the survival of a brand. In addition, the relationship relies on good management communication between a brand and VIP customers.Since2007, we have found many aspects to be improved and many problems to be solved urgently in the management communication with VIP customers. Brand visual communication effect, sales communication skill, and communication language standard shall be further improved. Complete countermeasures shall be formulated for problems in complaints. The establishment of multichannel communication mode also greatly promotes the interaction between a brand and VIP customers. Thus, a research on management communication between1436Cashmere Brand and VIP customers is carried out in this paper.Firstly, research background, research objective, research meaning, domestic and foreign research situation, research content, research method, main content, and overall framework is introduced in this paper. Secondly, relevant concepts and theories related to management communication are explained. Thirdly, as to sufficient analysis on current situation of1436Cashmere Brand, three stages including presales, sales, and aftersales are analyzed. Fourthly, problems in current management communication of1436Cashmere Brand are proposed. In the end, corresponding improving plans and strategies are formulated through the study on current problems of1436Cashmere Brand.