Research On The Strategy Of Brand Culture Communication In Domestic Market Of KB Company High-end Clothing

In the external environment and conditions to obtain a culture resourceadvantage with brand culture is not only the enterprise, but also the enterprise imageof the core, the basis of product image, and consumer awareness and understanding ofthe brand. Only representative of a corporate brand culture recognized by consumers,brand enterprises to set up, the enterprise products will have a market. So, somedomestic and foreign well-known enterprises have been committed to creating aunique brand culture, in order to adapt to the increasingly rapid consumerspersonalized consumer demand and the increasingly fierce market competition.Brand culture is to convey information to a brand culture marketing behavior ofconsumers. Through advertising, public relations, journalism, communication,product or service sales and other means, in order to improve the optimization in thetarget audience in the eyes of the brand awareness and reputation. Through brandculture communication, make the brand cognition for the vast number of consumersand the public, make the brand to obtain competitive advantage. But the brand culturecommunication effect, not only depends on the spread of quantity, but also depends onthe communication quality, especially the selection of communication strategy ofbrand culture is particularly important for brand culture communication.In recent years, the high-end clothing market profit rate and share are rising. Thisis a good thing for the domestic garment enterprises, encourage the domestic garmententerprises to high-end market force. At present, the domestic clothing market share isoccupied by the domestic garment enterprises, but because of the great attraction inChinese market, many foreign brands come to China, to the domestic garmententerprises, opportunities and challenges coexist.Chinese clothing enterprises only used more than ten years, the productioncapacity and product quality has been close to Europe and the United Statesenterprises which used for forty or fifty years, and even in some areas have exceededtheir. However, although China is the world’s largest clothing producer, but not reallygo out of the country; although Chinese production capacity is the same as Europeand the United States, but in the aspects of brand culture is unable to connect with theworld. Compared with foreign high-end clothing brand which have a hundred years ofbrand history, the domestic high-end clothing brand history is relatively short, the rich degree of brand story on fashion trend guide as well as the brand culturedissemination are unable to compete with foreign high-end brands, the attractive toconsumers is also lower than the foreign brands.We should realize that, simply rely on extensive investment and sales andsuccessful history has gone for ever, to enhance its competitiveness of the high-endclothing brand, they must be realized changing from the sale of products to sellservice and culture, promoting the manufacturing industry service, leading thebusiness model innovation. The high-end clothing brand from the provide a singleproduct to provide service as the core, to meet the diversified needs of consumers, thisis a high-end production services. This required to reduce the proportion of theincrease in production, design, branding, marketing and service product investmentratio. In addition to providing more basic function of clothing, increasing more otherservice mode, the added value of the brand, has become an important strategiccommunication of brand culture.In this paper, through literature research method, logical analysis method,experience summary method, case study method, network retrieval method with thebrand culture and brand culture communication theory as the breakthrough point,through the analysis of the status of domestic and foreign high-end clothing brandculture communication practice, find out the brand culture communication processgaps and deficiencies of domestic high-end clothing. Then based on the analysis ofthe supply and demand of the domestic high-end clothing in general and on marketsegments, to carry on the research of KB company’s current high-end clothing brandculture strategy. Combing through the analysis in recent years KB high-end clothingbrand development history and current situation, research on the present KB companybrand culture shaping and dissemination strategy, then the KB exists in the high-endclothing brand culture dissemination question analysis. On this basis, I will make theKB high-end clothing brand culture strategy suggestions, and hope to providereference for other brands in the high-end clothing brand culture strategy to improvetheir.