The Research On The Clothing Brand Endogenous Mechanism Under The Background Of The Humanistic Care

The new economy has deeply affected and changed the world, which is a era with theglobal participation, contradiction and creative society. The traditional marketing environmentand marketing concept has also changes a lot. Experienced in marketing1.0times productoriented and marketing2.0times consumer oriented, marketing leader Philip Kotlerprospectively put forward the concept of marketing3.0. It is a time around the humanistic spiritwhich the humanities concern become the main focus of enterprise marketing, and also willchange in value as the main driving force of the marketing. For this period of consumers, on theone hand, more rich materials meet make their demand is gradually turning to the higherlevel, that is, pay attention to the spirit of self-realization. On the other hand, because ofthe popularization computer, network and intelligent mobile phone, accelerating the social mediadevelopment, so information can be highly interconnected. This change makes consumers havemore right to know, and the more actively to participation in social activities and publisheda self-view. They focus on the realization of self-worth and pay attention to social hotissues, concerned about the natural ecological environmental problems. Therefore, they areparticularly hopes to find those enterprises which have common values. And consumers alsohope them will meet their personal physical and emotional needs, at the same time, on the best oftheir abilities to achieve common interest and the universal value in the society. Based on thisbackground, this paper focuses on the subject of humanistic care, and the key research onclothing brand endogenous mechanism. A clothing brand who wants to obtain the competitiveadvantage in the future development, it must adapt to the new marketing environment and deeplyto understanding of consumer demand. At the same time, it must be accept and use thenew marketing means, in this way to win the trust of consumers. The new marketing emphasison values and the humanistic spirit. Therefore, it is exploring and thinking about thefuture development of the clothing brand that in the background of the humanities concern to investigate the endogenous mechanism.The paper first explained two concepts which are clothing brand of endogenous andhumanistic care and the formation of two major theoretical model based on the brand ofendogenous evolution framework and brand value constitution model diagram. So this paperargues that, clothing brand endogenous mechanism is as value construction as the driving force,to structure brand vision, mission and spirit. The humanities concern about people asindependence and integrity of the human individual with thought, mind and spirit. And take fullaccount of the relationship among the man, nature and society.After combing the concept, the paper study deeply the relationship of humanistic concernand the clothing brand endogenous. The first analysis the reasons on humane care oriented inclothing brand endogenous development. Then analysis consistency between them. Finallyanalysis three external manifestation that clothing brand endogenous development of humanisticcare.On the basis of theoretical research, this paper selects the MUJI as a typical case tocarry on the thorough analysis. MUJI is a successful example of marketing3.0. It attachesto the universal dissemination of the brand value, and has a profound consciousness on humanistic concern. Firstly, it expounds culture foundation on MUJI, Japanese Zen, Analysis of its concept and connotation. Secondly, to deeply excavate the factors of endogenous development of MUJI. According to the theory model of the second chapter to the formationof endogenous development value of MUJI. Finally, the analysis product expression, visual expression and behavior culture expression in MUJI Endogenous development of humancare. This is not only the external manifestations of nature in the mechanism of clothing brand, but also the carrier of humanistic care.The results of this study are consistent with the theoretical model presented, so thesetwo models are inked to each other. The former expresses the brand vision, mission, values and spirit, and how they interact and the evolution of development, it is also the endogenous mechanism of brand. The latter explains the brand endogenous mechanism is how to embody the humanistic care, namely how to behave among the thought, mind and spirit. The infiltration of humanistic care in the brand of endogenous development process through performance products, vision and behavior. Based on the results of the study, this paper attempts to put forward some implications for research, and put forward the marketing proposals to clothing brand in future development.Research on the above problems and summarized we know it has a certain significance both the clothing enterprises or consumers. Especially for the clothing enterprise whichpractice marketing3.0, it is a time to explore the clothing brand endogenous mechanism which as the core of value and human care. And it is also a thinking that around the consumer and exceed consumer of the future development of the clothing brand，which standing on a height between Human nature and attention the overall social development.