Meters/Bonwe~TM Transformed Chinese Traditional Clothing Marketing Promotionstrategic Analysis

Along with the improvements comprehensive national strength of China, the nation status and influence keeps getting stronger. Apparently, the importance of Chinese culture appears. During Third Plenary Session of the18th CPC Central Committee,《The comprehensive deepening reforms certain major issues decisions》emphasize the importance of building culture soft power:" Building socialist culture and ideology, strengthening soft power of Chinese culture." The policy reflects the importance of Chinese culture dissemination. Chair-man Xi and Madame Peng visited countries wearing customized Chinese clothing got global attraction. Chinese clothing as the important carrier of Chinese culture, should play a big role in new era. However, as the biggest global clothing fabrication country, Chinese domestic garment brand shares small place in global high-end clothing industry.In recent years, slow growth of global economy, cost increasing, Internet economy expanding, local Chinese clothing brands facing big challenge. On one hand, struggling enterprise transition to seize domestic market, on the other hand, facing the competition of global known brand rivalry.In thesis, based on the Chinese domestic known brand Meters/bonweTM marketing strategy, using transformed traditional Chinese clothing as the important aspects to promote. I did questionnaire survey, data acquisition and data mining, interviews, references reviewing. In assumption of Transformed Chinese traditional clothing facing market, apply the market strategic promotion plan of Transformed Chinese traditional clothing. Involves STP theory, customer communication, interactive marketing, word-of-mouth marketing.The concept of Transformed Chinese traditional clothing has lots differences according to Chinese traditional clothing. Transformed Chinese traditional clothing raise the new tendency of Chinese traditional clothing, appears with new design, more practical marketing strategy also with advanced management theories. In Chinese domestic clothing industry, that will be a significant way of clothing industry diversification.