Font Size: a A A

Research On Clothing Retail Terminal Media As “Eachway” Clothing Retail Example

Posted on:2016-11-02Degree:MasterType:Thesis
Country:ChinaCandidate:J X HuangFull Text:PDF
GTID:2309330479450083Subject:Business administration
Abstract/Summary:PDF Full Text Request
In recent years, with the rapid development of the domestic apparel industry in our country, the domestic clothing brand competition is increasingly fierce, various clothes are serious on brands and stores sales, new products constantly, marketing strategy emerge in endlessly; And foreign many well-known clothing brand with its advantages, to take the Chinese market in succession; Especially in recent years the rapid development of electronic commerce, “experiential marketing” and “brand consumption” bandwagon swept across the entire apparel industry, make originally very competitive clothing making it difficult for the market. Therefore, how to face an increasingly competitive market, seize the consumer buying behavior and purchasing psychology, to better meet the needs of the customer diversification, becomes one of the important subjects at present our country most costume sales brand.Terminal shops as ultimately of clothing product sales also can reflect the best position of innovation and value-added enterprises. Terminal retail stores have become the key to many clothing enterprises fight for market. Clothing brand competition from product competition, competition to the terminal shop image. “Terminal media everything” is put forward for the enterprise to interact with consumers find the best way.Based on visual marketing, corporate image, the dissemination of media everything theory as the foundation, choosing the national famous clothing brand " EACHWAY " as the case material, discussion and analysis of the clothing store terminal media everything motivation, characteristics, operation mechanism and application of the strategy.The research content of this article mainly divides into six chapters; a brief overview is as follows:First introduced the thesis research purpose and meaning, research contents, research methods and ideas;Then expounds the definition, characteristics and core elements of terminal media everything related to the content, provided a brief overview of the current using status quo of China’s clothing retail terminal, which leads to the subject.Then based on visual marketing related theory, the paper expounds the clothing store terminal media everything related theory, these theories mainly includes “EACHWAY " of cultural connotation, characteristics, and “EACHWAY" brand core elements.Once again focused on“EACHWAY” clothing store terminal media everything running mechanism, mainly from the push, push, push, in three aspects: building terminal media model is introduced.Finally this paper analyzes the“EACHWAY” clothing store terminal media everything marketing strategy。In this paper, we study conclusions and experience.
Keywords/Search Tags:Clothing Brand, Terminal Shops, Culture, Visual Marketing
PDF Full Text Request
Related items