The Correlation Analysis For Clothing Marketing Theories And Practices In China

In 1978, the third session of the eleventh central committee of the Party had laid a good foundation for developing the clothing industry. In December 1983, the commerce department issued notice to canceling the tickets of fabric and cotton temporarily and beginning to supply the fabric and cotton. Hence, the clothing marketing was attracting more attention in China. Because of the special political and economic system in China, the connection between the theory and practice of Chinese clothing marketing has become a heat point for Chinese scholars.This paper focuses on the development line of Chinese clothing marketing theory and practice, analyses on the comparison between theory and practice in different period. The main research contents are as follows:(1)The development line of Chinese clothing marketing theories① According to the theory of literature metrology and the model of literature growth, we made a regression analysis of the yearly amount of clothing marketing literatures in Chinese academic literatures system by the SPSS analysis tool, to determine the development stage of Chinese clothing marketing theories.② According to the theory of literature visualization, we extracted the keywords of the clothing marketing literatures(3606) in Chinese academic literatures system by EXCEL macro program, in order to summarizing the keywords cooccurrence matrix. We converted the cooccurrence matrix to mutual coefficient matrix through the SPSS tool. It is concluded that we summarized the clustering diagram of keywords with in high frequency of Chinese clothing marketing literatures by SPSS clustering analysis method. According to the theory of literature visualization, we computed the centrality and density of keywords with in high frequency in different word groups of clustering diagram. Drawing the strategy diagram of Chinese clothing marketing theories reveals the main content and its maturity of clothing marketing research by Chinese scholars in different history stages.③ Based on 3642 clothing marketing literatures in Chinese academic literatures system, we screened 47 pieces as the typical marketing theories preliminarily. Finally we screened 41 pieces in ones through the questionnaire investigation. Hence, we drew the schedule of Chinese clothing marketing theories in accordance with two properties of the time and attribute.(2)The development line of Chinese clothing marketing practicesThe points in the three newspapers such as《The Chinese Clothing news》 and four periodicals such as《Modern fashion》were deemed as research samples. We picked out 766 pieces of Chinese clothing marketing practices in 1979 to 2014. We screened 116 pieces in ones preliminarily, and then we screened 45 pieces in ones through the questionnaire investigation. Hence, we drew the schedule of Chinese clothing marketing practices in accordance with two properties of the time and attribute.(3)The correlation between Chinese clothing marketing theories and practicesThe 766 pieces in Chinese clothing marketing practices were deemed as research samples. We picked out keywords of practices, calculating the frequency of the similar keywords. It is concluded that we summarized the propensity of Chinese clothing marketing practices in different history stages. According to the clustering diagram and strategy diagram of Chinese clothing marketing theories, we compared the correlation between theories and practices.