Analysis On The Marketing Strategy Of Local Garmentbrand Taking "April" As An Example

With the development of science and technology,global economic development has become increasingly close,a number of international clothing brands enter Chinese market,resulting in the domestic apparel market increasingly fierce cruel competition.In this market environment,how to keep sustainable development through the implementation of brand marketing strategy is the major practical problem that China's domestic garment enterprises are facing.First of all,the paper describes the research background,purpose and significance,from the challenges,advantages and opportunities that domestic enterprise are facing for research and analysis.The paper also summarizes the basic theory of brand marketing strategy,in which the author focuses on combing the concept of brand,the basic theory of brand marketing and the related content of brand marketing strategy.Secondly,through the process of combing the development of local clothing brand and the research of brand marketing theory,the author makes a research on brand marketing strategy of clothing brand.The author study of the more successful domestic brands and foreign brands in China,"acclimatized" case.Through the analysis of clothing brand marketing application research to provide some reference significance for the questionnaire design and the found of brand "April".In the end,the thesis mainly discusses the brand connotation,brand culture,style concept and retail environment of the brand of "April ",which is based on the cognition of local clothing brands and the consumers' purchasing behavior.The author combined the theory and the questionnaire survey and designed the product design and the brand marketing specific plan of the own brand,hoped that through such bold attempt of own brand,can provide the valuable help for the local clothing brand sustainable healthy development,And then gradually promote the development of local clothing brands.