Research On The Path And Strategy Of Product Branding In A Women’s Wear

With the continuous decline of the foreign trade environment in recent years,the domestic women’s OEM enterprises in the low-end part of the industrial chain are faced with the plight of weak profitability and the lack of the initiative to operate.In this case,the domestic women’s foundry enterprises must consider creating their own brands is the correct way to solve the current predicament,and the creation of brands is also an international experience in the transformation and upgrading of garment foundry.In this paper,the comprehensive contract various clothing brand upgrade paths are available,and use of abundant data and a visiting research enterprises,the further study of the domestic garment processing enterprise transformation development mode of high-end brand fit path selection and its realization strategy.First,this paper introduces the garment enterprises in our country,both inside and outside environment and the development present situation,and then on the basis of existing research on the basis of the theory of brand creation,brand evolution patterns are analyzed related to complete the brand the path selection of species,and expounds the to walk the road of brand practice course at home and abroad,points out that create their own brands is the inevitable choice for the sustainable development of our country enterprise break through the dilemma.Second,using literature method,inductive deductive method,comparative method and so on in detail discusses the enterprise brand of path choice category and its strategy,and analyzes the various restrained conditions,limitations of the path,then this paper builds the enterprise own brand creation path model in our country.In order to further analysis and supporting the building of theory model,this paper USES the case method has chosen AS clothing OEM enterprise case study in detail,more vividly shows the foundry enterprises how to use the path to accomplish their own brand strategy process.Finally,based on the above analysis,this paper points out that the case company AS walk path by the effect of low expectations,summarizes the existing problems.In this paper,and then to AS clothing OEM company virtual management phase of the path to the local adjustment,increase the path selection of richness,and strategy on AS company on the basis of continue to use the original way mainly in marketing and market digging depth has been optimized,which makes it more in line with AS corporate branding process.