Research On The Brand Management System Of Clothing Enterprises

As a major strategy for manufacturing power,brand strategy has been received the attention of all the society.After 30 years efforts,the brand building towards China textile&Apparel industry has made great progress.However a large number of enterprises lack of brand building methods and guidelines.In recent years there are many typical theoretical researches on brand management at home and abroad,meanwhile domestic related agency began to explore the brand management methods of industrial enterprises and for textile industry.However,we must take full account of the reality towards brand development speed of garment enterprises ahead of other industries and complexities of brand types in the industry.It will be constructive to do the research on brand cultivation management system conform to features of apparel industry,which could adjustment in systematic and improper operation.Based on literature search and material analysis,this paper sums up the status of brand building in comparison of domestic and foreign brand-related theoretical research.The enterprises focus on innovation,personalization,fashion and cultural connotation of the products.However,the brands are lack of core competitiveness,systematic,scientific and applicable brand cultivation for management systems.This paper compares the elements of brand management with the characteristics of garment enterprises.By the means of questionnaires and expert argumentation,the author puts forward the key elements of brand cultivation for management systems.Based on the status quo,the paper puts forward the system.The paper proposes different concerns of the enterprises on building management system.The paper puts forward the first brand management system for garment enterprises and sums up three characteristics of the system:interconnection,dissimilarity and dynamic.The brand management of enterprises is regular,personalized and constantly perfected.