Research On The Brand Portfolio Strategy Of Semir Based On Performance

With the increase of the residents' income,consumer spending is rising in clothing.China is gradually becoming the biggest garment market of the whole world,attracting a great number of foreign brands and domestic brands emerge unexpectedly in the fierce competition.Due to the conceptual changes of consumer groups,they pay more attention to the individuation and quality of products.In order to improve the performance,lower the risks and meet the various demands of different customers,many enterprises establish several brands by creating,acquiring and agenting brands to expand the market and carry out brand portfolio strategy.Zhejiang Semir Garment Co.,Ltd.is a company that carries out the brand portfolio strategy and owns two big clothing brands,Semir and Balabala.How to optimize brand portfolio to raise company achievement in the competitive circumstance has been the problem that business managers pay attention to closely.Through the in-depth research and analysis of performance-based brand portfolio strategy,this paper aims to analyze the relationship of firm value between Semir and Balabala.And it also aims to analyze the collaborative development relationship between these two brands by adopting both qualitative and quantitative analysis.Finally,this paper puts forward some suggestions by optimizing brand portfolio,and providing reference for other enterprises.Firstly,the author combs the relevant literature on brand portfolio research at home and abroad;secondly,the author elaborates the theory of brand combination and evaluates the enterprise performance method;thirdly,the author organizes the development of the two brands Semir and Balabala and analyzes the company performance,drawing a conclusion that the performance of Balabala is better than Semir.Finally,through the use of correlation and regression analysis method and systematical method,the author analyzes the relationship of firm value between Semir and Balabala,and the collaborative development relationship between these two brands.This paper concludes that their corporate performance of Balabala is higher than the Semir,the coordination of the two brands are reluctant.Based on the analysis results,the author proposes improvements for Semir,which is available for reference.