Research On The Marketing Strategy Of YIDAFENG Cashmere Garment Brand

In recent years,the domestic textile downturn,to obtain high profits,many textile enterprises upgrade products into high value-added and high profit products of cashmere,cashmere enterprises blindly expand the scale,resulting in the imbalance between supply and demand of raw materials,at the same time as the market disorderly competition,the industry problems are piling up.China’s cashmere clothing brand competition is increasingly fierce,how to get advantage in the competition is a great strategic problem facing the cashmere garment enterprises.Strengthening the brand marketing of cashmere clothing is the only way.This paper aims to study the status quo of cashmere garment brand marketing and the existing problems through the analysis of the YIDAFENG company,using the method of literature research and investigation research,the research on YIDAFENG cashmere garment brand from brand marketing strategy angle,the marketing strategy is proposed to suit YIDAFENG cashmere clothing brand,hoping to find out the marketing strategy of cashmere clothing brand with universality.This paper introduces the related basic theory and concept,on this basis,further expounds the characteristics of YIDAFENG company facing the external marketing environment,and has carried on the SWOT analysis,finally puts forward the suitable marketing strategy of YIDAFENG cashmere clothing brand.