Design And Promotion Of Minority Clothing Brand Epoch Based On Consumption Experience

In the new economic era of informationization and globalization,the traditional business models and thinking patterns have changed.With the improvement of the national economic level,consumers' consumption consciousness began to turn better,and the structure of consumption demand began to upgrade.In the past few years,the marketing model that relies on demographic dividends to make profits will probably be phased out,and the low-priced rise of the electronics industry has begun to transform.This change is the change of consumers' consumption concept from price-oriented to service-oriented,which means that consumers begin to accept and pay a premium to purchase products matching their self-value,including the external packaging and brand recognition.This change is from purpose-oriented to user-interaction-oriented in the process.Firstly,on the basis of carefully studying consumer psychology,consumer behavior,community economy,consumer experience,differentiated marketing,lifestyle and other related works and literature,combined with the prominent problems existing in today's clothing consumption market,from the perspective of experiential marketing,this paper defines the concepts of niche,experiential marketing and the demand structure system of consumer experience.Based on the theory of consumer experience and customer value,this paper designs and compiles a questionnaire of consumer experience in the clothing demand system,and carries out data analysis to lay a foundation for empirical research of consumer experience in clothing demand system.According to the data and results obtained in the third chapter of this paper,it designs a promotion scheme of clothing brand based on consumer experience.In the fourth chapter,taking the successful brand of experiential marketing as an example,this paper systematically summarizes and summarizes the experiential marketing strategy of Epoch,the minority clothing brand,and classifies the experiential marketing system of customer experiential value of minority clothing brand,and establishes the corresponding model,so as to provide more systematic and comprehensive opinions for the transformation of domestic traditional clothing enterprises and to provide rigidity.Starting small group clothing brand provides feasible marketing strategy and theoretical basis.In the serious market phenomenon of clothing homogenization,brand personalized positioning and differentiated marketing will become the core competitiveness of the brand.In the next few years,the clothing brand market will be more subdivided and precise.If clothing brands want to stand out in the Red Sea,they need to more accurately locate the brand image,precisely analyze the target consumers,and create a comprehensive experience environment for them.