Building Of Silk Brand Image Based On Silk Culture

Chinese silk is famous for its excellent quality,exquisite colors and rich cultural connotations.After long-term development,Chinese silk has penetrated into many aspects such as culture,politics,economy,society and life.Therefore,the formation of silk culture has become an important part of the Chinese national culture.China has strengthened cooperation and ties with countries along the route,bringing more opportunities to the development of the silk industry.Silk culture has also become a representative of Chinese culture.With the more extensive and in-depth understanding of silk culture,silk culture has gradually been given more economic factors,and more companies have adopted silk culture as an effective way to establish corporate image and enhance their influence.China's silk has entered the stage of independent brand from the stage of OEM processing,but the brand homogenization phenomenon is serious and lacks well-known brands.At the same time,in the era of economic and cultural integration,consumers are paying more and more attention to the cultural connotation and value concept contained in the brand when choosing silk products.By using cultural marketing theory,using silk culture to build silk brand image,let culture Value is attached to the brand,enhancing the added value of silk products and brands,achieving the goal of win-win for consumers and enterprises.In view of the above situation,the paper studies the related theoretical knowledge of silk culture,clothing brand image and cultural marketing;analyzes the development history,current situation and problems of Chinese silk brand building;and studies the performance of silk culture in cultural marketing Forms,analyzes the necessity and feasibility of the construction of clothing brand image based on silk culture;through the market questionnaire survey in Jiangsu area,understands the basic information and purchasing behavior characteristics of silk consumers,as well as the silk culture and silk brand Cognition;comprehensive basic theory research,macro industry status analysis and micro silk consumer research,from the product image,shop image,service image and propaganda image explored the silk brand image construction strategy based on silk culture.The main conclusions are as follows:1.Using the long history and profound characteristics of silk culture,the status quo and problems of brand building in China are investigated.The use of cultural marketing theory has its necessity and advantages for silk brand image construction;2 based on silk The construction of cultural silk brand image needs to be systematically planned from the whole.The silk brand image construction based on silk culture needs to be consistent with the brand positioning of the brand,and it needs to reflect the stereotype of individualized characteristics;3 discover the silk consumption through market research.There are two types of intellectual consumption: consumption and consumption.The number of consumers of the two types is not much different.In the process of silk culture promotion and brand image construction,attention should be paid to ensuring product quality,such as product quality and style design.And color matching.