Evaluation And Enhancement Of National Brand Substitute Capacity Of Chinese Costume

The development of the country depends on the economy,the economy is also the lifeline of the nation,and the national brand is the symbol and spiritual carrier of the national economy.The emergence of national clothing brand in China is the trend of the development of China's clothing brand and a major strategy of national development.However,as the mainstream of apparel brands,apparel national brands occupy a smaller share in the apparel market for Chinese consumers.On the contrary,international brands occupy a leading position.Therefore,scientifically evaluating the substitution ability of Chinese national costume brands and realizing the substitution of Chinese national costume brands for international brands has become an urgent requirement of the times.Therefore,based on the literature analysis and grounded theory,we explores the concept of national clothing brand and brand substitution ability,constructing the evaluation index of substitute capacity.Then finishing the interview core entries and drawing on existing questionnaires,we form 32 measurement items.Through the pre-experiment data analysis,we delete the items that do not meet the conditions,getting 24 measurement items.Finally a formal measurement scale is built.The questionnaires are distributed and 398 valid questionnaires are obtained.After descriptive statistical analysis and reliability and validity test of the questionnaire data,we employ factor analysis to explore the dimensions of substitution ability of Chinese national costume brand,forming the measuring scale.Finally,we measure the national brands' substitutability status of Chinese apparel through the scale,and give the countermeasures and suggestions on how to improve the substitution ability of Chinese apparel' national brands based on the evaluation results.The main creative work and conclusions are as follows:(1)Based on the research of national brand,Chinese clothing and substitution,we clearly define the stage of development of Chinese clothing,the stage of development of substitution of Chinese clothing and the substitute of national brand.And further we explains the connotation of substitution ability of Chinese national costume brand.Based on grounded theory,combined with the research results and insufficiency of national brand,Chinese clothing and alternative,take the national garment brand of China as the research object,and we explore the dimension division and measurement index of substitution ability of Chinese national costume brand.It provides the theoretical basis for the substitution ability of national brand in the future.(2)Based on grounded theory and factor analysis,the evaluation model of substitution ability of Chinese national garment brand are constructed.It includes advanced brand concept,brand strategy planning ability,brand marketing,brand image and product design,government support and 24 measurement indicators.And through the measurement model,China National Garment brand,men's national brand,women's national brand and choose the national brand alternative ability are evaluated.(3)Through the research on the substitution ability and the evaluation of each dimension,it is found that the substitution ability of national costumes in Chinese costumes is relatively low and in a low-intermediate development status.At the same time,we find that the planning strategy of brand strategy takes the most weight,and the second ones are the weight of product design and the advance of brand idea.Therefore,it is more important to consider the advanced nature of brand concept,the ability of planning of brand strategy and the ability of product design to substitute for Chinese national costume brand.