Research On The Marketing Strategy Of Fashion Brand With Chinese Traditional Cultural Characteristics In Wuhan

With the intensification of the globalization process and the continuous improvement of China's international status,a Chinese-style craze has sprung up around the world.This craze first swept into the design of apparel.Therefore,the study of costume culture based on the characteristics of traditional Chinese culture is increasing.However,most of the traditional Chinese cultural characteristics of apparel research are generally based on the perspective of apparel innovation design.For the whole market,it is necessary to study the marketing strategy of clothing brand with Chinese traditional cultural characteristics.This paper takes the consumers in Wuhan as the research object,mainly adopts the research methods of field investigation and questionnaire survey,supplemented by SPSS data analysis method,and this paper makes a systematic study and analysis of the marketing strategy of the clothing brand with Chinese traditional cultural characteristics in Wuhan area as far as possible.The purpose is to explore the marketing strategy of clothing brand with Chinese traditional cultural characteristics based on the theory of consumer behavior.In order to objectively give Chinese traditional cultural characteristics of clothing brand can learn from the brand development strategy.The first chapter is the introduction.Firstly,based on the research background of Chinese traditional culture,the significance of this topic is elaborated.Secondly,through the analysis of the relevant literature of the database,this paper clarifies the current situation of the relevant research in China and introduces and comments on the important research results at home and abroad.Finally,the research methods and the scope of the research object are briefly introduced.The second chapter introduces the current situation of the development of Chinese traditional culture-specific clothing brand.Firstly,the definition and characteristics of Chinese traditional culture-specific clothing are discussed in detail.Secondly,the development process and prospects of Chinese traditional culture-specific clothing brand are introduced comprehensively.Finally,the development situation and types of Chinese traditional culturespecific clothing brand in Wuhan are analyzed in detail.?The third chapter is about the construction of consumer behavior model of Chinese traditional cultural characteristics clothing brand.Firstly,the consumer's behavior theory is discussed in detail;secondly,through the analysis of relevant databases,the Pre-factors of Chinese traditional culture characteristic clothing purchase behavior are obtained,and the theoretical model of Chinese traditional culture characteristic clothing brand consumer purchase behavior is constructed;finally,according to the relationship between research variables and measurement,a questionnaire is designed.The fourth chapter and the fifth chapter analyze the consumer behavior characteristics and influencing factors of Chinese traditional culture special clothing brand in Wuhan.Mainly from the characteristics of consumers,consumer psychological process factors and marketing strategy factors are analyzed and studied,and the factors affecting consumer purchasing behavior are obtained.The sixth chapter is based on the research results of Chapter 4 and Chapter 5.Starting from the 7P theory of marketing mix strategy,it puts forward some suggestions for the operators and decision makers of Chinese traditional culture-specific clothing brands.The author draws the following conclusions.: (1)From the point of view of product attributes,we should enrich product series and broaden design techniques.(2) From the point of view of product price,we should make clear market segmentation and adopt reasonable price strategy.(3)From the point of view of promotion methods,we should choose appropriate promotion methods and seek diversified promotion strategies.(4) From the shop address,offline is bigger than neighboring international brands,online resident e-commerce platform.(5) From the perspective of tangible display,we should strengthen the display of brand culture and improve the display of merchandise mix.(6) From the perspective of personnel factors,we should pay attention to customer's consumption experience and use "fan economy" to drive it.(7) From the point of view of service process,we should strengthen the culture of service personnel and provide customized clothing service.The seventh chapter is to summarize the full text and analyze the limitations and prospects of the research.