Research On Brand Strategy Of Inner Mongolia Siri Tiger Clothing Co., Ltd

Over the past 40 years and more since reform and opening up,China has made great achievements that have attracted worldwide attention.The expansion of the consumer market has provided a platform for the development of enterprises and multiple choices for consumers.People's demand for clothing changes from the basic thermal function to the pursuit of fashion,comfort and functionality.As the main group of clothing consumption,young people are more willing to pursue the trend of novel trends and prefer fashionable and beautiful designs.Companies are rushing to design and sell trendy clothing to meet the needs of young people.Popular logo is the general term of specific clothing styles.Different from luxury brands,popular logo is a niche original clothing brand that integrates designers' ideas on life,style and attitude into clothes.Inner Mongolia si rui tai ge clothing co.,ltd.operates popular logo clothing,design style avant-garde,novel,fashion,after several years of development,has achieved a certain degree of popularity,has won a large number of fans.However,when many popular logo enterprises make efforts in brand marketing,seretag's development has been challenged.Problems such as unclear brand positioning,blocked brand communication and poor brand marketing effect have affected the development of the brand.This paper aims to study how seretag promotes brand loyalty.Firstly,it analyzes the macro marketing environment of seretag from the aspects of politics,economy and social culture.Secondly,through the statistical analysis of the data of physical stores and customer questionnaire survey,the micro environment of enterprises is analyzed to clarify the purchase demand,purchase motivation and customer value of consumers.Thirdly,SWOT analysis was used to analyze the competitive environment of seretag,to clarify the advantages of seretag in terms of differentiated clothing design,integration of brand culture into traditional cultural elements,and establishment of modern marketing network system,as well as the disadvantages of lack of professional marketing talents and shallow breadth of store resources.Fourthly,through the analysis of the questionnaire,the problems such as unclear brand positioning,blocked brand communication and poor brand marketing effect are obtained.Finally,the brand asset model is used to analyze brand awareness,quality awareness,brand association and brand loyalty.Advertising,public relations,word-of-mouth marketing are used to create brand stories,improve clothing fabrics,design diversified styles,cross-border cooperation,refine brand positioning,extend industries and product lines.Promote cross-level cooperation,use a variety of promotion methods to enhance brand loyalty.The study of this paper has some reference significance to the planning of seretag brand marketing,and also makes a case supplement to the brand marketing theory of clothing enterprises.