Study On Impact Factors Of Brand Competitiveness Of Shaanxi Garment Enterprises

Since the 21 st century,the development of brand has been paid more and more attention by more and more countries.Garment industry is one of the important pillar industries in China and plays an important role in the economic development of our country.With the implementation of "made in China 2025",China's garment industry has developed rapidly.At present,China has become the world's largest garment producer and exporter.Due to the policy and economic development and other reasons,Shaanxi province's clothing brand development is still in the early stage.Although as at the beginning of the founding of the Shaanxi province textile province,but compared to the domestic brand development a more developed region,southeast of Shaanxi garment enterprises although have a certain development,enterprise's brand building and brand consciousness gradually improve,also began to gradually attaches great importance to the clothing brand strategy planning,but slow to develop the brand,the enterprise in the brand construction the money also is generally low.At present,improving the brand competitiveness of clothing enterprises has become an inevitable demand for the development of market economy.How to enhance the brand competitiveness of Shaanxi clothing enterprises,enhance the status of Shaanxi clothing industry,and meet the diversified and personalized needs of consumers has become an urgent problem to be solved.The research in this paper is not only helpful for the brand development of Shaanxi clothing enterprises,but also helpful for the government and industry associations to make policies and provide a basis for macro decision-making.This paper reviews the research results of brand competitiveness.Based on the existing theoretical research results,the brand development status of Shaanxi clothing enterprises is evaluated.Up to now,Shaanxi has a total of 44 clothing and home textile independent brand enterprises(all for the planning enterprises).Shaanxi cotton textile enterprises have a good foundation for development,and the garment industry has a large market development space.Education technology has strong strength and obvious geographical advantages,which is the advantage of developing the brand competitiveness of Shaanxi garment enterprises.But at present,there are few well-known brands and the production scale of brand enterprises is small.The clothing enterprises in Shaanxi province are mainly small and medium-sized enterprises.Most of them are weak in innovation ability and lack of innovation motivation.In addition,limited by mechanism,platform,concept and other factors,they are unable to effectively utilize local science and education resources.Based on the perspective of integrated management,combined with the five models and the stake holders theory,this paper deeply analyzes the formation process of Shaanxi garment enterprise brand competitiveness and constituent elements,based on the brand factor,the factor of brand management,brand market factor,brand support factor dimension,selected the 23 factors to construct the system of the influence factors of clothing brand competitiveness.On this basis,through questionnaire survey,interview survey and factor analysis,23 impact factors are summarized into seven main factors,namely,brand operation force,brand product force,brand communication force,brand cognition force,brand culture force,brand development force and brand image force.At the same time,combined with the results of the questionnaire survey and the main factors obtained from the empirical study,this study also explored the differences in impact factors between different groups and different types of enterprises.The results show that the quality and innovation of brand products are the most important factors impact the choice of brand.In addition,enterprises generally pay more attention to operation and development,daily leisure clothing brand enterprises pay more attention to brand communication,pay more attention to distribution channels and advertising,but also pay more attention to brand strategy,cultural construction and brand department management;Compared with daily leisure clothing brand enterprises,functional clothing enterprises pay more attention to product quality and functional innovation,but do not pay enough attention to brand development.Finally,this paper combines the results of empirical research with the current construction of clothing brand competitiveness,and puts forward four specific countermeasures and Suggestions to enhance the brand competitiveness of Shaanxi clothing enterprises.First,improve the quality of clothing products and enhance the ability of brand service.Second,it is necessary to define the brand positioning of clothing and make strategic planning for brand development.Third,committed to brand innovation design,leading the fashion trend.Fourth,improve brand marketing system and expand brand communication effect.Through these four countermeasures,it provides theoretical reference and practical guidance for the management of Shaanxi clothing brand.This paper contains 2 figures,14 tables and 88 references.