Research On The Clothing Design Strategy Of New Chinese Women’s Clothing Brand Based On The Concept Of Community Marketing

China is known as the "Kingdom of Clothes",and the 5,000 years of civilization and56 Chinese ethnic groups have nurtured a profound and profound Chinese dress culture,and Chinese traditional dress culture has become an important way for people to show their national self-confidence.However,with the acceleration of the current globalization process,which has led to the gradual westernization of China’s local costumes,it is particularly important to promote and develop the excellent traditional Chinese costume culture.From the point of view of the generation and development of new Chinese women’s clothing,design and marketing links complement each other,together to help the development of new Chinese women’s clothing market expansion.The advantages of traditional marketing methods are weak,and the brand can only regain its vitality through new marketing concepts that are in line with current market trends.This paper takes the Fuzhou new Chinese women’s fashion brand "Peony Pavilion" as the research object,analyzes and summarizes the community marketing strategy implemented by the Peony Pavilion brand,and finally explains the new Chinese women’s fashion design strategy from a more specific perspective,so as to provide a reference value of marketing strategy and product design for China’s new Chinese women’s fashion brands.This thesis is divided into five parts to study the selected topic: the first part is the introduction part.The first part is the introductory section,which analyzes and summarizes the background,purpose and significance of the topic,the current situation of the research,the research content and the innovation points,etc.The second part is the review of related theories.The second part is an overview of the theories related to community marketing and new Chinese women’s clothing,a brief analysis of the successful cases under community marketing,and an analysis of the development of new Chinese women’s clothing brands through the use of community marketing strategies.The third part is the analysis of community marketing strategy of new Chinese women’s fashion brand.Firstly,the market environment of new Chinese women’s fashion brand,including the current situation of new Chinese women’s fashion development and SWOT analysis of market environment,then the key points of community marketing strategy of new Chinese women’s fashion brand and the analysis of specific community marketing strategy of Peony Pavilion brand are outlined,and finally the successful experience of new Chinese women’s fashion brand under community marketing strategy is summarized.Strategy.The fourth part is the design strategy of new Chinese women’s clothing brand based on the concept of community marketing.Firstly,we investigate and analyze the market demand for the consumer group of the brand,and adopt the questionnaire survey to research the customer group,and summarize the characteristics of the customer group and their preference for the brand products.The fifth part is the final concluding part.The fifth part is the final conclusion,which summarizes the content and research results of this paper and points out the shortcomings and expectations of the research.Through the research of this paper,it not only provides practical significance for the design of Peony Pavilion brand women’s clothing,but also provides marketing and design reference value for the same type of new Chinese women’s clothing brands in China,and plays a certain role in promoting the development of new Chinese women’s clothing brands.