The Research On Garments Brand Strategy Of Ningbo Shanshan
ABSTRACT
18 years ago, Shanshan is only a small garment factory, and today's Shanshan from a little-known small factories into the well-known apparel companies, domestic and international achievements in the well-known brands. To a brand-name enterprises must have their own brands, Shanshan is through "four" strategy, diversification and internationalization of the brand strategy, brand management, corporate culture, and other means build their own brand. Community development, changes in the concept of consumers, apparel brand to the implementation of the strategy with the social trend and make the corresponding changes in the consolidation and the relationship between consumers. Based on Shanshan garment enterprises, combined with the operational state of Shanshan in recent years, eva luating Shanshan clothing brand product quality and development of space, the concept of corporate culture in integrate. In analyzing the issues ,drawing the domestic and foreign clothing brand strategy based on the philosophy of the brand strategy, Shanshan garment industry of the brand strategy for research and analysis.
KEYWORDS:Brand strategy、brand promotion、 brand culture、brand value