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Inventory Management Of Underwear Brand Clothing Store

2014/3/10 21:26:00 46

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Underwear Brand Clothing Marketing Management Strategy

first, there is a concept of "brand marketing".

It is different from the general brand planning, but also different from the general marketing planning.

The general brand planning focuses on the establishment of brand and the accumulation of brand assets. The general marketing strategy focuses on product sales.

if the marketing process is to discover the needs of the market (consumers) and satisfy the demand through creating products and values.

Then, the definition of brand marketing can be defined as a social and management process by which individuals and groups can exchange their brand value and exchange with others to get what they want.

in the development of science and technology, it is more and more difficult for enterprises to maintain competitive advantage by creating the leading value of products and products. In addition, with the continuous improvement of living standards, more and more people pursue higher level consumption and pursue personalized consumption. The proportion of simple products in purchasing factors is less and less. Consumers do not only pursue physiological needs (functional needs) in the process of consumption, but also pursue psychological needs (identification, symbolic needs, emotional needs), and pursue a feeling, self value embodiment, a psychological satisfaction of their own value and importance.

If someone spends 6000 yuan on a Pierre Cardin suit, in his consumption process, what is the functional demand - how much does it keep warm? Therefore, we should soberly realize that consumers purchase brand with emotional support, not just products.

On the basis of grasping and studying the change of the basic consumption concept, we have formed a set of perfect brand building management mode and brand identification system building mode from the theory to the actual operation. The basic idea is to satisfy the consumer's psychological needs by creating brand value -- identification, symbolic demand and emotional needs. P

Moreover, this brand value can not only bring benefits to consumers, but also create higher profits and broader development space for enterprises.

brand building mode under brand marketing management

P > brand diagnosis is the beginning of all work, but according to the actual situation, the level and content of diagnosis are different. For example, for a brand new brand, this kind of diagnosis is called brand survey. It is probably more suitable for the investigation of the target market and the target consumer group. This is different from the general market survey. It includes general market research, and also the investigation and analysis of the brand demand of the target consumer groups. The purpose is to find some brand demand. It needs in-depth communication and Research on the target consumer groups, and the analysis of human nature, and finds that they have not been developed by other brands in their minds and minds. Then the work behind this is the development, construction and management of this virgin land; <

for a brand that already has a a href= "http://www.91se91.com/news/index_c.asp" > brand base < /a >, brand diagnostics can place market research in a higher position, because it has already been familiar with the market because of its previous experience in facing the market.

But at this time, the work should also include the diagnosis of the original brand, such as the diagnosis of the basic elements of the original brand name, logo, color, the diagnosis of the enterprise's concept, behavior, the diagnosis of marketing, and the diagnosis of advertisement.

Each aspect of this includes many different levels, such as the diagnosis of the concept, including the following aspects:

1. Is there any idea?

two, the idea is correct:

1, can the concept reflect the industry characteristics?

2, can the idea reflect the personality of the enterprise?

3, can the concept reflect the characteristics of enterprises?

4, whether the idea can adapt to social, political, economic and cultural requirements;

5, can the concept meet the needs of enterprise development in the next few years?

6. Can the idea be concise and concise;

three, whether the idea is instructive and operable.

four, whether the idea is effective;

five, whether the pmission of ideas is standardized and systematic;

six, whether the public accepts or understands such a concept.

the diagnosis of advertisements is mainly from the perspective of brand diagnosis. It mainly depends on whether the advertising style is consistent with the brand style. A fruit juice beverage enterprise has a very accurate product positioning: 100% pure fresh juice, advertising tablets also show healthy and dynamic brand impressions through a group of young people's vigorous dance, advertising words and songs are very good, but the worst is the heroine in the movie - a young girl with too much rouge and too much powder on her face.

A detail actually destroys the brand positioning of 100% pure freshly squeezed products.

I should have chosen a very clean girl as spokesperson.

there is also a household electrical appliance enterprise, which is good at technology and product quality, and does well in sales. However, the quality of its leaflets is bad either in design or in material printing. A detail destroys the brand impression of high brand technology and good product quality.

no matter what brand it is, according to the service mode of < a href= "http://www.91se91.com/news/index_c.asp" > brand marketing > /a >, the research on target consumer groups is the most important. Through in-depth research and analysis of target consumer groups, we find the piece of virgin land in the mind and brain of consumers, and then create brand value through brand building to meet this demand.

the above can be classified as the diagnosis and diagnosis of the market, and the investigation of competitors must be included so that effective brand marketing strategies can be worked out.

on the basis of brand diagnosis, brand strategy planning is carried out to decide brand development direction, development strategy, competition strategy and so on.

then we must establish a brand identity system under the guidance of the general direction (brand strategy planning).

Then the brand positioning (brand positioning is often recognized by the brand manager to show to consumers) -- identify the biggest competitive advantage of the brand in the brand identity system and get the recognition of consumers through regular communication.

brand positioning starts from market positioning. First, we must find the market (market positioning) we want to develop. Then, aiming at this market and this part of the consumer group, what products should we develop to meet their needs (product positioning), and then aiming at this part of consumer groups, what kind of brand image should be molded for our products? Brand positioning.

"P >" after knowing our a href= "http://www.91se91.com/news/index_c.asp" > brand "/a", what kind of image should be molded, we must establish a perfect brand recognition system to convey this image.

The spread of brand P includes many aspects.

In the theory of integrated marketing communications, which emerged in the 1990s, all marketing activities are regarded as communication activities.

From product, product packaging to advertising, promotion, public relations, corporate image and so on, are regarded as brand communication activities.

Each of these includes many aspects, such as sales promotion, promotional products, promoters, terminal POP, store atmosphere, curtain, balloons, etc. the corporate image includes the basic image elements of the enterprise's name, logo, color and so on. It also includes the specific application of these basic elements, such as company flags, vehicles, staff uniforms, business cards, and so on, including the business people (from general manager to ordinary employees). These should be regarded as the means of communication and effective use of brand image.

finally, we must closely follow the brand status, ensure that the brand strategy is well implemented and ensure the healthy growth of the brand.