Preliminary Research of Hangzhou Female Attire Enterprise Multi-brand Strategy
Abstract: The present paper through market investigation, information collection and so on, understanding that the overseas clothing enterprise multi-brand strategy implementation at the present situation, and induces the characteristic multi-brand strategy which is used by these enterprises. Meanwhile, analyze the development situation and the strategic pattern of Hangzhou female attire enterprise multi-brand strategy at present, according to Hangzhou female attire enterprise's actual situation. From enterprise interior, enterprise exterior, and the characteristic of multi-brand strategy ,to obtain the reason why Hangzhou female attire enterprise implement the multi-brand strategy: Hangzhou female attire enterprise's brand development history and its limitation, which has been "choke point" to hinder the Hangzhou female attire industry development, Many Hangzhou female attire enterprises use the multi-brand strategy to adjust the management, it's not only many kinds of superiority of multi-brand strategy, but also will be a inevitable trend of Hangzhou female attire brand management development in the future . It has the practical significance and the theory value for Hangzhou female attire enterprise's brand operation, the multi-brand strategy implementation and the theory research.
Key words:Hangzhou female attire; Multi-brand strategy; Brand localization; Brand strategy