中国婚礼服企业的品牌发展研究

Brand development research of Chinese wedding dress enterprise

通过市场调研及SWOT态势分析,就中国婚礼服企业的现状、发展品牌必要性及品牌发展策略进行探讨,指出了国内婚礼服消费的特点与需求,分析了国内婚礼服企业发展品牌的优势及在发展品牌中所遇到的障碍和存在的不足之处,提出了婚礼服企业发展的潜在机会,以此抵制国外品牌的威胁。

Through the market research and SWOT analysis,this article discusses the present situation,the necessity and strategy of brand development about wedding dress enterprise in China,and indicates the demand and characteristic of domestic wedding dress consume.Analyzing the advantages of brand development about domestic wedding dress enterprise and the setbacks and disadvantages in the development of branding,this paper also puts forward the development potential of wedding dress enterprise to boycott the threat of foreign brands.