On Brand Value and Influence of National-Trend Fashion Brands Under Low-Price Marketing Strategy:Current Situation and Challenges
The purpose of the paper is to discuss the status quo of brand value,influence and the challenges faced by the national-trend fashion brands under the low-price marketing strategy.Through the review of relevant literature and market investigation,it is found that low-price marketing strategy may increase the market share and sales of the brand in the short term,but in the long run,this strategy may lead to the damage of brand value and the decline of influence.Through the empirical research method,the paper makes an in-depth investigation and analysis of several national-trend fashion brands.The results show that the low-price marketing strategy has a negative impact on brand image,brand loyalty and public praise of consumers.At the same time,the paper also discusses the challenges of quality control,profit margin and competitive environment in the implementation of low-price marketing strategy,and puts forward corresponding suggestions and solutions.
万方数据
维普
