Model essay on graduation thesis of marketing major
Analysis of Marketing Impact of Brand Clothing Design
Brand clothing design is the main part of brand clothing marketing. From the perspective of brand clothing, it uses unique language symbols to express the inner spirit. Its design is different from artistic creation, and it is usually influenced by national trademark laws and regulations, industry characteristics and other related factors. At present, brand clothing design plays a role in marketing, which directly affects the economic benefits of enterprises.
Keywords: brand clothing; Design; marketing
In recent years, with the improvement of residents' quality of life, they put forward stricter requirements for clothing, and the traditional pure processing and order-making methods in the clothing industry can no longer meet the residents' living needs. From the perspective of clothing enterprises, the use of clothing design to show the cultural value of clothing can enhance the competitiveness in the clothing marketing process. However, at present, the competition in the clothing market is very fierce, and how to give full play to the role of brand clothing design has become the focus of enterprises' attention.
1. Analysis of clothing brand design
1. 1 clothing brand name and logo
The name and logo of clothing brand are the main components of clothing brand design. When designing a clothing brand, we should ensure that the name and logo are simple and easy to remember, build a clothing brand identification system, fully display the business philosophy and internal characteristics of the enterprise, ensure that the name and logo of the clothing brand can leave a direct visual impression on consumers, let consumers know about the clothing brand, lay a foundation for the later sales of clothing enterprises, and increase the marketing volume of clothing enterprises.
1.2 clothing brand with unique style
The unique style of clothing brands is the key factor to distinguish them effectively. In the process of designing clothing brand style, we should ensure that clothing brands can be deeply rooted in the hearts of the people and be unique. From the perspective of clothing consumers, clothing consumers often pursue individuality in the process of buying clothing, and the unique style of clothing brands can effectively meet the needs of consumers. In this regard, in the design of clothing brands, we must ensure the unique style of clothing brands, and use the unique style of clothing brands to show brand clothing.
2. The role of brand clothing design in marketing
2. 1 Improve the value of clothing
In the process of brand clothing marketing, brand clothing design can improve clothing value. In the process of brand clothing design, designers should make clear the target consumer groups and brand core values. Only by reasonably positioning consumer groups and core values can we effectively enhance the value of clothing and let brand clothing occupy a place in the fierce competitive environment of clothing enterprises. Therefore, the design of brand clothing not only improves the core value of clothing, but also promotes the marketing of brand clothing. 2.2 Improve the status of clothing brands. Clothing design can effectively improve the status of clothing brands in the marketing process of the clothing industry. From the perspective of clothing enterprises, brand design is very important for the development of clothing enterprises. Designers can use advanced basic marketing theory to complete the design when designing brand clothing, so as to ensure that the design of brand clothing can meet the needs of clothing enterprises, make brand clothing stand out and occupy a higher position in the clothing market.
2.3 meet consumer requirements
The design of brand clothing should aim at meeting the requirements of consumers, and comprehensively analyze consumers' daily consumption requirements and consumption consciousness to ensure that brand clothing has a broad market in marketing. From the aspect of brand clothing marketing, we must strengthen the uniqueness of brand clothing design, meet the special target needs of consumers, fully display the uniqueness and highlights of brand clothing, and realize the marketing objectives of brand clothing. Therefore, when marketing brand clothing, we should give full play to the design function of brand clothing, guide consumers to buy brands and pay bills, and further expand the economic benefits of clothing enterprises.
3. Strengthen brand clothing design strategy in marketing.
3. 1 Establish the value consciousness of clothing brands
Brand value consciousness under brand clothing design is very important. Establishing brand value consciousness can give full play to the design function of brand clothing in clothing marketing process. At the same time, in clothing marketing, establishing brand awareness and making marketers aware of the key of brand clothing can make clothing marketers fully convey the value awareness of brand clothing to consumers in the clothing marketing process, make consumers rely on brand clothing and directly affect their purchase intention. In addition, when designing brand clothing, we should grasp the direct relationship between consumers and brands, and improve consumers' recognition of brand clothing through brand positioning, brand impression, brand culture and other related brand cognitive values.
3.2 Refine the core values of clothing brands
Refining the core value of clothing brand is the focus and difficulty of brand marketing. In order to give full play to the design function of brand clothing in the process of clothing marketing, effectively refining the brand core value can strengthen the marketing of brand clothing to a certain extent. As far as brand clothing marketing is concerned, it is necessary to conduct all-round scientific research, refine the core values of clothing brands, and gradually produce highly differentiated brand core values that infect consumers' consumption consciousness in brand clothing marketing. However, in the process of brand clothing marketing, we must pay attention to the importance of brand clothing design, ensure that the corresponding core value of brand clothing can run through all the processes of clothing marketing, and let consumers deeply feel the core value of brand clothing.
3.3 Balance clothing brand design and marketing
Brand clothing design and brand clothing marketing complement each other, and effectively balancing brand clothing design and marketing content is the main countermeasure to give full play to the role of brand clothing design in clothing marketing process. For brand clothing enterprises, whether they attach importance to brand clothing design on the one hand or brand clothing marketing on the other hand, these restrict the rapid development of brand clothing enterprises there. Therefore, it is necessary to balance brand clothing design and brand clothing marketing reasonably, create a scientific coordination system between brand clothing design and brand clothing marketing, and give full play to the role of brand clothing design.
4. Concluding remarks
As a comprehensive project, brand clothing marketing is long-term and complicated, in which design and marketing are the important source and driving force of clothing brand development. Therefore, in brand clothing marketing, we should establish brand awareness, effectively refine the core value of brand clothing, reasonably balance brand design and marketing, make the perfect integration of design and marketing, effectively play the important role of brand clothing design in brand clothing marketing, and promote the rapid development of clothing enterprises.
References:
[1] Qiu Xiaomei. Small and medium-sized garment enterprises in Shaoyang explore the road of branding [D]. Hunan Normal University, 20 14.
[2] Wu Peng. On the Influence of Knitted Women's Wear Product Differentiation on Brand Upgrade [D]. Jiangnan University, 20 1 1.
[3] Du Bin. Research on the Application of Animation Image in Clothing Brand Promotion [D]. Zhejiang Sci-Tech University, 20 12.
[4] john young. On the display design expression of clothing brand image [D]. Anhui engineering university, 20 12.
Model essay on graduation thesis of marketing major II
Planning and design of marketing simulation experiment project
This paper analyzes the present situation of marketing simulation experiment, and then points out the learning needs of students in the experiment. On this basis, the general idea of adjusting the planning and design of marketing simulation experiment project is put forward, and finally the content design of marketing simulation experiment project is discussed.
Keywords: marketing simulation experiment; Experimental project; design
Marketing simulation experiment is an important independent experimental course for senior students majoring in marketing. This course requires students to comprehensively use marketing professional knowledge, analyze and solve specific marketing problems in a simulated and close-to-real marketing environment, complete marketing strategy decisions, and get the consequences brought by relevant decisions. Because this course requires students to comprehensively use marketing knowledge to solve problems, by studying this course, on the one hand, students can sort out and strengthen the key marketing knowledge they have learned and form a system; On the other hand, through the study of this course, students can apply what they have learned and feel the real market competition and antagonism, which plays an important role in cultivating students' overall thinking ability in marketing, improving their ability to analyze and solve problems, training their practical operation ability and cultivating their teamwork ability. Although the experimental project system of marketing simulation experiment is constantly revised, improved and perfected, the external market environment is changing, students are changing, learning needs are improving, and the experimental environment is adjusting. If the experimental course can stimulate students' interest in learning and play its due role, it is necessary to adjust the experimental items of the course in time.
1 the current situation of experimental projects in marketing simulation experiment course
There are two stages before and after the establishment of experimental projects in our school-based experimental courses. Firstly, based on a single Nanjing SEG marketing simulation software, eight experimental projects are set up, including SWOT analysis, enterprise marketing target determination and 4P strategy. After the integration of consumer behavior laboratory, customer satisfaction software and CATI software platform, the so-called comprehensive experimental course has been formed. The earlier experimental project design was only based on Nanjing SEG software, and the software version was earlier, and there was no subsequent update. Although the whole experimental project is divided into eight projects, it actually only divides the marketing strategy and strategy content involved in the software platform into different modules. More importantly, the simulation degree of the software is not very high, and the software operation cannot be expanded, which affects the attraction of the experimental project to students and the cultivation of students' knowledge and ability.
In the later stage, considering the full use of several existing software platforms, the adjustment of the class hours of this experimental course and the higher requirements for the cultivation of students' comprehensive quality, the experimental project was established. Eight experimental items involved in the original Nanjing Shige experimental software were adjusted to 10, and two experimental items were added: customer satisfaction survey and CATI telephone survey training. In this way, a comprehensive independent experimental course has been formed.
This adjustment has changed the disadvantages of scattered and isolated experiments, combined all experimental projects into an experimental course as a whole, made the experimental course cover some important knowledge points of marketing specialty, and built experimental teaching resources of the experimental course, thus achieving the purpose of optimizing the training mode of curriculum talents and improving the experimental teaching effect. However, on the whole, the above-mentioned experimental projects are based on several existing softwares, and the data, interfaces, functions and software design intentions of each software platform are not unified, so they are not compatible with each other, and the logical connection between the project modules is not strong. Moreover, the above experimental projects are not designed to cultivate students' quality and ability. Although the course has designed five experimental projects and formed a complete experimental content system, it is actually scattered and not very good. The survey results of marketing specialty also illustrate this point. For example, more students think that the reason why their ability has not been improved is related to simulation software and experimental conditions.
2 students' demand for this experimental course.
Teaching serves students. Before adjusting and designing the existing experimental projects, we must understand students' opinions and suggestions on the existing experimental courses and projects, find out the problems, and ensure that the adjusted experimental projects can effectively adapt to the new needs and effectively cultivate students' professional ability. In the survey of students majoring in marketing, we found that students think that the ideal course "marketing simulation experiment" should mainly consider the knowledge of market research, environmental analysis, STP strategy and marketing mix strategy. And they all chose people above 100, which means that most students chose these answers in the optional questionnaire 144.
In the aspect of ability training, students think that the ideal marketing simulation experiment course should mainly consider the ability training of market information collection and analysis, marketing strategy formulation and marketing practice operation. It can be seen that the knowledge and ability training that students should include in the marketing simulation experiment course are all important contents in the framework of professional knowledge and ability. Then, in the design of experimental projects, each experimental project should fully reflect the training content of relevant knowledge and ability, ensure the logical connection and continuity of knowledge and ability training between experimental projects, and ensure the effectiveness of experimental projects in knowledge and ability training. According to another survey, students think that in the existing simulation software? Make a marketing plan? This module is very helpful for students to improve their ability through experiments, accounting for the largest proportion, followed by SWOT analysis module. We should fully tap the potential of simulation software to improve students' ability, or try to supplement it through other platforms.
3 "Marketing Simulation Experiment" course experimental project planning and design of the overall idea
3. 1 Integrate related platform resources, increase the simulation degree of experimental projects, and improve the attractiveness of experimental content.
The experimental software resources related to marketing in our school are different in procurement source, procurement background and software functions. Although there are still various problems in integrating these softwares into the course of marketing simulation experiments, the planning and design of future experimental projects can only be based on these existing platform resources, and it is impossible to completely reinvent them. A basic principle is that the planning and design of our experimental project must be based on the integration of existing software platform resources, and then replace new software resources. The learning state and learning effect of students in the experiment are deeply influenced by the content of the experiment. When designing experimental projects, we should try our best to improve students' enthusiasm and initiative to participate in experiments, improve the attractiveness of experimental projects, and increase the simulation degree of experimental projects from the aspects of case selection, experimental grouping, time setting, parameter adjustment, teacher organization, implementation and guidance.
3.2 Strive to realize the scenario design of the experimental project.
Because the existing experimental project system is based on several different software platforms, there are some problems such as loose logical connection and incompatibility between experimental projects. A better solution is to introduce realistic situational clues that are suitable for the experimental content and functional modules of the software platform in the experiment, and insert situational clues into the experimental project, so that students' thinking can go along the experimental project, their thinking is clear, and their knowledge and ability training is reasonable and reasonable, thus enhancing the simulation and attraction of the experiment.
3.3 Mining professional knowledge and ability content in relevant modules of experimental software
The existing software platform is often a synthesis involving various professional knowledge and ability training, and various functions and operations on the software operation interface are also integrated. When planning and designing an experimental project, you should pay attention to the intention of cultivating students' knowledge and ability, dig out all kinds of contents on the software platform, form a relatively independent and complete experimental project module, and conduct special training for students. For example, the SWOT analysis part of marketing simulation software can be independently designed as an experimental project for special training to achieve the strengthening effect.
3.4 Adjust the implementation form of experimental project teaching
Students are generally interested in the implementation forms of experimental organization such as sand table drill and teaching practice, but not in computer software simulation, and the main experimental teaching form of our course happens to be computer software simulation. In order to enhance students' interest in learning, practical experimental items can be added to computer software simulation experiments, which can activate the implementation form of course teaching, reduce students' resistance and enhance the attraction of experimental items, thus improving the experimental teaching effect and improving students' interest in learning.
4 "Marketing Simulation Experiment" course experiment project content system design
According to the above experimental project design ideas, considering students' learning needs, combined with the existing experimental conditions and experimental environment of the school, the overall adjustment of the experimental project planning and design of this experimental course includes marketing dynamic simulation, customer satisfaction survey and telephone survey, adding experimental contents such as questionnaire design and data collection, focus group discussion and second-hand data collection, designing the logical relationship between experimental projects, and adjusting the teaching arrangements of each experimental project. The details are as follows: 1. The marketing dynamic simulation experiment as the comprehensive training of students' professional ability is retained, but it is adjusted to three experimental items: understanding simulation software, SWOT analysis and overall marketing plan. This mainly takes into account the requirements of the experimental hours of the course and the connection between this part and the later experimental projects.
This part mainly emphasizes comprehensive training for students from the overall situation, so that students can have a comprehensive understanding and experience of marketing framework, comprehensive application of marketing knowledge and practical operation. Secondly, in the dynamic simulation of marketing, teachers should guide students in time to turn their thoughts to the special training of marketing simulation in the second half of the course, that is, taking the evaluation of customer satisfaction as a clue, the customer satisfaction is qualitatively studied and quantitatively studied.
Among them, the qualitative research of customer satisfaction involves the experiment of questionnaire design such as second-hand data collection, focus group discussion, questionnaire test and revision; The quantitative study of customer satisfaction involves telephone survey, intercepted questionnaire interview, online questionnaire release, calculation and discussion of customer satisfaction results, course paper writing and other experimental contents. So we can use a complete situational clue? Enterprise integrated marketing simulation? Specialized training on customer satisfaction survey, market survey and research analysis? Questionnaire design and data collection? Course paper writing and experiment completion? The existing experimental software resources in the school are linked together to increase the logical connection between software platforms, and at the same time, the simulation degree of the experiment is enhanced through scenario design, thus improving the attraction of the experimental project, increasing students' interest in learning and improving the learning effect. Moreover, the whole experimental course has both comprehensive training and important special training, which is more effective in cultivating students' knowledge and ability.
5 conclusion
No experimental software resource can completely meet the teaching needs of a specific school or specialty. Moreover, the learning needs of students are constantly changing, the experimental requirements are constantly improving, and the experimental environment is constantly changing. In order to adapt to the new situation, improve the attractiveness of experimental projects and enhance students' interest in learning, it is necessary to adjust the planning and design of experimental projects. However, the adjustment of these plans and designs can only be based on the existing experimental environment constraints, considering students' learning needs, integrating and utilizing various experimental platforms, designing reasonable situational clues, improving the simulation degree of experiments, developing experimental projects containing professional knowledge, and rationally using various experimental project teaching implementation forms, so as to truly change the unfavorable situation faced by experimental courses, give full play to their due functions, and maximize the professional quality and ability of students participating in experiments. & gt& gt& gt Click the next page to learn more about the exciting content of the graduation thesis model essay for marketing majors ***2 pages: Previous 1 2 Next page.