Research on the Relationship between Marketing Strategy and Brand Development of Apparel Companies Based on Data Mining Technology

DUFE, Surrey International Institute, 116025, Dalian, China

^* Corresponding author: sunyinan1314@icloud.com

Abstract

The apparel industry is an important part of China’s economy and an important industry that drives the continuous improvement of national living standards. As the size of China’s internal market continues to expand, competition in the apparel industry has become increasingly fierce, making the development of apparel companies face huge challenges. For apparel companies, establishing a brand style that is unique and effective in attracting consumers, along with a sound brand marketing strategy, is a must for apparel companies to survive. This paper takes Company X, which is engaged in the apparel industry, as an example, and firstly analyses Company X’s brand marketing, then introduces data mining technology to analyse the relationship between Company X’s marketing strategy and brand development in view of the shortcomings of Company X’s brand marketing, and finally proposes a corresponding brand marketing strategy in order to provide a reference for the formulation of Company X’s brand marketing plan and promote the development of the apparel industry.