Brand Marketing Repertoire Volume, Simplicity, Heterogeneity and Sales Performance: Empirical Evidence from a Nantong Home Textile SME

Abstract

In the context of increasingly fierce homogenised competition in the home textile industry, brand marketing has become an important tool for business development. This paper adopts quantitative research methods. It defines the target research object, taking the volume, simplicity, and heterogeneity of brand marketing competitive actions as independent variables and sales return rate (ROS) as the dependent variable. Taking the Nantong SJR home textile enterprise as the target sample, quarterly operational panel data of the SoftGlow product line were collected for the research. The results show that for the sales performance of SJR home textile company, the regression coefficients of the core independent variables, namely the volume, simplicity, and heterogeneity of brand marketing, are 0.995, -0.875, and 0.322 respectively, and the significance test P values are all less than 0.001. Fix-effect regression tests verify the robustness of the benchmark regression conclusion. Finally, based on the research results, this paper discusses the path of combining big data precision promotion methods to further optimize the brand marketing of Nantong SJR home textile enterprise to improve corporate profitability.