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论文编号：	208
作者编号：	2120062285
上传时间：	2008/6/15 12:28:09
中文题目：	本土服装类企业奢侈品品牌塑造的
英文题目：	The research on the mode and p
指导老师：	白长虹
中文关键字：	服装企业 奢侈品 品牌>
英文关键字：	Garment enterprise Luxury Br
中文摘要：	中国顶级消费阶层的迅速崛起吸引了全球奢侈品行业的目光，巨大的市场潜力和丰厚的利润，驱使国外众多顶级奢侈品品牌蜂拥而至抢占中国市场。然而，在众多的奢侈品品牌中我们几乎看不到中国品牌的身影，如果不发展中国的奢侈品产业，塑造我们自己的奢侈品品牌，在未来的很多年，中国潜力无限的奢侈品市场将只能拱手让给外国巨头。 国外奢侈品品牌的发展历史和分布规律显示：服装类奢侈品品牌的相对数量较多，在整个奢侈品消费市场中占有较大的份额，塑造奢侈品品牌所需历程相对较短。与其他行业相比，我国的服装行业发展较早，已经具有了一批实力雄厚的本土服装企业，有创造本土服装奢侈品品牌的基础。从中国消费者消费奢侈品的心理和购买习惯来看，服装类奢侈品往往是主要的购买对象。 基于这些情况，本文认为能够最早出现的中国本土奢侈品品牌应该是服装类奢侈品品牌，发展中国本土的服装类奢侈品品牌最为必要。正是在这样的背景下，本文选择奢侈品品牌，并聚焦到本土服装类奢侈品品牌的塑造进行研究。 本文首先对奢侈品、奢侈品品牌及服装类奢侈品品牌的相关理论进行了回顾和分析，明确了服装类奢侈品品牌的定义及其独特特征。在概念界定的基础上，本文对现有品牌塑造和奢侈品品牌塑造的模式进行了回顾，结合现有研究成果和国际顶级服装类奢侈品品牌的塑造历程，创造性的提出了本土服装企业奢侈品品牌塑造的自主创造模式；以奢侈品品牌生命周期理论为指导，结合本土服装企业的特征，给出了在奢侈品品牌的自主创造模式下，品牌从诞生到发展的整个生命周期范围内所要经历的“品牌命名、品牌定位、品牌推广、品牌创新、营销渠道选择”五个步骤，并给出了每个步骤具体实施和管理建议。最后选择了国内奢侈品品牌NE•TIGER作为案例对本文所提出的观点加以验证。
英文摘要：	The fast growing of top tear consumers of China attracts the attention of luxury industry around the world. Huge market potential and high profit drive foreign top luxury products’ brands throng to Chinese market. However, among lots of brands, we can hardly find a native one. We can only give up China’s potential market to foreign brands if we don’t develop the luxury industry of ourselves and build our own luxury products’ brands. The evolution history of foreign luxury products’ brands and their distributing situation show: The proportion of garment luxury products’ brands is larger, and the brands building course is shorter. Comparing with other industry, the garment industry had a long history. There are groups of grand native garment enterprise and China has the foundation of build its own garment luxury products’ brands. In sights of the consuming psychology and purchasing habits of Chinese consumers, the luxury products of garment are always the main purchasing objectives. Base on this situation, the paper reckons the earliest native luxury brand would appear is the luxury products’ brand of garment. The development of the native luxury products’ brands of garment is the most needed. In this background, the paper choose to research on luxury brands and focus on the research on building native luxury products’ brands of garment. The paper reviewed the relative theory of luxury products, luxury products’ brands and luxury products’ brands of garment to make clear the concept of luxury products’ brand of garment and its features. On the basis of clear concept, the paper reviewed the theory of brand building and the mode of luxury products’ brand building. Then the paper integrated present research results and the building course of top luxury products’ brands of garment to come up with the self-creating model of native garment luxury products’ brands building. Under the guide of luxury products’ brand lifecycle theory, the paper gave out the entire course of garment luxury products’ brand building should experience, which includes “brand nominating, brand orientation, brand extending, brand innovation and marketing channel selecting”. Also the paper out forwards the suggestion of operation and management in that 5 processes. At last, the paper selected native garment luxury products’ brand called NE•TIGER as a case to validate the viewpoints of the paper.
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