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论文编号：	536
作者编号：	2120062132
上传时间：	2008/6/19 11:29:02
中文题目：	中国服装企业品牌策略研究
英文题目：	Chinese Chothing Enterprise''s
指导老师：	吴晓云
中文关键字：	品牌;品牌策略;品牌定位;品牌延<
英文关键字：	Brand;Brand Strategy;Brand Pos
中文摘要：	现代社会，服装作为人们生活中的一个重要元素，不仅担任着“身体的保护者”这一角色，也同时在体现穿着者的身份、地位上起到重要的社会作用。而服装的这一社会特性除了靠它本身所具有的优质的面料和做工外，更重要的是依赖于它的品牌所传递的精神。 而服装品牌作为服装行业巨大的无形资产和有效的经济利益载体，已成为服装企业发展的驱动力和服装企业实力的重要表现形式。然而，中国的大部分服装企业却仍处于OEM产业链的中下游，对于这些企业如何打造品牌已成为企业向OEM产业链中上游转型中的一个重点。 本文主要以处在“贴牌”生产为主要经营模式的中国大多数服装企业的品牌塑造诉求为核心，研究与其相适应的品牌策略，并通过对个案的分析总结提出不同品牌策略的适应情况。 我国服装行业有几大公认的国际优势：廉价劳动力，服装加工能力已经达到制造世界品牌的水平、巨大的市场消费潜力。但是在国内外消费市场上，中国缺少市场竞争力强的国际化品牌，“大路货”产品过剩，国产品牌服装市场号召力较低、以工业化品牌为主，品牌文化内涵较少的现象十分突出。 服装品牌延伸和多品牌发展是扩大品牌影响，实现品牌边际利润，增值品牌资产，延长或创建新的品牌周期，满足消费者联想需求的有效手段。作为品牌运营的一种策略，从上世纪80年代在国外逐步成熟，我国从上世纪90年代开始许多服装企业进行品牌延伸和多品牌尝试。但品牌延伸和多品牌并不是任何企业都能够采用和取得成功的，在实施品牌延伸和多品牌策略过程中有许多值得探讨的问题。 并，本文基于对中国服装企业生存现状与未来发展的思考主要从研究背景分析入手，提出全文将要研究的主要问题。并同时阐述了研究方法和研究意义。主要借鉴与介绍了品牌的涵义及功、品牌定位理论、品牌延伸理论、多品牌策略理论等相关理论。再从中国服装及其品牌发展过程入手，对服装品牌的现状进行了分析，同时分析了中国服装企业及中国服装市场现状和未来消费特点；剖析了服装在品牌营销方面的问题，包括品牌定位、品牌延伸、盲目的多品牌等；对以上问题成因进行分析等。之后对品牌定位相关策略、品牌延伸策略和多品牌策略的应用进行了分析研究。最后主要对中国在品牌塑造上较为成功的企业：雅戈尔、及美特斯邦威两家企业的品牌策略进行了分析研究，并对其可借鉴性进行了分析并作出总结。 最后本文对有关结论进行了总结和提炼。
英文摘要：	In modern society, people living in the clothing as an important element, not only as a "physical protection" .Of this role, and also to realise the Chuanzhaozhe identity, status played an important role in society. And clothing in addition to the social characteristics of the tables with its own quality fabrics and workmanship, but more importantly it is dependent on the brand messages of the spirit. The clothing brand apparel industry as a tremendous intangible assets and the economic interests of an effective carrier, the development of garment enterprises have become the driving force of strength and garment enterprises in the important manifestations. However, the majority of garment enterprises in China are still in the middle and lower reaches of the OEM industry chain for these enterprises to build up brand names have become enterprises linked to the OEM industry in the upper reaches of one of the key points in transition. This paper mainly in the "OEM" production as the main mode of operation of most Chinese clothing enterprises in brand building at the core demands on its brand strategy in line, and through the analysis summary of the case put forward different adaptation of the brand strategy. Our country clothing profession has several big recognition international superiority: The cheap labor, the clothing working capacity already achieved the manufacture world brand the level, the giant market expense potential. But in the domestic and foreign consumer market, China lacks the market competitiveness strong internationalization brand, “the popular goods” the product is surplus, the domestically produced brand clothing market rallying point is low, the industrialization brand primarily, the brand culture connotation few phenomena are very prominent. The clothing brand extends expands the brand influence, realizes the brand marginal returns, the increment brand property, the extension brand cycle, satisfies the consumer to associate the demand the effective measure. As brand operation one kind of strategy, from the 1980s in overseas gradually mature, our country started many clothing enterprises from the 1990s to carry on the brand to extend the attempt. But the brand extends is not any enterprise can use and obtain the success, in the implementation brand extends the question which in the process has many are worth discussing. And this article based on the ponder which develops to the Chinese Clothing Enterprise survival present situation and the future mainly from the research background analysis obtains, to propose the full text is going to study subject matter. Simultaneously and elaborated the research technique and the research significance. Mainly used for reference with introduced the brand implication and the merit, the brand localization theory, the brand extended the theory, the multi-brand game theory and so on correlation theories. Again obtains from the Chinese clothing and the brand developing process, has carried on the analysis to the clothing brand's present situation, simultaneously has analyzed the Chinese Clothing Enterprise and the Chinese clothing market present situation and the future expends the characteristic; Analyzed the clothing in the brand marketing aspect question, including the brand localization, the brand extends, the blind multi-brands and so on; Carries on the analysis to the above question origin and so on. Afterward to the core brand related strategy, the brand extended the strategy and the multi-brand strategy application has conducted the analytical study. Finally mainly to China in brand mold more successful enterprise: Younger, and Metersbonwe this two enterprise's brand strategies have conducted the analytical study, and to its might profit from the nature to carry on has analyzed and makes the summary. Finally this article has carried on the summary and the refinement to the related conclusion.
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