本文選題：北京　切入點：服裝品牌　出處：《北京服裝學(xué)院》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 品牌個性是品牌識別的核心要素之一,對于產(chǎn)品款式容易模仿、產(chǎn)品同質(zhì)化程度很高的服裝品牌而言,塑造鮮明的品牌個性尤為重要。巴黎、倫敦、東京等地的服裝品牌不僅風(fēng)格迥異,而且區(qū)域特色鮮明,給消費者留下了深刻的印象。北京既有悠久的歷史、豐厚的文化底蘊(yùn),又有規(guī)�；姆b產(chǎn)業(yè),運用自身優(yōu)勢塑造獨特的品牌個性,提升服裝產(chǎn)業(yè)的競爭力、增加服裝品牌的附加值勢在必行。 本文通過研究品牌個性相關(guān)理論,結(jié)合服裝品牌的特性,首先提出了服裝品牌個性維度和服裝品牌個性構(gòu)成要素,然后以此為基礎(chǔ)對北京服裝品牌個性形成背景和北京服裝品牌個性現(xiàn)狀進(jìn)行剖析,指出了北京服裝品牌應(yīng)有的個性特征,最后嘗試著給出相應(yīng)的塑造建議,以期為北京服裝品牌建設(shè)提供新思路。
[Abstract]:Brand personality is one of the core elements of brand identification. It is particularly important to create a distinctive brand personality for clothing brands with a high degree of homogenization and easy imitation of product styles. Clothing brands in Tokyo and other places not only have very different styles, but also have distinct regional characteristics, leaving a deep impression on consumers. Beijing has a long history, rich cultural heritage, and a large-scale clothing industry. It is imperative to use its own advantages to create unique brand personality, to enhance the competitiveness of garment industry and to increase the added value of clothing brand. By studying the theory of brand personality and combining the characteristics of clothing brand, this paper first puts forward the dimension of clothing brand personality and the elements of clothing brand personality. Then it analyzes the background of the formation of Beijing clothing brand personality and the status quo of Beijing clothing brand personality, points out the personality characteristics of Beijing clothing brand, and finally tries to give corresponding suggestions. In order to provide new ideas for Beijing clothing brand construction.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.86

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 歐陽夏子;寧俊;;服裝品牌個性維度的構(gòu)建[J];北京服裝學(xué)院學(xué)報(自然科學(xué)版);2010年03期

相關(guān)碩士學(xué)位論文 前1條

1 王保魯;女裝品牌文字標(biāo)識對消費者感知的影響分析[D];北京服裝學(xué)院;2012年

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本文編號：1643479