【摘要】： 在世界經(jīng)濟(jì)格局呈現(xiàn)全球化的趨勢(shì)之下,品牌競(jìng)爭(zhēng)已經(jīng)成為當(dāng)今市場(chǎng)競(jìng)爭(zhēng)的主要手段。品牌已經(jīng)成為了企業(yè)競(jìng)爭(zhēng)的法寶,出擊市場(chǎng)的利器,服裝產(chǎn)業(yè)自然也不例外。隨著整個(gè)社會(huì)品牌意識(shí)的逐漸增強(qiáng),消費(fèi)者對(duì)服裝品牌的選擇標(biāo)準(zhǔn)也不單單停留在產(chǎn)品本身,而是通過(guò)品牌策劃的實(shí)施受到了品牌文化的感染,建立了對(duì)品牌形象的信賴感。在這個(gè)競(jìng)爭(zhēng)全球化,科技日新月異,消費(fèi)者需求不斷翻新,人口狀況快速變化的時(shí)代里,品牌生存發(fā)展的唯一保證,是時(shí)刻謹(jǐn)記顧客的需求、偏好和期待。品牌競(jìng)爭(zhēng)是“以人文本”的競(jìng)爭(zhēng)方式,以消費(fèi)者的需求為本,在合理的目標(biāo)市場(chǎng)定位分析的基礎(chǔ)上建立起來(lái)的品牌,才具有市場(chǎng)競(jìng)爭(zhēng)力。服裝企業(yè)要實(shí)施行之有效的成功品牌戰(zhàn)略就必須給品牌一個(gè)合理、明確、獨(dú)具個(gè)性的品牌定位。仔細(xì)分析目標(biāo)市場(chǎng),進(jìn)行合理的定位,關(guān)系到品牌策劃實(shí)施的各個(gè)環(huán)節(jié),可以說(shuō)品牌策劃和目標(biāo)市場(chǎng)定位是緊密相聯(lián)系的。品牌策劃與目標(biāo)市場(chǎng)定位之間的關(guān)系就是本文研究的主要內(nèi)容,希望通過(guò)本課題的研究,能夠?yàn)橹贫ǹ茖W(xué)合理的品牌策略提供理論依據(jù)和現(xiàn)實(shí)參考。
[Abstract]:Under the trend of globalization in the world economic pattern, brand competition has become the main means of market competition. Brand has become the magic weapon of enterprise competition, attack the market sharp weapon, clothing industry is no exception. With the gradual enhancement of the brand consciousness of the whole society, the consumer's choice standard of the clothing brand is not just the product itself, but is infected by the brand culture through the implementation of the brand planning, and establishes the sense of trust to the brand image. In this era of globalization of competition, rapid development of technology, renewal of consumer demand and rapid change of population, the only guarantee of brand survival and development is to keep customer needs, preferences and expectations in mind. Brand competition is the competition mode of "human text", which is based on the needs of consumers and established on the basis of reasonable market orientation analysis. In order to implement effective successful brand strategy, garment enterprises must give brand a reasonable, clear and unique brand positioning. Careful analysis of target market and reasonable positioning are related to all aspects of brand planning and implementation. It can be said that brand planning and target market positioning are closely related. The relationship between brand planning and target market positioning is the main content of this paper. It is hoped that the research can provide theoretical basis and practical reference for the formulation of scientific and reasonable brand strategy.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F407.86

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本文編號(hào)：2187567