【摘要】：如何實(shí)施中國服裝品牌戰(zhàn)略,培養(yǎng)自主品牌,尤其是國際影響力的名牌無疑成為服裝領(lǐng)域的重大課題�！爸问匪悦髯儭�,對品牌歷史進(jìn)行分期研究是基礎(chǔ)。在有關(guān)涉及服裝品牌歷史研究文獻(xiàn)中,尚未建立服裝品牌歷史分期的標(biāo)準(zhǔn)和階段模式。本文通過對中意服裝品牌發(fā)展歷史的比較,旨在找到與服裝強(qiáng)國的差距,把握我國服裝品牌發(fā)展趨勢。 本文試圖解決如下四大問題： 1)編制中意服裝品牌大事記和年表； 2)確立中意服裝品牌各歷史階段的分期； 3)確立中意服裝品牌發(fā)展趨勢表； 4)完成中意服裝品牌各歷史階段的分期和趨勢異同點(diǎn)比較表。 通過文獻(xiàn)綜述、概念界定、研究假設(shè)、方案設(shè)計(jì)、文獻(xiàn)查閱、專家和服裝從業(yè)人員訪談、實(shí)地調(diào)研、數(shù)據(jù)挖掘和歸納總結(jié),致力于揭示中意服裝品牌歷史發(fā)展規(guī)律及特征。 本文按預(yù)期完成以下工作： 1)通過文獻(xiàn)研究,歸納總結(jié)服裝品牌和史學(xué)相關(guān)理論。 2)通過梳理,總結(jié)服裝品牌歷史階段劃分原則,提出了劃分標(biāo)準(zhǔn)。采用描述分析法編制了中意服裝品牌大事記,確立中國近現(xiàn)代服裝品牌三大階段的歷史分期表、意大利近現(xiàn)代服裝品牌四大階段的歷史分期表、中意服裝品牌歷史分期比較表以及中意服裝品牌年表。 3)提煉反映中意服裝品牌歷史最主要、最本質(zhì)變化的8個(gè)研究角度,并請10位專家意見征詢其有效性和可行性。確立6個(gè)研究角度,提出6組共12個(gè)假設(shè)。通過文獻(xiàn)查閱和市場調(diào)研取樣,確定共102個(gè)服裝品牌,并通過一手和二手資料獲得每個(gè)品牌的構(gòu)成要素信息,轉(zhuǎn)換成102個(gè)服裝品牌的樣本數(shù)據(jù)。通過對樣本數(shù)據(jù)的聚類分析和頻數(shù)統(tǒng)計(jì)分析,證明研究樣本的合理性和有效性。 4)采用歷史計(jì)量分析法進(jìn)行假設(shè)檢驗(yàn)。使用數(shù)據(jù)統(tǒng)計(jì)軟件SPSS分別對品牌階段和品牌性質(zhì)、核心產(chǎn)品、品牌定位、品牌管理、品牌實(shí)力和發(fā)展階段的樣本數(shù)據(jù)進(jìn)行交叉列聯(lián)表分析以及不同品牌階段一致性檢驗(yàn),并得到中意服裝品牌階段與品牌性質(zhì)、核心產(chǎn)品、品牌定位、品牌管理、品牌實(shí)力和發(fā)展階段關(guān)系共6個(gè)比較表。最后得到不同角度中意服裝品牌階段特征與假設(shè)檢驗(yàn)結(jié)果匯總表、每個(gè)研究角度下的分類(共26項(xiàng))各自的發(fā)展趨勢匯總表和中意服裝品牌歷史分期的假設(shè)與檢驗(yàn)比較匯總表。
[Abstract]:How to carry out the strategy of Chinese clothing brand and cultivate independent brand, especially the famous brand with international influence, has undoubtedly become an important topic in the field of clothing. The study of brand history by stages is the basis. In the literature about the history of clothing brand, there is no standard and stage model for the period of clothing brand history. By comparing the development history of Chinese and Italian clothing brands, this paper aims to find out the gap between China and the strong clothing countries and grasp the trend of clothing brand development in China. This paper attempts to solve the following four major problems: 1) compiling the chronology and chronology of Sino-Italian clothing brand; 2) establishing the stages of each historical stage of Sino-Italian clothing brand; 3) establishing the developing trend table of Sino-Italian clothing brand; 4) complete the comparative table of stages and trends of Sino-Italian clothing brand. Through literature review, concept definition, research hypothesis, scheme design, literature review, interview of experts and garment practitioners, field investigation, data mining and summary, this paper is devoted to revealing the historical development law and characteristics of Sino-Italian clothing brand. This paper accomplishes the following work as expected: 1) through the literature research, summarizes the clothing brand and the historical correlation theory. 2) through combing, summarizes the clothing brand historical stage division principle, proposed the division standard. By using the descriptive analysis method, the chronicles of Sino-Italian clothing brands are compiled, and the historical stages of the three stages of the Chinese modern clothing brands and the four stages of the Italian modern clothing brands are established, and the historical stages of the four major stages of the modern and modern clothing brands in Italy are established. Sino-Italy clothing brand history comparison table and Sino-Italian clothing brand chronology. 3) eight research angles reflecting the most important and essential changes in the history of Sino-Italian clothing brand were extracted, and 10 experts were asked to consult its validity and feasibility. Six groups of 12 hypotheses were proposed. A total of 102 clothing brands were determined by literature review and market research. The information of components of each brand was obtained through primary and secondary materials and converted into 102 sample data of clothing brands. Through cluster analysis and frequency statistical analysis of the sample data, the rationality and validity of the study are proved. 4) using historical econometric analysis to test hypothesis. Using the data statistic software SPSS to analyze the sample data of brand stage and brand property, core product, brand positioning, brand management, brand strength and development stage, and to test the consistency of different brand stages. Six comparative tables of the relationship between the brand stage and brand quality, core products, brand positioning, brand management, brand strength and development stage are obtained. Finally, a summary table of the test results of the stage characteristics and hypotheses of apparel brands from different angles is obtained. The summary of the development trends of each category (total of 26 items) and the comparative summary of assumptions and tests of the historical stages of clothing brands in China and Italy are given.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F426.86

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本文編號：2398199