本文關(guān)鍵詞： 品牌性格 整合營(yíng)銷 需求導(dǎo)向　出處：《上海外國(guó)語(yǔ)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：中國(guó)的服裝行業(yè)自改革開(kāi)放以來(lái)，品牌的生長(zhǎng)塑造一直處于探索期，絕大多數(shù)本土品牌在發(fā)展上遇到了瓶頸。在這三十年期間，人們的生活水平得到極大的提高，消費(fèi)者需求不斷變化，消費(fèi)者開(kāi)始尋找與內(nèi)心能發(fā)生共鳴、表現(xiàn)自我個(gè)性，身心愉快的品牌。同時(shí)，中國(guó)的市場(chǎng)非常豐富，14億人口的穿衣需求是個(gè)了不起的市場(chǎng)，同時(shí)消費(fèi)層次很復(fù)雜，60后與90年后對(duì)時(shí)尚的領(lǐng)會(huì)差距很大，貧富收入的差距很大，，以及各地的文化差異也造成對(duì)時(shí)尚的解讀不一樣，這種多元化的差異為中國(guó)市場(chǎng)上的眾多品牌提供了沃土。 K品牌定位于小眾市場(chǎng)，于90年代以國(guó)際品牌的姿態(tài)進(jìn)入中國(guó)市場(chǎng)，憑借品牌奢華、性感、時(shí)尚的個(gè)性一時(shí)深受消費(fèi)者與渠道商的青睞。但是K品牌在發(fā)展過(guò)程中逐漸迷失了自我個(gè)性，盲目追隨潮流從而失去了品牌的核心理念與品牌號(hào)召力，定位混亂，形象也失去原有的活力與動(dòng)感，如何主動(dòng)的通過(guò)重新塑造品牌的魅力，發(fā)揮K品牌在銷售網(wǎng)絡(luò)、時(shí)尚品味、服務(wù)、及版形上的優(yōu)勢(shì)，適應(yīng)不斷變化的客戶需求是本文準(zhǔn)備解決的問(wèn)題。 本文在對(duì)中國(guó)服裝市場(chǎng)現(xiàn)狀進(jìn)行研究分析的基礎(chǔ)上，利用品牌個(gè)性論、IMC整合營(yíng)銷理論、SWOT分析法對(duì)K品牌結(jié)合品牌個(gè)性進(jìn)行整合營(yíng)銷傳播的必要性進(jìn)行充分論證，進(jìn)而通過(guò)IMC整合營(yíng)銷理論來(lái)制定提升K品牌的影響力的實(shí)施方案，包括提煉品牌的核心概念；以4Cs理論建立以消費(fèi)者需求為導(dǎo)向的策略來(lái)設(shè)計(jì)品牌的產(chǎn)品、服務(wù)、廣告宣傳來(lái)傳遞品牌的個(gè)性價(jià)值。以及通過(guò)攝影、立模、賣(mài)場(chǎng)裝修來(lái)表達(dá)品牌的個(gè)性，本文的最后提出了實(shí)施方案以及實(shí)施過(guò)程中需要注意的地方。本文的研究成果對(duì)品牌如何實(shí)施以消費(fèi)者為導(dǎo)向的IMC整合營(yíng)銷傳播具有一定借鑒意義，同時(shí)對(duì)服裝品牌如何塑造品牌個(gè)性具有重要參考價(jià)值。
[Abstract]:Since the reform and opening up of China's clothing industry, brand growth has been in the exploration period, most of the local brands in the development of the bottleneck. During these 30 years. People's living standards have been greatly improved, consumer demand is constantly changing, consumers begin to look for brands that can resonate with their hearts, express their own personality, and enjoy themselves. At the same time, the market in China is very rich. The clothing demand of 1.4 billion people is a remarkable market, and the consumption level is very complicated after 60 and 90 years after the understanding of fashion gap is very big, rich and poor income gap is very big. And cultural differences around the world also lead to different interpretations of fashion, the diversity of the Chinese market for many brands to provide fertile ground. K brand positioning in the niche market, in 90s to the international brand posture into the Chinese market, with the brand luxury, sexy. Fashion personality is favored by consumers and channel merchants for a time. But K brand gradually lost its own personality in the process of development, blindly followed the trend and lost its core concept and brand appeal. Positioning confusion, image also lost the original vitality and dynamic, how to actively re-shape the brand charm, play to K brand in the sales network, fashion taste, service, and version of the advantages. Adapting to changing customer needs is the problem this paper is going to solve. Based on the research and analysis of the current situation of China's clothing market, this paper makes use of the theory of brand personality and IMC integrated marketing theory. SWOT analysis of K brand combined with the brand personality of the necessity of integrated marketing communication is fully demonstrated, and then through the IMC integrated marketing theory to formulate to enhance the impact of K brand implementation plan. Including refining the core concept of the brand; Based on the 4Cs theory, a consumer-demand-oriented strategy is established to design the brand's products, services, and advertising to convey the brand's individual value, as well as to express the brand's personality through photography, modeling and store decoration. At the end of this paper, we put forward the implementation plan and the place that should pay attention to in the process of implementation. The research results of this paper have certain reference significance to how to implement the consumer-oriented IMC integrated marketing communication. At the same time, the clothing brand how to mold brand personality has important reference value.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F426.86

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