北京服裝自主品牌形象研究
發(fā)布時間：2018-08-26 12:46
【摘要】：品牌在20世紀經(jīng)過了蓬勃發(fā)展，進入21世紀以來，知名品牌數(shù)量已經(jīng)成為衡量一個國家經(jīng)濟實力的重要指標，消費者是否購買產(chǎn)品也不僅僅取決于產(chǎn)品本身，更多的考慮到產(chǎn)品或者服務帶給他們的品牌象征涵義。經(jīng)過了20余年的發(fā)展，北京服裝制造業(yè)已經(jīng)具備了一定的產(chǎn)業(yè)規(guī)模，，服裝品牌在國內(nèi)已形成明顯的競爭優(yōu)勢。然而品牌要擁有國際競爭力，品牌形象的維護和提升極為重要。 企業(yè)要想準確的掌握自己品牌與同類產(chǎn)品品牌形象之間的優(yōu)勢和差別，加速該品牌形象的提升，必須先對品牌形象做出準確的評價。為此，本文在系統(tǒng)歸納品牌、品牌形象的概念及內(nèi)涵、以及品牌形象模型等相關(guān)理論，深入分析服裝品牌、北京服裝品牌結(jié)構(gòu)分布現(xiàn)狀的基礎(chǔ)上，結(jié)合第一輪專家深度訪談，分別確立了由5個一級指標、13個二級指標和48個三級指標構(gòu)成的成衣服裝品牌形象評價體系和有5個一級指標、13個二級指標和46個三級指標構(gòu)成的設(shè)計師服裝品牌形象評價體系的層次結(jié)構(gòu)。在此基礎(chǔ)上，通過第二輪的專家訪談和層次分析，在層次分析軟件的協(xié)助下，分別測算出了兩類服裝品牌形象評價體系中各層級指標的權(quán)重分布，構(gòu)建了相應的服裝品牌形象測評體系。 為了綜合評價北京服裝品牌的品牌形象的整體情況，本文在2012年評選的2011年中國服裝品牌大獎，2011年北京十大時裝品牌金獎，以及北京市著名商標等評選活動的優(yōu)秀得主中按類別，分別選取女裝品牌“白領(lǐng)”、男裝品牌“順美”、內(nèi)衣品牌“愛慕”、運動裝品牌“李寧”4個成衣服裝品牌和東北虎和玫瑰坊2個設(shè)計師服裝品牌作為調(diào)研對象。通過消費者問卷訪談的形式，對這6個服裝品牌形象做出綜合測評，并對測評結(jié)果進行深入分析。根據(jù)分析結(jié)果，從企業(yè)自身和行業(yè)兩個角度提出了提升北京服裝自主品牌形象的具體對策。
[Abstract]:Brand has developed vigorously in the 20th century. Since entering the 21st century, the number of well-known brands has become an important indicator to measure the economic strength of a country. Whether consumers buy products or not depends not only on the products themselves. More to consider the product or service to their brand symbol meaning. After more than 20 years of development, Beijing garment manufacturing industry has a certain industrial scale, clothing brands in China has formed an obvious competitive advantage. However, to have international competitiveness, brand image maintenance and promotion is extremely important. If an enterprise wants to grasp the advantages and differences between its own brand and the brand image of similar products, and accelerate the promotion of the brand image, it must first make an accurate evaluation of the brand image. Therefore, based on the systematic induction of brand, the concept and connotation of brand image, and brand image model and other relevant theories, this paper deeply analyzes the current situation of clothing brand and Beijing clothing brand structure, and combines the first round of in-depth interviews with experts. The evaluation system of clothing brand image is established, which is composed of 5 primary indexes, 13 second class indexes and 48 third grade indexes, and the designer clothing products which are composed of 5 first class indexes, 13 second class indexes and 46 third grade indexes. The hierarchy of brand image evaluation system. On this basis, through the second round of expert interviews and hierarchical analysis, with the help of AHP software, the weight distribution of each level index in the evaluation system of two kinds of clothing brand image is calculated respectively. Build the corresponding clothing brand image evaluation system. In order to comprehensively evaluate the overall situation of the brand image of Beijing clothing brand, this paper selected the 2011 China Garment Brand Award in 2012, the 2011 Beijing Top Ten Fashion Brand Gold Award, As well as the outstanding winners of the famous trademark selection activities in Beijing, according to the category, respectively, select the women's wear brand "white-collar", the men's clothing brand "Shunmei", the underwear brand "adore", Li Ning, a sportswear brand, and two designer clothing brands, Amur Tiger and Rose Square, were investigated. Through the form of consumer questionnaire interview, this paper makes a comprehensive evaluation of the six clothing brand images, and deeply analyzes the evaluation results. According to the analysis results, this paper puts forward the concrete countermeasures to improve the image of Beijing clothing independent brand from the two angles of enterprise itself and industry.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.86;F274
本文編號：2204910
[Abstract]:Brand has developed vigorously in the 20th century. Since entering the 21st century, the number of well-known brands has become an important indicator to measure the economic strength of a country. Whether consumers buy products or not depends not only on the products themselves. More to consider the product or service to their brand symbol meaning. After more than 20 years of development, Beijing garment manufacturing industry has a certain industrial scale, clothing brands in China has formed an obvious competitive advantage. However, to have international competitiveness, brand image maintenance and promotion is extremely important. If an enterprise wants to grasp the advantages and differences between its own brand and the brand image of similar products, and accelerate the promotion of the brand image, it must first make an accurate evaluation of the brand image. Therefore, based on the systematic induction of brand, the concept and connotation of brand image, and brand image model and other relevant theories, this paper deeply analyzes the current situation of clothing brand and Beijing clothing brand structure, and combines the first round of in-depth interviews with experts. The evaluation system of clothing brand image is established, which is composed of 5 primary indexes, 13 second class indexes and 48 third grade indexes, and the designer clothing products which are composed of 5 first class indexes, 13 second class indexes and 46 third grade indexes. The hierarchy of brand image evaluation system. On this basis, through the second round of expert interviews and hierarchical analysis, with the help of AHP software, the weight distribution of each level index in the evaluation system of two kinds of clothing brand image is calculated respectively. Build the corresponding clothing brand image evaluation system. In order to comprehensively evaluate the overall situation of the brand image of Beijing clothing brand, this paper selected the 2011 China Garment Brand Award in 2012, the 2011 Beijing Top Ten Fashion Brand Gold Award, As well as the outstanding winners of the famous trademark selection activities in Beijing, according to the category, respectively, select the women's wear brand "white-collar", the men's clothing brand "Shunmei", the underwear brand "adore", Li Ning, a sportswear brand, and two designer clothing brands, Amur Tiger and Rose Square, were investigated. Through the form of consumer questionnaire interview, this paper makes a comprehensive evaluation of the six clothing brand images, and deeply analyzes the evaluation results. According to the analysis results, this paper puts forward the concrete countermeasures to improve the image of Beijing clothing independent brand from the two angles of enterprise itself and industry.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.86;F274
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本文編號：2204910
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