本文選題：家用紡織品 + 消費(fèi)者視角��； 參考：《浙江理工大學(xué)》2015年碩士論文

【摘要】：品牌建設(shè)主要包括品牌定位品牌形象品牌傳播以及品牌的整體營銷，而品牌定位中又包括品牌介紹品牌個(gè)性品牌價(jià)值品牌戰(zhàn)略等，品牌個(gè)性是品牌人格化情感化及個(gè)性化的品牌形象的塑造在這個(gè)彰顯個(gè)性的時(shí)代，品牌個(gè)性在品牌建設(shè)中的作用日益凸顯近年來，家紡品牌發(fā)展取得顯著成效，但品牌同質(zhì)化以及品牌集中度低等現(xiàn)象依然普遍存在，隨著家紡消費(fèi)者的消費(fèi)觀念和消費(fèi)方式日趨情感化，品牌個(gè)性塑造的問題不容忽視 論文首先通過查閱國內(nèi)外文獻(xiàn)資料，概述品牌個(gè)性的概念及特點(diǎn)，結(jié)合家紡品牌特征，對家紡品牌個(gè)性以及家紡品牌個(gè)性維度進(jìn)行闡述，，分析家紡品牌個(gè)性與其它品牌個(gè)性的差異其次，通過對專家和消費(fèi)者的深度訪談，設(shè)計(jì)家紡品牌個(gè)性問卷，對被調(diào)查者的基本信息進(jìn)行收集與分析，可知消費(fèi)者群體的人口特征和品牌個(gè)性之間存在著直接聯(lián)系，其年齡受教育程度社會(huì)地位興趣愛好生活及工作環(huán)境等個(gè)性因素在一定程度上會(huì)影響消費(fèi)者的個(gè)性訴求再運(yùn)用SPSS軟件對回收的有效問卷進(jìn)行數(shù)據(jù)分析，獲得家紡品牌個(gè)性維度量表，家紡品牌的個(gè)性主要表現(xiàn)在純真和稱職這兩個(gè)維度，具體個(gè)性特征表現(xiàn)為自然舒適靜謐女性時(shí)尚經(jīng)典實(shí)用私密等；以莎鯊家紡品牌為實(shí)測對象，運(yùn)用問卷調(diào)查法和數(shù)學(xué)分析法獲得莎鯊家紡品牌個(gè)性維度量表，莎鯊家紡品牌的個(gè)性維度主要表現(xiàn)為純真和刺激，具體品牌個(gè)性表現(xiàn)為時(shí)尚奢華優(yōu)雅精致等，表明家紡品牌個(gè)性維度量表具有一定的有效性，并且，不同品牌的個(gè)性維度存在差異，因此企業(yè)在品牌的實(shí)際運(yùn)營中應(yīng)結(jié)合自身品牌特征進(jìn)行品牌個(gè)性的塑造最后，根據(jù)品牌個(gè)性維度理論，提出品牌個(gè)性在現(xiàn)代家紡品牌產(chǎn)品設(shè)計(jì)中的創(chuàng)新啟示，即品牌個(gè)性維度的建立可以更好地細(xì)分家紡行業(yè)市場，為品牌與市場以及消費(fèi)者需求之間找尋準(zhǔn)確的品牌定位；運(yùn)用品牌個(gè)性維度的研究可以比較系統(tǒng)科學(xué)的總結(jié)出品牌個(gè)性特征，并使之與消費(fèi)者個(gè)性特質(zhì)相匹配，在此基礎(chǔ)上細(xì)分家紡的產(chǎn)品結(jié)構(gòu)，更有針對性的對產(chǎn)品進(jìn)行設(shè)計(jì)開發(fā)定位 綜上所述，品牌個(gè)性維度具有理論研究和實(shí)踐應(yīng)用雙重意義，在現(xiàn)今家紡品牌競爭的營銷背景下，家紡企業(yè)要想樹立獨(dú)特的品牌形象，贏得忠誠客戶群，應(yīng)明確自身的品牌定位，塑造鮮明的品牌個(gè)性在塑造品牌個(gè)性的過程中，可以通過自身的品牌個(gè)性維度測量，進(jìn)行產(chǎn)品的個(gè)性化設(shè)計(jì)及營銷模式的個(gè)性化定制，使品牌個(gè)性化情感化消費(fèi)成為新的消費(fèi)時(shí)尚
[Abstract]:Brand construction mainly includes brand positioning, brand image, brand communication and brand overall marketing, and brand positioning includes brand introduction, individual brand value, brand strategy, etc. Brand individuality is the personalization of brand and the shaping of individual brand image. In this era, brand personality plays a more and more important role in brand construction. In recent years, the development of home textile brand has achieved remarkable results. However, the homogeneity of brand and the low concentration of brand still exist widely. With the increasing emotion of consumer's consumption concept and consumption mode, the problem of shaping brand personality can not be ignored. First of all, through consulting domestic and foreign literature, this paper summarizes the concept and characteristics of brand personality, combining with the characteristics of home textile brand, expounds the family textile brand personality and the dimension of home textile brand personality. Secondly, through the in-depth interviews with experts and consumers, the author designs the household textile brand personality questionnaire to collect and analyze the basic information of the respondents. It can be seen that there is a direct relationship between the demographic characteristics of the consumer group and the brand personality. Their age, education, social status, interest, life, working environment and other personality factors will influence consumers' personality demands to a certain extent and then use SPSS software to carry out data analysis on the valid questionnaires. Home textile brand personality dimension scale, home textile brand personality mainly in the dimensions of innocence and competence, the specific personality characteristics of natural comfort, quiet, women fashion classic, practical privacy, etc. The questionnaire and mathematical analysis were used to obtain the personality dimension scale of Shark home textile brand. The personality dimension of the brand was mainly pure and stimulating, and the specific brand personality was fashion, luxury, elegant and exquisite. It shows that the scale of family textile brand personality dimension has certain validity, and different brand personality dimensions are different, so enterprises should combine their own brand characteristics in the actual operation of the brand to shape the brand personality. According to the theory of brand personality dimension, this paper puts forward the innovation enlightenment of brand personality in the design of modern home textile brand product, that is, the establishment of brand personality dimension can better subdivide the market of home textile industry. For the brand and the market as well as the consumer demand between the accurate brand positioning; using the brand personality dimension of the study can be more systematic and scientific summary of brand personality characteristics and make it match with consumer personality characteristics. On the basis of this, the product structure of home textile is subdivided, and the design and development orientation of the product is more targeted. To sum up, the dimension of brand personality has both theoretical research and practical significance. Under the marketing background of home textile brand competition, home textile enterprises want to establish a unique brand image, win loyal customer base, In the process of shaping brand personality, we can measure the dimension of brand personality, carry on the individuation design of product and the individualized customization of marketing mode. Making brand individualized emotional consumption a new consumption fashion
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.81;F273.2;TS106.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前4條

1 金立印;;基于品牌個(gè)性及品牌認(rèn)同的品牌資產(chǎn)驅(qū)動(dòng)模型研究[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2006年01期

2 張俊妮;江明華;龐雋;;品牌個(gè)性與消費(fèi)者個(gè)性相關(guān)關(guān)系的實(shí)證研究[J];經(jīng)濟(jì)科學(xué);2005年06期

3 黃勝兵,盧泰宏;品牌個(gè)性維度的本土化研究[J];南開管理評論;2003年01期

4 閭志俊;;家紡產(chǎn)品消費(fèi)行為與營銷策略研究[J];浙江紡織服裝職業(yè)技術(shù)學(xué)院學(xué)報(bào);2008年02期

本文編號(hào)：1900389