本文選題：男裝　切入點(diǎn)：品牌定位　出處：《東北師范大學(xué)》2014年碩士論文

【摘要】：改革開(kāi)放以來(lái)，中國(guó)男裝經(jīng)過(guò)三十多年的發(fā)展，已經(jīng)成為我國(guó)服裝行業(yè)發(fā)展較為成熟的子行業(yè)之一，成功地創(chuàng)立了柒牌、七匹狼、利郎、勁霸、報(bào)喜鳥(niǎo)、馬克華菲等眾多國(guó)內(nèi)知名的男裝品牌，品牌化也成為了我國(guó)男裝品牌創(chuàng)建以及發(fā)展的基本思路。但是，進(jìn)入新世紀(jì)以來(lái)，男士服裝款式變化不大，風(fēng)格相對(duì)單一的問(wèn)題使得我國(guó)的男裝行業(yè)出現(xiàn)了嚴(yán)重的同質(zhì)化問(wèn)題，，同時(shí)，國(guó)際男裝品牌的強(qiáng)勢(shì)入駐也影響著本土男裝的國(guó)內(nèi)市場(chǎng)份額，我國(guó)的男裝品牌面臨著前所未有的挑戰(zhàn)，亟需在新的局面中尋找新的發(fā)展。 在品牌的塑造中，品牌定位居于核心地位，不僅賦予了男裝在品牌特征、功能以及屬性等文化方面的內(nèi)涵，也是品牌設(shè)計(jì)以及營(yíng)銷(xiāo)的基礎(chǔ)，對(duì)品牌定位的研究不僅能夠給我國(guó)男裝的品牌化發(fā)展和國(guó)際化發(fā)展提供更多的參考，同時(shí)也能夠?yàn)檠芯课覈?guó)男裝品牌的發(fā)展現(xiàn)狀提供多一種思路。 本文通過(guò)對(duì)國(guó)內(nèi)知名本土男裝品牌定位的研究，分析其品牌定位的文化內(nèi)涵，將在傳統(tǒng)價(jià)值觀、現(xiàn)代價(jià)值觀以及后現(xiàn)代思潮影響下的不同的男裝品牌的定位方式進(jìn)行歸類(lèi)研究，分析歸納出中國(guó)男裝品牌定位重認(rèn)知、審美次之的特征，并結(jié)合相關(guān)理論分析男裝品牌這種定位特征形成的原因。在此基礎(chǔ)上，提出我國(guó)男裝品牌定位未來(lái)的發(fā)展方向：面對(duì)國(guó)內(nèi)市場(chǎng)，定位需要更加多元化，以滿足不同的消費(fèi)需求并加大品牌差異化；而面對(duì)國(guó)際化發(fā)展時(shí)，還需要從審美設(shè)計(jì)以及民族風(fēng)格方面尋找到定位價(jià)值，為中國(guó)男裝走上國(guó)際舞臺(tái)塑造出有獨(dú)特性以及認(rèn)同度的品牌形象。
[Abstract]:Since the reform and opening up, after more than 30 years of development, Chinese men's wear has become one of the more mature sub-industries in the clothing industry in China. It has successfully established Qi Brand, Seven Coyotes, Lilang, Jinba, and Birds of Happiness. Mark Huafi and many other well-known men's wear brands in China, branding has also become the basic idea for the establishment and development of men's wear brands in China. However, since entering the new century, men's clothing styles have not changed much. The problem of relatively single style makes the men's wear industry of our country appear serious homogenization problem. At the same time, the strong entry of international men's wear brand also affects the domestic market share of local men's wear. The men's wear brand in our country is facing unprecedented challenges, so it is urgent to find new development in the new situation. In the brand shaping, brand positioning is the core, which not only endows men's clothing with the cultural connotations of brand characteristics, functions and attributes, but also is the basis of brand design and marketing. The research on brand positioning can not only provide more references for the development of brand and internationalization of men's wear in China, but also provide an additional way of thinking for the study of the current situation of development of men's wear brand in China. This paper analyzes the cultural connotation of domestic famous local men's clothing brand positioning, which will be based on traditional values. Under the influence of modern values and postmodern trend of thought, different positioning methods of men's wear brands are classified and studied, and the characteristics of Chinese men's clothing brand positioning are analyzed and summarized. On the basis of this, the author puts forward the future development direction of men's clothing brand positioning in China: facing the domestic market, positioning needs to be more diversified. In order to meet different consumption needs and increase brand differentiation, and in the face of international development, we also need to find the positioning value from the aspects of aesthetic design and national style. Chinese men's wear on the international stage to create a unique and identity of the brand image.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.86;F273.2

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