服装企业品牌培育管理体系研究

发布时间：2018-01-01 12:17

本文关键词：服装企业品牌培育管理体系研究　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：品牌战略作为制造强国的重大战略,已经受到社会各界的高度关注。中国服装行业品牌建设走过三十年的历程,取得了长足的进步,但大批企业缺少品牌建设的方法与体系。国外对于品牌与品牌管理有很多典型的理论研究,国内近几年也研究提出了工业企业品牌培育管理体系与纺织行业品牌培育管理体系,然而由于服装企业品牌发展的进程较其他行业较为超前,品牌类型多样,而对于服装企业来说,现有的品牌相关理论与体系的系统性、适用性、可操作性不强,因而,研究提出适用于服装企业的品牌培育管理体系是企业所需。本文在大量文献梳理研究的基础上,总结比较了国内外品牌相关理论,深入研究了我国服装企业品牌建设的现状、特点与不足,包括愈加注重创新能力提升,个性化与差异化趋势明显,文化与时尚内涵日渐提升等;而与此同时,国内服装品牌的核心竞争力还没有形成,缺乏系统、科学、适用性强的服装企业品牌培育管理体系,成为制约品牌发展的重要原因。本文通过对品牌管理要素与服装企业品牌发展特点的对比,通过调查问卷与专家论证,提出了服装企业品牌培育管理体系,以及开展品牌培育的关键要素,包括品牌定位与策划、产品开发与生产、品牌营销与推广、品牌文化与时尚。在此基础上,结合波司登品牌培育管理的典型经验案例,就该体系的实践应用进行了具体探讨。此外,从不同运营模式、不同发展阶段服装企业的不同特点出发,结合代表性品牌的做法,提出了不同类型服装企业构建体系时的关注点。本文在理论研究与案例分析的基础上,归纳提出了国内首个适用于服装企业的品牌培育管理体系,并且总结提出这一体系具有相通性、相异性、动态性这三大特点,即服装企业品牌培育管理有规律可循,不同类型企业间构建体系的关注点不同,同一企业构建品牌培育管理体系并非一成不变,而是要随着环境变化与自身发展不断调整完善。
[Abstract]:Brand strategy as a major strategic manufacturing powerhouse, has received attention from all sectors of society. The course of Chinese apparel industry brand building for thirty years, has made considerable progress, but the lack of a large number of enterprises and the system of brand building. There are a lot of foreign typical theories about brand and brand, China in recent years the research puts forward the cultivation of industrial enterprises in brand management system and the textile industry brand development management system, but because of brand development process is more advanced than other industries, the brand of various types, and for clothing enterprises, the application of the system of brand theory and the existing system, the maneuverability is not strong, therefore, to study and put forward suitable for clothing enterprise's brand development management system is needed by enterprises. Based on a large number of literature research, summarizes the comparison of the domestic and foreign brands The related theory, in-depth study of the status quo of brand building in China's garment enterprises, characteristics and deficiencies, including pay more attention to enhance the capability of independent innovation, the trend of individuation and difference, culture and fashion content increasing; while at the same time, the domestic clothing brand core competitiveness has not formed, lack of systematic, scientific, applicability brand development management system, has become an important reason for restricting the development of the brand. Based on the comparison of brand management and development characteristics of elements and clothing brands, through the questionnaire and expert argumentation, put forward the management system to cultivate the brand clothing enterprises, and key elements of brand cultivation, including brand positioning and planning, product development and production brand, marketing and promotion, brand culture and fashion. On this basis, combined with the typical Bosideng brand development management experience in case of this system Practical application was discussed. In addition, the different operation modes, different characteristics of different stages of development of garment enterprises, combined with the representative brand practice, put forward different types of clothing enterprises to construct the system of the attention point. Based on the theory research and case analysis, summed up the first domestic application management system to cultivate the brand clothing enterprises, and put forward this system has similarities, differences and dynamic nature of these three characteristics, namely the clothing enterprise brand cultivation management rules, different types of enterprises to construct the system of different focus, build brand development management system is not immutable and frozen the same enterprise, but with the changes of the environment with its own development and constantly adjust and improve.

【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F273.2

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