意大利中高端时装品牌在中日市场的品牌形象比较

发布时间：2018-01-02 18:04

本文关键词：意大利中高端时装品牌在中日市场的品牌形象比较　出处：《华东师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：可以说这篇论文是我在华留学三年的成果。在参与意大利时装品牌的进口贸易工作的实习中,本人发现意大利品牌在不同国家的市场反应是不一样的,值得研究。本论文从品牌形象的角度来研究意大利中高端时装品牌。研究分析在中日两国市场中意大利中高端时装品牌是通过什么样的方式建设及加强自身的品牌形象。论文的结构包括三个部分：论文导论,论文主体和论文结论。论文导论里我将介绍论文的起源与背景介绍。然后第二个部分里来介绍品牌形象的中外文献,来解释品牌形象的五个主要因素：品牌个性,品牌标志,企业形象,COO效应与商店。然后来介绍意大利品牌在中日市场的品牌形象状态：按照我的品牌形象体系来分析两个意大利中高端时装品牌的品牌形象。为了提供具有现实价值的案例我选了Harry Sons和Vezzo为例。第三部分里按照案例分析的结果来给意大利中高端时装品牌一些建议,比较意大利对中日的贸易交流数据,会给意大利时装品牌些建议。
[Abstract]:It can be said that this thesis is the result of my study in China for three years. In the practice of participating in the import trade of Italian fashion brands, I found that the market reaction of Italian brands in different countries is different. This paper studies the Italian middle and high-end fashion brands from the perspective of brand image. Research and analysis of the Italian high-end fashion brands in China and Japan through what way to build and strengthen their own products. The structure of the thesis consists of three parts:. Introduction to the paper. In the introduction to the thesis I will introduce the origin and background of the paper. Then the second part will introduce the Chinese and foreign literature on brand image. To explain the five main factors of brand image: brand personality, brand logo, corporate image. COO effect and Store. Then introduce the brand image status of Italian brand in China and Japan:. According to my brand image system to analyze the brand image of two Italian high-end fashion brands. In order to provide a case of practical value I chose Harry. For example, Sons and Vezzo. The third part gives some advice to Italian high-end fashion brands according to the results of the case study. Comparing Italy's trade data with China and Japan will give Italian fashion brands some advice.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F416.86;F273.2

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