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北京服装品牌个性塑造研究

发布时间:2018-03-21 10:37

  本文选题:北京 切入点:服装品牌 出处:《北京服装学院》2008年硕士论文 论文类型:学位论文


【摘要】: 品牌个性是品牌识别的核心要素之一,对于产品款式容易模仿、产品同质化程度很高的服装品牌而言,塑造鲜明的品牌个性尤为重要。巴黎、伦敦、东京等地的服装品牌不仅风格迥异,而且区域特色鲜明,给消费者留下了深刻的印象。北京既有悠久的历史、丰厚的文化底蕴,又有规模化的服装产业,运用自身优势塑造独特的品牌个性,提升服装产业的竞争力、增加服装品牌的附加值势在必行。 本文通过研究品牌个性相关理论,结合服装品牌的特性,首先提出了服装品牌个性维度和服装品牌个性构成要素,然后以此为基础对北京服装品牌个性形成背景和北京服装品牌个性现状进行剖析,指出了北京服装品牌应有的个性特征,最后尝试着给出相应的塑造建议,以期为北京服装品牌建设提供新思路。
[Abstract]:Brand personality is one of the core elements of brand identification. It is particularly important to create a distinctive brand personality for clothing brands with a high degree of homogenization and easy imitation of product styles. Clothing brands in Tokyo and other places not only have very different styles, but also have distinct regional characteristics, leaving a deep impression on consumers. Beijing has a long history, rich cultural heritage, and a large-scale clothing industry. It is imperative to use its own advantages to create unique brand personality, to enhance the competitiveness of garment industry and to increase the added value of clothing brand. By studying the theory of brand personality and combining the characteristics of clothing brand, this paper first puts forward the dimension of clothing brand personality and the elements of clothing brand personality. Then it analyzes the background of the formation of Beijing clothing brand personality and the status quo of Beijing clothing brand personality, points out the personality characteristics of Beijing clothing brand, and finally tries to give corresponding suggestions. In order to provide new ideas for Beijing clothing brand construction.
【学位授予单位】:北京服装学院
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:F426.86

【引证文献】

相关期刊论文 前1条

1 欧阳夏子;宁俊;;服装品牌个性维度的构建[J];北京服装学院学报(自然科学版);2010年03期

相关硕士学位论文 前1条

1 王保鲁;女装品牌文字标识对消费者感知的影响分析[D];北京服装学院;2012年



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