服装品牌建设的市场发展理论研究

发布时间：2018-03-24 01:04

本文选题：核心价值理念　切入点：品牌风格　出处：《湖北美术学院》2008年硕士论文

【摘要】： 服装品牌理念的设定及品牌风格的形成直接影响品牌日后的发展方向和未来命运,因此这两大要素不仅关系到品牌被目标消费群接纳的可能性,更关系到其日后的长久发展、持续延伸和消费群对品牌的忠诚。品牌是一种文化现象,所体现的风格、引起的联想、代表的形象,以及其最终的象征意义,都传达着品牌理念的内涵。品牌不是企业主观臆造的,而是消费者在生活中长期积累的结果。要创建强势的中国品牌,应从服装品牌理念的构建出发,深入到目标消费族群的细分中去,将他们的生存状态与品牌核心价值理念联系起来,通过对品牌风格和形象要素的分析定位,实现在目标消费者联想过程中,服装品牌理念与品牌风格二者之间的成功传达与认知的转换,改变以往主要靠策划者对于表现品牌理念设定与品牌风格转化过程的控制阶段的主观臆断。这个过程将消费者的个性特征、生活环境、品牌传达的信息密切结合,品牌信息穿过各种屏障后,最终留在消费者脑海中的就是品牌的理念和特征。
[Abstract]:The establishment of clothing brand concept and the formation of brand style directly affect the future development direction and future fate of the brand. Therefore, these two elements are not only related to the possibility of the brand being accepted by the target consumer group, but also related to the long-term development of the brand in the future. Continuous extension and consumer loyalty to the brand. Brand is a kind of cultural phenomenon, which embodies the style, the association, the representative image, and its ultimate symbolic meaning, all of which convey the connotation of the brand idea. The brand is not the subjective conjecture of the enterprise. If we want to create a strong Chinese brand, we should proceed from the concept of clothing brand and go deep into the subdivision of target consumer groups. Through the analysis of brand style and image elements, they can be realized in the process of target consumer association. The successful communication and cognitive transformation between clothing brand concept and brand style, To change the assumptions of planners about the controlling stage of the process of brand concept setting and brand style transformation. This process closely combines the consumer's personality characteristics, living environment, and the information conveyed by the brand. After the brand information passes through all kinds of barriers, what stays in the consumer's mind finally is the brand idea and the characteristic.
【学位授予单位】：湖北美术学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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