服装品牌来源国与产品制造国等级研究

发布时间：2018-07-05 04:28

本文选题：服装 + 品牌来源国　；参考：《东华大学》2009年硕士论文

【摘要】：近几十年来,随着经济全球化推进,市场全球化的进程不断加快,传统意义上的纯粹国内市场已经不复存在。企业面临的竞争已不再是国内或经济体内部的竞争,而是国际竞争。在这种竞争背景中,作为驱动品牌无形资产的品牌形象,已经成为企业战略发展的核心课题。在品牌及其产品评估时,原产地被认为是消费者对品牌形象做出判断的重要外在线索之一。如何利用消费者对原产地的认知,成为本研究的出发点。教育部科技查新站的查新报告显示,本课题的研究内容,尚未见有具体报道,具有新颖性。本课题的研究工作包括六个部分：1)进行理论文献研究,界定了服装品牌来源国与服装产品制造国的概念；2)根据国家形象理论,提取出影响国家形象的因素,并设计调研问卷,通过20名有服装专业背景的消费者的第一轮因素穷尽调研和99名普通消费者的第二轮因素筛选和确定的调研,得到了21个影响服装品牌来源国与产品制造国等级的因素；3)采用第二轮调研问卷得到的因素,设计权重问卷,通过对209名消费者的第三轮权重问卷调研,分别得到服装品牌来源国等级因素权重值表和服装产品制造国等级因素权重值表；4)在权重值表的基础上构建了服装品牌来源国与服装产品制造国等级评价体系,并将它们命名为"FBOC评价体系”和"FPMC评价体系”。每个评价体系包括5个一级评价指标和21个二级评价指标,并建立了包括绝对性评定、相对性评定、比较性评定和发展性评定在内的4种评价体系的评价方法。5)选择了十个主要服装品牌来源国与十个主要服装产品制造国,通过对103名消费者的问卷调研,应用服装品牌来源国与产品制造国等级的评价体系,分别得到了服装品牌来源国与服装产品制造国的等级排序；6)选择了6个服装品牌来源国与10个服装产品制造国,通过对198名消费者的问卷调研,应用第五章所得到的国家等级排序结论,区别了六种国家组合情况,建立了服装品牌来源国-服装产品制造国矩阵(FBOC-FPMC矩阵)。
[Abstract]:In recent decades, with the advancement of economic globalization, the process of market globalization has been accelerated, the traditional sense of pure domestic market has ceased to exist. The competition faced by enterprises is no longer domestic or economic competition, but international competition. In this kind of competition background, the brand image, which drives the brand intangible assets, has become the core topic of the enterprise strategic development. In the evaluation of brand and its products, origin is regarded as one of the important external clues for consumers to judge brand image. How to make use of consumers' cognition of origin has become the starting point of this study. The report of the Science and Technology novelty search Station of the Ministry of Education shows that the research content of this subject has not been reported specifically, and it is novel. The research work of this subject includes six parts: 1) carry on the theoretical literature research, defines the clothing brand origin country and the clothing product manufacture country concept 2) according to the national image theory, extracts the influence national image factor. And design a questionnaire, through 20 consumers with clothing professional background of the first round of factor exhaustive survey and 99 ordinary consumers of the second round of factor screening and determination of the survey, We obtained 21 factors that influence the grade of clothing brand origin and manufacturing country. We used the second questionnaire to design the weight questionnaire, and through the third round of weight questionnaire to 209 consumers, we designed the weight questionnaire. On the basis of the weight value table, the evaluation system of the country of origin and the country of manufacture of garment products is constructed. They are named FBOC evaluation system and FPMC evaluation system. Each evaluation system consists of 5 first-level evaluation indicators and 21 second-level evaluation indicators. The evaluation methods of four evaluation systems, including comparative assessment and developmental assessment, selected ten countries of origin and ten countries of manufacture of major clothing brands. A questionnaire survey was conducted among 103 consumers. Based on the evaluation system of the countries of origin and manufacture of clothing brands, the rank ranking of the countries of origin and manufacture of clothing brands was obtained respectively. 6) six countries of origin and 10 countries of manufacture of clothing products were selected. Based on the questionnaire survey of 198 consumers and the conclusion of national ranking in Chapter 5, this paper distinguishes six kinds of country combinations, and establishes the country of Origin of clothing brand (FBOC-FPMC matrix).
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F416.86

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