服装品牌策划与目标市场定位的关系
发布时间：2018-08-17 12:02
【摘要】： 在世界经济格局呈现全球化的趋势之下,品牌竞争已经成为当今市场竞争的主要手段。品牌已经成为了企业竞争的法宝,出击市场的利器,服装产业自然也不例外。随着整个社会品牌意识的逐渐增强,消费者对服装品牌的选择标准也不单单停留在产品本身,而是通过品牌策划的实施受到了品牌文化的感染,建立了对品牌形象的信赖感。在这个竞争全球化,科技日新月异,消费者需求不断翻新,人口状况快速变化的时代里,品牌生存发展的唯一保证,是时刻谨记顾客的需求、偏好和期待。品牌竞争是“以人文本”的竞争方式,以消费者的需求为本,在合理的目标市场定位分析的基础上建立起来的品牌,才具有市场竞争力。服装企业要实施行之有效的成功品牌战略就必须给品牌一个合理、明确、独具个性的品牌定位。仔细分析目标市场,进行合理的定位,关系到品牌策划实施的各个环节,可以说品牌策划和目标市场定位是紧密相联系的。品牌策划与目标市场定位之间的关系就是本文研究的主要内容,希望通过本课题的研究,能够为制定科学合理的品牌策略提供理论依据和现实参考。
[Abstract]:Under the trend of globalization in the world economic pattern, brand competition has become the main means of market competition. Brand has become the magic weapon of enterprise competition, attack the market sharp weapon, clothing industry is no exception. With the gradual enhancement of the brand consciousness of the whole society, the consumer's choice standard of the clothing brand is not just the product itself, but is infected by the brand culture through the implementation of the brand planning, and establishes the sense of trust to the brand image. In this era of globalization of competition, rapid development of technology, renewal of consumer demand and rapid change of population, the only guarantee of brand survival and development is to keep customer needs, preferences and expectations in mind. Brand competition is the competition mode of "human text", which is based on the needs of consumers and established on the basis of reasonable market orientation analysis. In order to implement effective successful brand strategy, garment enterprises must give brand a reasonable, clear and unique brand positioning. Careful analysis of target market and reasonable positioning are related to all aspects of brand planning and implementation. It can be said that brand planning and target market positioning are closely related. The relationship between brand planning and target market positioning is the main content of this paper. It is hoped that the research can provide theoretical basis and practical reference for the formulation of scientific and reasonable brand strategy.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F407.86
[Abstract]:Under the trend of globalization in the world economic pattern, brand competition has become the main means of market competition. Brand has become the magic weapon of enterprise competition, attack the market sharp weapon, clothing industry is no exception. With the gradual enhancement of the brand consciousness of the whole society, the consumer's choice standard of the clothing brand is not just the product itself, but is infected by the brand culture through the implementation of the brand planning, and establishes the sense of trust to the brand image. In this era of globalization of competition, rapid development of technology, renewal of consumer demand and rapid change of population, the only guarantee of brand survival and development is to keep customer needs, preferences and expectations in mind. Brand competition is the competition mode of "human text", which is based on the needs of consumers and established on the basis of reasonable market orientation analysis. In order to implement effective successful brand strategy, garment enterprises must give brand a reasonable, clear and unique brand positioning. Careful analysis of target market and reasonable positioning are related to all aspects of brand planning and implementation. It can be said that brand planning and target market positioning are closely related. The relationship between brand planning and target market positioning is the main content of this paper. It is hoped that the research can provide theoretical basis and practical reference for the formulation of scientific and reasonable brand strategy.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F407.86
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