基于绩效视角的森马服饰品牌组合策略研究

发布时间：2018-11-15 17:28

【摘要】：随着中国居民收入水平的不断提高,消费支出服装产品的能力不断提升,中国已逐渐成为全球最大的服装消费市场,吸引了大量国外品牌的涌入,同时国内品牌的异军突起使服装行业的竞争越来越白热化。由于消费群体观念转变,他们更加注重服装产品个性化、品质化等特征。为提高企业绩效,降低风险,满足消费者多样化需求,很多企业通过自主创品牌、并购、代理等形式建立多个品牌,向多个细分市场进行扩张,实施多品牌组合策略。森马服饰有限股份公司是一家实施多品牌组合策略的企业,公司旗下拥有“森马”和“巴拉巴拉”两大主要服饰品牌。在竞争日趋激烈的环境中,森马服饰如何优化品牌组合以提高公司绩效成为企业管理者密切关注的问题。本文旨在通过对森马服饰基于绩效的品牌组合策略的深入研究与分析,利用定性和定量相结合的分析方法,分析森马服饰旗下“巴拉巴拉”品牌、“森马”品牌与企业绩效相关性,分析“巴拉巴拉”品牌和“森马”品牌协同发展关系。结合分析结果,为森马服饰通过优化品牌组合提出决策借鉴,也为同行业的其它企业实施品牌组合优化提供参考。首先,梳理了国内外有关于品牌组合研究的相关文献;第二,阐述品牌组合理论以及评价企业绩效方法;第三,整理了森马服饰品牌组合中的“森马”和“巴拉巴拉”两大品牌发展情况,分析森马服饰品牌组合的绩效现状,得出森马服饰品牌组合中“巴拉巴拉”对企业的绩效贡献好于“森马”;最后,通过运用相关与回归分析方法、系统论方法,分析森马服饰品牌组合“森马”和“巴拉巴拉”品牌与企业绩效的相关程度、两大品牌的协同关系,得出“巴拉巴拉”与企业绩效的相关性高于“森马”,两大品牌的协调水平较为勉强。基于分析结果,对森马服饰品牌组合提出了改进措施,可供企业参考。
[Abstract]:With the rising income level of Chinese residents and the increasing ability of consumer spending clothing products, China has gradually become the largest clothing consumption market in the world, attracting a large number of foreign brands to pour in. At the same time, the sudden emergence of domestic brands makes the competition of clothing industry more and more intense. Because consumer group idea changes, they pay more attention to clothing product personalization, quality and so on characteristic. In order to improve enterprise performance, reduce risks and meet the diversified needs of consumers, many enterprises establish multiple brands through independent brand creation, M & A, agency and other forms, expand to a number of segments of the market, and implement multi-brand combination strategy. Senma Apparel Co., Ltd. is a multi-brand portfolio of enterprises, the company owns the "Senma" and "Barra" two major clothing brands. In the increasingly competitive environment, how to optimize the brand combination to improve corporate performance has become a close concern of enterprise managers. The purpose of this paper is to study and analyze the Performance-based Brand combination Strategy of Senma Costume, and to analyze the Barra brand by combining qualitative and quantitative methods. The relationship between the brand of "Senma" and the enterprise performance is analyzed, and the relationship between the brand of "Barra" and the brand of "Senma" is analyzed. Combined with the analysis results, this paper provides a reference for Senma clothing to optimize brand combination through decision-making, and also provides reference for other enterprises in the same industry to implement brand portfolio optimization. First of all, combing the domestic and foreign literature on brand portfolio research; second, the theory of brand combination and the evaluation of corporate performance methods; Thirdly, the development of "Senma" and "Barra" in Senma clothing brand combination is analyzed, and the current performance of Senma apparel brand combination is analyzed. It is concluded that the contribution of "Barra" to the performance of the enterprise is better than that of "Senma". Finally, by using the method of correlation and regression analysis and the method of system theory, this paper analyzes the correlation degree between the brands of Senma and Barra and the corporate performance, and the synergistic relationship between the two brands. It is concluded that the correlation between Barra and enterprise performance is higher than that of Senma, and the coordination level of the two brands is more grudging. Based on the results of the analysis, this paper puts forward the improvement measures for the Senma clothing brand combination, which can be used as a reference for enterprises.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F273.2

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