中意服装品牌发展沿革比较研究
发布时间：2019-01-02 07:35
【摘要】：如何实施中国服装品牌战略,培养自主品牌,尤其是国际影响力的名牌无疑成为服装领域的重大课题。“治史所以明变”,对品牌历史进行分期研究是基础。在有关涉及服装品牌历史研究文献中,尚未建立服装品牌历史分期的标准和阶段模式。本文通过对中意服装品牌发展历史的比较,旨在找到与服装强国的差距,把握我国服装品牌发展趋势。 本文试图解决如下四大问题： 1)编制中意服装品牌大事记和年表； 2)确立中意服装品牌各历史阶段的分期； 3)确立中意服装品牌发展趋势表； 4)完成中意服装品牌各历史阶段的分期和趋势异同点比较表。 通过文献综述、概念界定、研究假设、方案设计、文献查阅、专家和服装从业人员访谈、实地调研、数据挖掘和归纳总结,致力于揭示中意服装品牌历史发展规律及特征。 本文按预期完成以下工作： 1)通过文献研究,归纳总结服装品牌和史学相关理论。 2)通过梳理,总结服装品牌历史阶段划分原则,提出了划分标准。采用描述分析法编制了中意服装品牌大事记,确立中国近现代服装品牌三大阶段的历史分期表、意大利近现代服装品牌四大阶段的历史分期表、中意服装品牌历史分期比较表以及中意服装品牌年表。 3)提炼反映中意服装品牌历史最主要、最本质变化的8个研究角度,并请10位专家意见征询其有效性和可行性。确立6个研究角度,提出6组共12个假设。通过文献查阅和市场调研取样,确定共102个服装品牌,并通过一手和二手资料获得每个品牌的构成要素信息,转换成102个服装品牌的样本数据。通过对样本数据的聚类分析和频数统计分析,证明研究样本的合理性和有效性。 4)采用历史计量分析法进行假设检验。使用数据统计软件SPSS分别对品牌阶段和品牌性质、核心产品、品牌定位、品牌管理、品牌实力和发展阶段的样本数据进行交叉列联表分析以及不同品牌阶段一致性检验,并得到中意服装品牌阶段与品牌性质、核心产品、品牌定位、品牌管理、品牌实力和发展阶段关系共6个比较表。最后得到不同角度中意服装品牌阶段特征与假设检验结果汇总表、每个研究角度下的分类(共26项)各自的发展趋势汇总表和中意服装品牌历史分期的假设与检验比较汇总表。
[Abstract]:How to carry out the strategy of Chinese clothing brand and cultivate independent brand, especially the famous brand with international influence, has undoubtedly become an important topic in the field of clothing. The study of brand history by stages is the basis. In the literature about the history of clothing brand, there is no standard and stage model for the period of clothing brand history. By comparing the development history of Chinese and Italian clothing brands, this paper aims to find out the gap between China and the strong clothing countries and grasp the trend of clothing brand development in China. This paper attempts to solve the following four major problems: 1) compiling the chronology and chronology of Sino-Italian clothing brand; 2) establishing the stages of each historical stage of Sino-Italian clothing brand; 3) establishing the developing trend table of Sino-Italian clothing brand; 4) complete the comparative table of stages and trends of Sino-Italian clothing brand. Through literature review, concept definition, research hypothesis, scheme design, literature review, interview of experts and garment practitioners, field investigation, data mining and summary, this paper is devoted to revealing the historical development law and characteristics of Sino-Italian clothing brand. This paper accomplishes the following work as expected: 1) through the literature research, summarizes the clothing brand and the historical correlation theory. 2) through combing, summarizes the clothing brand historical stage division principle, proposed the division standard. By using the descriptive analysis method, the chronicles of Sino-Italian clothing brands are compiled, and the historical stages of the three stages of the Chinese modern clothing brands and the four stages of the Italian modern clothing brands are established, and the historical stages of the four major stages of the modern and modern clothing brands in Italy are established. Sino-Italy clothing brand history comparison table and Sino-Italian clothing brand chronology. 3) eight research angles reflecting the most important and essential changes in the history of Sino-Italian clothing brand were extracted, and 10 experts were asked to consult its validity and feasibility. Six groups of 12 hypotheses were proposed. A total of 102 clothing brands were determined by literature review and market research. The information of components of each brand was obtained through primary and secondary materials and converted into 102 sample data of clothing brands. Through cluster analysis and frequency statistical analysis of the sample data, the rationality and validity of the study are proved. 4) using historical econometric analysis to test hypothesis. Using the data statistic software SPSS to analyze the sample data of brand stage and brand property, core product, brand positioning, brand management, brand strength and development stage, and to test the consistency of different brand stages. Six comparative tables of the relationship between the brand stage and brand quality, core products, brand positioning, brand management, brand strength and development stage are obtained. Finally, a summary table of the test results of the stage characteristics and hypotheses of apparel brands from different angles is obtained. The summary of the development trends of each category (total of 26 items) and the comparative summary of assumptions and tests of the historical stages of clothing brands in China and Italy are given.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.86
[Abstract]:How to carry out the strategy of Chinese clothing brand and cultivate independent brand, especially the famous brand with international influence, has undoubtedly become an important topic in the field of clothing. The study of brand history by stages is the basis. In the literature about the history of clothing brand, there is no standard and stage model for the period of clothing brand history. By comparing the development history of Chinese and Italian clothing brands, this paper aims to find out the gap between China and the strong clothing countries and grasp the trend of clothing brand development in China. This paper attempts to solve the following four major problems: 1) compiling the chronology and chronology of Sino-Italian clothing brand; 2) establishing the stages of each historical stage of Sino-Italian clothing brand; 3) establishing the developing trend table of Sino-Italian clothing brand; 4) complete the comparative table of stages and trends of Sino-Italian clothing brand. Through literature review, concept definition, research hypothesis, scheme design, literature review, interview of experts and garment practitioners, field investigation, data mining and summary, this paper is devoted to revealing the historical development law and characteristics of Sino-Italian clothing brand. This paper accomplishes the following work as expected: 1) through the literature research, summarizes the clothing brand and the historical correlation theory. 2) through combing, summarizes the clothing brand historical stage division principle, proposed the division standard. By using the descriptive analysis method, the chronicles of Sino-Italian clothing brands are compiled, and the historical stages of the three stages of the Chinese modern clothing brands and the four stages of the Italian modern clothing brands are established, and the historical stages of the four major stages of the modern and modern clothing brands in Italy are established. Sino-Italy clothing brand history comparison table and Sino-Italian clothing brand chronology. 3) eight research angles reflecting the most important and essential changes in the history of Sino-Italian clothing brand were extracted, and 10 experts were asked to consult its validity and feasibility. Six groups of 12 hypotheses were proposed. A total of 102 clothing brands were determined by literature review and market research. The information of components of each brand was obtained through primary and secondary materials and converted into 102 sample data of clothing brands. Through cluster analysis and frequency statistical analysis of the sample data, the rationality and validity of the study are proved. 4) using historical econometric analysis to test hypothesis. Using the data statistic software SPSS to analyze the sample data of brand stage and brand property, core product, brand positioning, brand management, brand strength and development stage, and to test the consistency of different brand stages. Six comparative tables of the relationship between the brand stage and brand quality, core products, brand positioning, brand management, brand strength and development stage are obtained. Finally, a summary table of the test results of the stage characteristics and hypotheses of apparel brands from different angles is obtained. The summary of the development trends of each category (total of 26 items) and the comparative summary of assumptions and tests of the historical stages of clothing brands in China and Italy are given.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.86
【参考文献】
相关期刊论文 前10条
1 朱高林;;中国城镇居民衣着消费的基本趋势:1957—2004[J];东北财经大学学报;2007年03期
2 卞向阳;张e，
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