上海商业服装老字号品牌活化研究

发布时间：2019-03-29 09:04

【摘要】：老字号品牌作为我国文化遗产的一个组成部分,它们大都有过辉煌的过去,曾经闻名遐迩,历史文化底蕴丰厚。然而,近些年来伴随着市场环境的变迁,众多的服装老字号品牌在商海沉浮中退出了历史舞台,尚存的品牌也大多举步维艰。老字号品牌保护和建设问题引起了全社会的关注,因此,重建老字号品牌是亟待解决的问题。本文基于品牌活化、品牌活化驱动视角对上海商业服装老字号品牌进行研究,具有必要性和可行性。本文的研究分为品牌活化相关理论与案例、上海商业服装老字号品牌现状、上海商业服装老字号品牌活化影响因素和上海商业服装老字号品牌活化外部驱动四大部分。第一部分研究对品牌资产、品牌老化及品牌活化等理论文献梳理分析,进而延伸到服装品牌,界定服装品牌活化和品牌活化驱动力概念。在此基础上,解析国内外十大服装品牌活化案例,为上海商业服装老字号品牌老化原因、品牌活化驱动力研究奠定基础。第二部分研究在分析上海市商业报告、经济年鉴、老字号品牌官方网站、老字号相关文献及专家学者评论等详实的历史资料基础上,归纳形成上海商业服装老字号品牌档案及上海商业服装老字号事件表,并绘制上海商业服装老字号品牌发展脉络图。使上海商业服装老字号品牌活化研究在动态的基础上得以展开。第三部分研究在文献研究、行业协会与上海商业服装老字号企业专家深度访谈和问卷调研基础上,总结上海商业服装老字号品牌老化的原因,品牌发展的机会因素,综合为上海商业服装老字号品牌活化影响因素,并绘制上海商业服装老字号品牌SWOT分析矩阵图。第四部分研究根据SWOT分析矩阵,从品牌活化外部驱动力之一投资方角度研究上海商业服装老字号品牌活化。以英国Interbrand品牌资产模型评估品牌实力因子为依据,通过投资方和老字号企业专家访谈修正因子及对其重要度打分,得到上海商业服装老字号品牌投资评估因子及重要度排序。研究结论的验证以“鸿翔”品牌为个案,得到“鸿翔”品牌活化投资方外部驱动条件。本文从“品牌活化”、“品牌活化驱动力”角度来探讨上海商业服装老字号品牌的发展,研究视角、研究方法均是一种新的尝试,研究结论得到企业与专业机构的基本认可,对与“鸿翔”品牌同属一类的上海商业服装老字号品牌的发展具有一定的参考价值。
[Abstract]:As an integral part of the cultural heritage of our country, the old brands have had glorious past, once famous and rich in history and culture. However, in recent years, with the changes of the market environment, many old-name clothing brands have withdrawn from the historical stage in the ups and downs of the sea of commerce, and most of the remaining brands are struggling. The problem of the protection and construction of the old brand has aroused the attention of the whole society. Therefore, the reconstruction of the old brand is an urgent problem to be solved. Based on brand activation and brand activation, it is necessary and feasible to study the old brand of commercial clothing in Shanghai. The research in this paper is divided into four parts: the theory and case of brand activation, the current situation of Shanghai commercial clothing old brand, the influential factors of Shanghai commercial clothing old brand activation and the external drive of Shanghai commercial clothing old brand activation. The first part studies the theoretical literature of brand equity, brand aging and brand activation, and then extends to clothing brand, defines the concept of clothing brand activation and brand activation driving force. On this basis, the analysis of the top ten cases of clothing brand activation at home and abroad, for Shanghai commercial clothing brand aging reasons, brand activation driving force research foundation. The second part studies on the basis of detailed historical data such as Shanghai business report, economic yearbook, official website of old brand, related literature of old name and expert and scholar review, etc. This paper summarizes and forms the long-standing brand file of Shanghai commercial clothing and the event table of the old brand of Shanghai commercial clothing, and draws the development context of the old brand of Shanghai commercial clothing. So that Shanghai commercial clothing brand activation research in the dynamic basis can be launched. In the third part, on the basis of the literature research, in-depth interview and questionnaire survey between the trade association and the experts of Shanghai commercial clothing old-name enterprises, the reasons for the aging of the old-name brands of Shanghai commercial clothing and the opportunity factors for the development of the brands are summarized. To synthesize the factors influencing the activation of the old brand of Shanghai commercial clothing, and draw the SWOT analysis matrix diagram of the old brand of Shanghai commercial clothing. According to the SWOT analysis matrix, the fourth part studies the brand activation of Shanghai commercial clothing from the perspective of one of the external driving forces of brand activation. Based on the evaluation of brand strength factor based on British Interbrand brand equity model, through interviews with investors and old-name enterprise experts, the evaluation factor and the order of importance degree of Shanghai old-name brand investment are obtained through interviews with investors and well-established enterprise experts. Taking Hongxiang brand as a case, the external driving condition of "Hongxiang" brand activation investor is obtained. From the angle of "brand activation" and "brand activation driving force", this paper discusses the development of Shanghai commercial clothing brand, the research perspective and the research method are all a new attempt, and the research conclusion is recognized by enterprises and professional organizations. It has certain reference value to the development of Shanghai commercial clothing brand which belongs to the same kind as Hongxiang brand.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.86

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