K服装公司的品牌形象塑造

发布时间：2018-01-27 11:47

本文关键词： 品牌性格整合营销需求导向　出处：《上海外国语大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国的服装行业自改革开放以来，品牌的生长塑造一直处于探索期，绝大多数本土品牌在发展上遇到了瓶颈。在这三十年期间，人们的生活水平得到极大的提高，消费者需求不断变化，消费者开始寻找与内心能发生共鸣、表现自我个性，身心愉快的品牌。同时，中国的市场非常丰富，14亿人口的穿衣需求是个了不起的市场，同时消费层次很复杂，60后与90年后对时尚的领会差距很大，贫富收入的差距很大，，以及各地的文化差异也造成对时尚的解读不一样，这种多元化的差异为中国市场上的众多品牌提供了沃土。 K品牌定位于小众市场，于90年代以国际品牌的姿态进入中国市场，凭借品牌奢华、性感、时尚的个性一时深受消费者与渠道商的青睐。但是K品牌在发展过程中逐渐迷失了自我个性，盲目追随潮流从而失去了品牌的核心理念与品牌号召力，定位混乱，形象也失去原有的活力与动感，如何主动的通过重新塑造品牌的魅力，发挥K品牌在销售网络、时尚品味、服务、及版形上的优势，适应不断变化的客户需求是本文准备解决的问题。本文在对中国服装市场现状进行研究分析的基础上，利用品牌个性论、IMC整合营销理论、SWOT分析法对K品牌结合品牌个性进行整合营销传播的必要性进行充分论证，进而通过IMC整合营销理论来制定提升K品牌的影响力的实施方案，包括提炼品牌的核心概念；以4Cs理论建立以消费者需求为导向的策略来设计品牌的产品、服务、广告宣传来传递品牌的个性价值。以及通过摄影、立模、卖场装修来表达品牌的个性，本文的最后提出了实施方案以及实施过程中需要注意的地方。本文的研究成果对品牌如何实施以消费者为导向的IMC整合营销传播具有一定借鉴意义，同时对服装品牌如何塑造品牌个性具有重要参考价值。
[Abstract]:Since the reform and opening up of China's clothing industry, brand growth has been in the exploration period, most of the local brands in the development of the bottleneck. During these 30 years. People's living standards have been greatly improved, consumer demand is constantly changing, consumers begin to look for brands that can resonate with their hearts, express their own personality, and enjoy themselves. At the same time, the market in China is very rich. The clothing demand of 1.4 billion people is a remarkable market, and the consumption level is very complicated after 60 and 90 years after the understanding of fashion gap is very big, rich and poor income gap is very big. And cultural differences around the world also lead to different interpretations of fashion, the diversity of the Chinese market for many brands to provide fertile ground. K brand positioning in the niche market, in 90s to the international brand posture into the Chinese market, with the brand luxury, sexy. Fashion personality is favored by consumers and channel merchants for a time. But K brand gradually lost its own personality in the process of development, blindly followed the trend and lost its core concept and brand appeal. Positioning confusion, image also lost the original vitality and dynamic, how to actively re-shape the brand charm, play to K brand in the sales network, fashion taste, service, and version of the advantages. Adapting to changing customer needs is the problem this paper is going to solve. Based on the research and analysis of the current situation of China's clothing market, this paper makes use of the theory of brand personality and IMC integrated marketing theory. SWOT analysis of K brand combined with the brand personality of the necessity of integrated marketing communication is fully demonstrated, and then through the IMC integrated marketing theory to formulate to enhance the impact of K brand implementation plan. Including refining the core concept of the brand; Based on the 4Cs theory, a consumer-demand-oriented strategy is established to design the brand's products, services, and advertising to convey the brand's individual value, as well as to express the brand's personality through photography, modeling and store decoration. At the end of this paper, we put forward the implementation plan and the place that should pay attention to in the process of implementation. The research results of this paper have certain reference significance to how to implement the consumer-oriented IMC integrated marketing communication. At the same time, the clothing brand how to mold brand personality has important reference value.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.86

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