探析消费心理诉求与中国高端类服装品牌建设

发布时间：2018-03-25 23:33

本文选题：服装　切入点：消费者　出处：《武汉纺织大学》2013年硕士论文

【摘要】：从顾客的角度出发研究品牌资产的来源始于上世纪90年代，，这一研究视角更关注于顾客需求的满足，认为高端服装企业发展的原动力是顾客的需求。本论文结合相关高端的奢侈品社会学、消费心理学、管理经济学等，拟对国际高端类服装奢侈品牌的特征及运作模式和中国本土高端类服装品牌的发展与现状素材进行整理和多角度的相关分析，旨在探析中国高端类服装品牌比齐世界顶级奢侈品牌发展的可行性，为中国高端类服装品牌的发展方向提供相关资料及参考思路。本课题采取的研究方法及技术路线主要是文献法、Focus Group访谈法、实例分析法、经验总结法。对论文创作过程中遇到的困难解决的途径有：积极询问相关老师和专家，充分利用现代网络媒体，关注各方面的资料来源渠道，收集国内外的文献资料，努力掌握重要信息。针对高端服装这一特殊消费群体，对消费者群体进行有效的、有目的的筛选。通过对消费心理学的研究，密切关注时尚杂志，凝练与本课题相关的案例进行全面剖析。本课题的实际应用价值有：一、顺应市场变化，及时更新品牌建设策略。二、根据数据收集整理，更精确分析品牌与消费者潜在的关系，建立更有效的品牌企划方案。三、合理提供高端类服装品牌未来品牌建设策略趋势。
[Abstract]:From the perspective of customers, the origin of brand equity began in the 1990s, which focuses more on the satisfaction of customer needs. This paper combines luxury sociology, consumer psychology, management economics and so on. This paper intends to analyze the characteristics and operation mode of international high-end clothing luxury brands, as well as the development and current situation of local high-end clothing brands in China. The purpose of this paper is to explore the feasibility of the development of the top luxury brands in the world, and to provide the relevant materials and reference ideas for the development direction of the high-end clothing brands in China. The research methods and technical route adopted in this subject are mainly focus Group interview method, case analysis method, experience summary method. The ways to solve the difficulties encountered in the process of writing the thesis are as follows: actively asking related teachers and experts. Make full use of modern network media, pay attention to all aspects of the sources of information, collect domestic and foreign literature, try to grasp important information. Through the research of consumer psychology, pay close attention to the fashion magazine, condensed the case related to this subject to carry on the comprehensive analysis. The practical application value of this subject is as follows: first, adapt to market changes, update brand construction strategy in time; second, analyze the potential relationship between brand and consumers more accurately according to data collection, and establish more effective brand planning scheme. Provide reasonable high-end clothing brand future brand construction strategy trend.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

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