北京服装自主品牌形象研究
发布时间：2018-08-26 12:46
【摘要】：品牌在20世纪经过了蓬勃发展，进入21世纪以来，知名品牌数量已经成为衡量一个国家经济实力的重要指标，消费者是否购买产品也不仅仅取决于产品本身，更多的考虑到产品或者服务带给他们的品牌象征涵义。经过了20余年的发展，北京服装制造业已经具备了一定的产业规模，，服装品牌在国内已形成明显的竞争优势。然而品牌要拥有国际竞争力，品牌形象的维护和提升极为重要。 企业要想准确的掌握自己品牌与同类产品品牌形象之间的优势和差别，加速该品牌形象的提升，必须先对品牌形象做出准确的评价。为此，本文在系统归纳品牌、品牌形象的概念及内涵、以及品牌形象模型等相关理论，深入分析服装品牌、北京服装品牌结构分布现状的基础上，结合第一轮专家深度访谈，分别确立了由5个一级指标、13个二级指标和48个三级指标构成的成衣服装品牌形象评价体系和有5个一级指标、13个二级指标和46个三级指标构成的设计师服装品牌形象评价体系的层次结构。在此基础上，通过第二轮的专家访谈和层次分析，在层次分析软件的协助下，分别测算出了两类服装品牌形象评价体系中各层级指标的权重分布，构建了相应的服装品牌形象测评体系。 为了综合评价北京服装品牌的品牌形象的整体情况，本文在2012年评选的2011年中国服装品牌大奖，2011年北京十大时装品牌金奖，以及北京市著名商标等评选活动的优秀得主中按类别，分别选取女装品牌“白领”、男装品牌“顺美”、内衣品牌“爱慕”、运动装品牌“李宁”4个成衣服装品牌和东北虎和玫瑰坊2个设计师服装品牌作为调研对象。通过消费者问卷访谈的形式，对这6个服装品牌形象做出综合测评，并对测评结果进行深入分析。根据分析结果，从企业自身和行业两个角度提出了提升北京服装自主品牌形象的具体对策。
[Abstract]:Brand has developed vigorously in the 20th century. Since entering the 21st century, the number of well-known brands has become an important indicator to measure the economic strength of a country. Whether consumers buy products or not depends not only on the products themselves. More to consider the product or service to their brand symbol meaning. After more than 20 years of development, Beijing garment manufacturing industry has a certain industrial scale, clothing brands in China has formed an obvious competitive advantage. However, to have international competitiveness, brand image maintenance and promotion is extremely important. If an enterprise wants to grasp the advantages and differences between its own brand and the brand image of similar products, and accelerate the promotion of the brand image, it must first make an accurate evaluation of the brand image. Therefore, based on the systematic induction of brand, the concept and connotation of brand image, and brand image model and other relevant theories, this paper deeply analyzes the current situation of clothing brand and Beijing clothing brand structure, and combines the first round of in-depth interviews with experts. The evaluation system of clothing brand image is established, which is composed of 5 primary indexes, 13 second class indexes and 48 third grade indexes, and the designer clothing products which are composed of 5 first class indexes, 13 second class indexes and 46 third grade indexes. The hierarchy of brand image evaluation system. On this basis, through the second round of expert interviews and hierarchical analysis, with the help of AHP software, the weight distribution of each level index in the evaluation system of two kinds of clothing brand image is calculated respectively. Build the corresponding clothing brand image evaluation system. In order to comprehensively evaluate the overall situation of the brand image of Beijing clothing brand, this paper selected the 2011 China Garment Brand Award in 2012, the 2011 Beijing Top Ten Fashion Brand Gold Award, As well as the outstanding winners of the famous trademark selection activities in Beijing, according to the category, respectively, select the women's wear brand "white-collar", the men's clothing brand "Shunmei", the underwear brand "adore", Li Ning, a sportswear brand, and two designer clothing brands, Amur Tiger and Rose Square, were investigated. Through the form of consumer questionnaire interview, this paper makes a comprehensive evaluation of the six clothing brand images, and deeply analyzes the evaluation results. According to the analysis results, this paper puts forward the concrete countermeasures to improve the image of Beijing clothing independent brand from the two angles of enterprise itself and industry.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F274
本文编号：2204910
[Abstract]:Brand has developed vigorously in the 20th century. Since entering the 21st century, the number of well-known brands has become an important indicator to measure the economic strength of a country. Whether consumers buy products or not depends not only on the products themselves. More to consider the product or service to their brand symbol meaning. After more than 20 years of development, Beijing garment manufacturing industry has a certain industrial scale, clothing brands in China has formed an obvious competitive advantage. However, to have international competitiveness, brand image maintenance and promotion is extremely important. If an enterprise wants to grasp the advantages and differences between its own brand and the brand image of similar products, and accelerate the promotion of the brand image, it must first make an accurate evaluation of the brand image. Therefore, based on the systematic induction of brand, the concept and connotation of brand image, and brand image model and other relevant theories, this paper deeply analyzes the current situation of clothing brand and Beijing clothing brand structure, and combines the first round of in-depth interviews with experts. The evaluation system of clothing brand image is established, which is composed of 5 primary indexes, 13 second class indexes and 48 third grade indexes, and the designer clothing products which are composed of 5 first class indexes, 13 second class indexes and 46 third grade indexes. The hierarchy of brand image evaluation system. On this basis, through the second round of expert interviews and hierarchical analysis, with the help of AHP software, the weight distribution of each level index in the evaluation system of two kinds of clothing brand image is calculated respectively. Build the corresponding clothing brand image evaluation system. In order to comprehensively evaluate the overall situation of the brand image of Beijing clothing brand, this paper selected the 2011 China Garment Brand Award in 2012, the 2011 Beijing Top Ten Fashion Brand Gold Award, As well as the outstanding winners of the famous trademark selection activities in Beijing, according to the category, respectively, select the women's wear brand "white-collar", the men's clothing brand "Shunmei", the underwear brand "adore", Li Ning, a sportswear brand, and two designer clothing brands, Amur Tiger and Rose Square, were investigated. Through the form of consumer questionnaire interview, this paper makes a comprehensive evaluation of the six clothing brand images, and deeply analyzes the evaluation results. According to the analysis results, this paper puts forward the concrete countermeasures to improve the image of Beijing clothing independent brand from the two angles of enterprise itself and industry.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F274
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本文编号：2204910
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