上海服装行业老字号品牌创新策略研究

发布时间：2018-11-08 11:01

【摘要】：老字号品牌历史悠久,拥有丰厚的文化底蕴,是我国文化遗产的重要组成部分。然而近年来,越来越多的国际服装品牌进入中国市场,对服装行业的老字号品牌是一种极大的挑战,服装行业的老字号品牌的发展举步维艰。如何培养服装行业老字号品牌的国际竞争力,提升我国服装行业的国际地位,是我们应当着手解决的问题。因此,本文从品牌创新的角度,对上海服装行业老字号品牌加以研究是必要且紧迫的。本文的研究主要分为以下五个部分：第一部分：品牌创新概念及相关理论研究,对品牌创新的定义、动因和原则加以阐述,对品牌资产和品牌生命周期理论加以研究。第二部分：研究上海服装行业老字号品牌的发展历程和经营现状,并总结上海服装行业老字号品牌存在的主要问题。第三部分：研究上海服装行业老字号品牌创新的驱动因素,分析科技发展、市场竞争环境、消费者需求变化以及品牌老化现象的现状。第四部分：研究上海服装行业老字号品牌创新策略,提出市场定位创新、产品和技术创新、品牌传播创新、品牌延伸创新和商业模式创新。第五部分：研究国外的服装品牌创新策略成功案例,论证上海服装行业老字号品牌创新策略的可行性。本文从品牌创新的角度探索上海服装行业老字号品牌的发展,试图在研究对象和研究视角上有不同程度上的创新,对于上海服装行业老字号品牌的发展有一定的参考价值。
[Abstract]:Old brand has a long history, rich cultural heritage, is an important part of our cultural heritage. However, in recent years, more and more international clothing brands enter the Chinese market, which is a great challenge to the old brands of the clothing industry, and the development of the old brands in the clothing industry is very difficult. How to cultivate the international competitiveness of the old brands of clothing industry and enhance the international position of our country's clothing industry are the problems we should solve. Therefore, from the perspective of brand innovation, it is necessary and urgent to study the old brands in Shanghai clothing industry. This paper is divided into the following five parts: the first part: the concept of brand innovation and related theoretical research, the definition, motivation and principles of brand innovation, brand equity and brand life cycle theory to be studied. The second part: study the history and management status of the old brand in Shanghai clothing industry, and summarize the main problems existing in the old brand of Shanghai clothing industry. The third part: study the driving factors of brand innovation in Shanghai clothing industry, analyze the development of science and technology, the market competition environment, the change of consumer demand and the current situation of brand aging. The fourth part: research Shanghai clothing industry brand innovation strategy, put forward market positioning innovation, product and technology innovation, brand communication innovation, brand extension innovation and business model innovation. The fifth part: study the successful cases of foreign fashion brand innovation strategy, and prove the feasibility of Shanghai clothing industry brand innovation strategy. This paper explores the development of old brands in Shanghai clothing industry from the perspective of brand innovation, and tries to innovate in different degrees in the research object and perspective, which has certain reference value for the development of old brands in Shanghai clothing industry.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.86;F273.2

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