中国男装品牌定位的文化解读

发布时间：2018-03-24 06:09

本文选题：男装　切入点：品牌定位　出处：《东北师范大学》2014年硕士论文

【摘要】：改革开放以来，中国男装经过三十多年的发展，已经成为我国服装行业发展较为成熟的子行业之一，成功地创立了柒牌、七匹狼、利郎、劲霸、报喜鸟、马克华菲等众多国内知名的男装品牌，品牌化也成为了我国男装品牌创建以及发展的基本思路。但是，进入新世纪以来，男士服装款式变化不大，风格相对单一的问题使得我国的男装行业出现了严重的同质化问题，，同时，国际男装品牌的强势入驻也影响着本土男装的国内市场份额，我国的男装品牌面临着前所未有的挑战，亟需在新的局面中寻找新的发展。在品牌的塑造中，品牌定位居于核心地位，不仅赋予了男装在品牌特征、功能以及属性等文化方面的内涵，也是品牌设计以及营销的基础，对品牌定位的研究不仅能够给我国男装的品牌化发展和国际化发展提供更多的参考，同时也能够为研究我国男装品牌的发展现状提供多一种思路。本文通过对国内知名本土男装品牌定位的研究，分析其品牌定位的文化内涵，将在传统价值观、现代价值观以及后现代思潮影响下的不同的男装品牌的定位方式进行归类研究，分析归纳出中国男装品牌定位重认知、审美次之的特征，并结合相关理论分析男装品牌这种定位特征形成的原因。在此基础上，提出我国男装品牌定位未来的发展方向：面对国内市场，定位需要更加多元化，以满足不同的消费需求并加大品牌差异化；而面对国际化发展时，还需要从审美设计以及民族风格方面寻找到定位价值，为中国男装走上国际舞台塑造出有独特性以及认同度的品牌形象。
[Abstract]:Since the reform and opening up, after more than 30 years of development, Chinese men's wear has become one of the more mature sub-industries in the clothing industry in China. It has successfully established Qi Brand, Seven Coyotes, Lilang, Jinba, and Birds of Happiness. Mark Huafi and many other well-known men's wear brands in China, branding has also become the basic idea for the establishment and development of men's wear brands in China. However, since entering the new century, men's clothing styles have not changed much. The problem of relatively single style makes the men's wear industry of our country appear serious homogenization problem. At the same time, the strong entry of international men's wear brand also affects the domestic market share of local men's wear. The men's wear brand in our country is facing unprecedented challenges, so it is urgent to find new development in the new situation. In the brand shaping, brand positioning is the core, which not only endows men's clothing with the cultural connotations of brand characteristics, functions and attributes, but also is the basis of brand design and marketing. The research on brand positioning can not only provide more references for the development of brand and internationalization of men's wear in China, but also provide an additional way of thinking for the study of the current situation of development of men's wear brand in China. This paper analyzes the cultural connotation of domestic famous local men's clothing brand positioning, which will be based on traditional values. Under the influence of modern values and postmodern trend of thought, different positioning methods of men's wear brands are classified and studied, and the characteristics of Chinese men's clothing brand positioning are analyzed and summarized. On the basis of this, the author puts forward the future development direction of men's clothing brand positioning in China: facing the domestic market, positioning needs to be more diversified. In order to meet different consumption needs and increase brand differentiation, and in the face of international development, we also need to find the positioning value from the aspects of aesthetic design and national style. Chinese men's wear on the international stage to create a unique and identity of the brand image.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F273.2

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