中国服装设计师品牌定位策略之探讨
发布时间：2018-08-17 18:22
【摘要】：中国服装产业发展至今,越趋成熟。在这个全球化的年代,越来越多的服装企业在全球化的分工也有了新的定位,中国服装产业也由原来的代工制造逐渐往品牌的模式发展,独立设计师品牌在服装品牌中占据的位置也日趋重要。愈来愈多的中国服装设计师在四大国际时装周显露头角,中国的服装设计师品牌在国内外悄然绽放着。 本课题通过探究如今备受青睐的中国服装设计师品牌,解析当前中国服装设计师品牌的成长近况,深入了解服装设计师品牌在发展过程中遇到的重重困难与问题,并针对服装设计师品牌在品牌定位方面所存在的问题,结合分析中国较为成熟的服装设计师品牌在品牌定位方面的成功之处,提出解决定位问题的方案,探讨定位在服装设计师品牌中的重要作用,总结出服装设计师品牌的定位策略。 本课题从品牌的基本概念延伸到服装品牌和服装设计师品牌的定义,阐述中国服装设计师品牌的成长近况及存在问题,对其存在问题的原因进行剖析并提出解决的方案；其次本课题以一些成熟并有一定市场规模的中国服装设计师品牌作为案例分析其在品牌定位的成功策略,提出正在发展中的服装设计师品牌如何定位自己品牌的相关建议。本课题属于探索性研究,通过对中国服装设计师品牌的资料收集,全面解析中国的服装设计师品牌的成长近况,归纳与建构中国服装设计师品牌的定位策略。笔者希望此中国服装设计师品牌的品牌定位策略可供从事服装设计的设计师和在校服装设计专业的学生在未来创办服装设计师品牌时有所借鉴。
[Abstract]:The development of Chinese clothing industry has become more and more mature. In this era of globalization, more and more garment enterprises have a new orientation in the global division of labor, and the garment industry in China has gradually developed from the original contract manufacturing to the brand model. The independent designer brand occupies the position in the clothing brand also day by day important. More and more Chinese fashion designers are showing their heads in the four International Fashion weeks, and Chinese fashion designer brands are quietly blooming at home and abroad. By exploring the popular Chinese fashion designer brand, this topic analyzes the current growth of Chinese fashion designer brand, and deeply understands the difficulties and problems encountered by fashion designer brand in the process of development. Aiming at the problems existing in the brand positioning of clothing designer brand, combined with the analysis of the success of the more mature fashion designer brand in China in brand positioning, the paper puts forward a solution to the problem of brand positioning. This paper discusses the important role of positioning in fashion designer brand, and summarizes the positioning strategy of clothing designer brand. This topic extends from the basic concept of brand to the definition of clothing brand and clothing designer brand, expounds the current situation and existing problems of Chinese fashion designer brand, analyzes the causes of the existing problems and puts forward the solutions. Secondly, this paper takes some mature and certain market scale Chinese fashion designer brand as a case to analyze its successful strategy of brand positioning, and puts forward some relevant suggestions on how to position their own brand for the developing fashion designer brand. This subject is an exploratory study, through the collection of Chinese fashion designer brand data, the overall analysis of China's fashion designer brand growth, summed up and constructed Chinese fashion designer brand positioning strategy. The author hopes that the brand positioning strategy of this Chinese fashion designer brand can be used for reference by designers engaged in fashion design and students majoring in clothing design in the future.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86
本文编号：2188498
[Abstract]:The development of Chinese clothing industry has become more and more mature. In this era of globalization, more and more garment enterprises have a new orientation in the global division of labor, and the garment industry in China has gradually developed from the original contract manufacturing to the brand model. The independent designer brand occupies the position in the clothing brand also day by day important. More and more Chinese fashion designers are showing their heads in the four International Fashion weeks, and Chinese fashion designer brands are quietly blooming at home and abroad. By exploring the popular Chinese fashion designer brand, this topic analyzes the current growth of Chinese fashion designer brand, and deeply understands the difficulties and problems encountered by fashion designer brand in the process of development. Aiming at the problems existing in the brand positioning of clothing designer brand, combined with the analysis of the success of the more mature fashion designer brand in China in brand positioning, the paper puts forward a solution to the problem of brand positioning. This paper discusses the important role of positioning in fashion designer brand, and summarizes the positioning strategy of clothing designer brand. This topic extends from the basic concept of brand to the definition of clothing brand and clothing designer brand, expounds the current situation and existing problems of Chinese fashion designer brand, analyzes the causes of the existing problems and puts forward the solutions. Secondly, this paper takes some mature and certain market scale Chinese fashion designer brand as a case to analyze its successful strategy of brand positioning, and puts forward some relevant suggestions on how to position their own brand for the developing fashion designer brand. This subject is an exploratory study, through the collection of Chinese fashion designer brand data, the overall analysis of China's fashion designer brand growth, summed up and constructed Chinese fashion designer brand positioning strategy. The author hopes that the brand positioning strategy of this Chinese fashion designer brand can be used for reference by designers engaged in fashion design and students majoring in clothing design in the future.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86
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