BF公司女装产品定位和品牌创立的研究

发布时间：2018-11-20 19:10

【摘要】：服饰的变迁是一部历史，是一个时代发展的缩影。它是这个时代进步、文明、兴旺发达、繁荣昌盛的象征。女装更是其中不可缺少的一部分。女装使女人倍添姿彩，女装为产业增添亮点。女装品牌自女装诞生的那一刻便随着时代的变迁应运而生，女装品牌与款式的多元化推动了时装的发展。在本文的研究过程中，通过了调研和访谈等方法对BF公司所面对的女装市场进行了调研探讨。并通过采集包括年龄、月收入、月消费额、学历等方面的消费者样本，来确定BF公司女装产品所应该面对的年龄和收入群体，从而确定了BF的女装产品的产品定位。而在之后的问卷调查中，发现了BF女装应该采用的价格、所走的设计路线和风格等问题。通过市场调研分析，BF女装在创建品牌之前应该识别可能的竞争优势并选择合适的竞争优势来参与到市场竞争中。在充分认识到自己的优劣势之后，BF公司要采用各种营销策略对自己的品牌进行创建。其中4P营销理论中的产品策略和价格策略可以被重点应用在品牌创建过程中。另外，产品的销售渠道和产品促销和可以帮助公司进行品牌创建。在目前国际和国内经济大环境均不乐观的情况下，面对着劳动力成本和原材料成本以及通货膨胀持续上升，以及人民币兑美元的汇率持续走高等各种不利因素的巨大生存压力下，BF公司如果延续传统的接单生产OEM的产品思路和传统守旧的经营模式，必将走向衰落，直至有一天被市场淘汰。未来的女装市场的发展趋势就是以品牌建设来拉动的市场，未来的企业发展之路也就是品牌建设的过程之路，，现代化的商业社会，如果品牌进入到了消费文化的境界当中，品牌就将会成为一个企业万古长青的摇钱树。
[Abstract]:The change of dress is a history and a microcosm of the development of the times. It is a symbol of the progress, civilization, prosperity and prosperity of this era. Women's wear is an indispensable part of it. Women's wear makes women more colorful, women's wear for the industry to add bright spots. Women's wear brand since the birth of women's wear with the birth of the times came into being, women's wear brands and styles of diversification to promote the development of fashion. In the research process of this paper, through the methods of investigation and interview, this paper investigates and discusses the women's clothing market faced by BF Company. And through collecting consumer samples including age, monthly income, monthly consumption amount, educational background and so on, to determine the age and income group of women's wear products of BF Company, and thus determine the product positioning of BF's women's wear products. In the later questionnaire survey, we found the price, design route and style of BF dress. Through market research and analysis, BF women's wear should identify the possible competitive advantage and choose the appropriate competitive advantage to participate in the market competition before establishing the brand. After fully recognizing its advantages and disadvantages, BF will adopt various marketing strategies to create its own brand. The product strategy and price strategy of 4 P marketing theory can be applied in the process of brand creation. In addition, product sales channels and product promotions can help companies create brands. In the current international and domestic economic environment is not optimistic, faced with labor costs and raw materials costs, as well as inflation continues to rise, As well as the enormous pressure of the RMB / US dollar exchange rate to continue to rise and other unfavorable factors, if BF Company continues the traditional idea of taking orders to produce OEM products and the traditional old-fashioned business model, it will certainly be in decline. Until one day is eliminated by the market. The development trend of the women's clothing market in the future is the market driven by brand building. The road of future enterprise development is the road of brand building, and the modern commercial society, if the brand enters the realm of consumer culture, The brand will become a business everlasting cash cow.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

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