Z时装公司品牌发展战略研究

发布时间：2018-01-24 01:02

本文关键词： 服装企业品牌策略多品牌战略品牌质量品牌文化　出处：《沈阳大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人们生活水平的提高,人们对服装数量、款式的追求日益加大,消费者把服装的品牌作为款式、质量的标识,大家在购买服装时也越来越注重品牌的选择。与此同时,国内各种品牌的服装争奇斗艳,服装行业的各大服装公司竞争异常激烈。Z时装公司是中小型服装公司,在不断变化的市场环境和激烈的企业竞争中,感受到未来发展面临着巨大的挑战。本文立足Z时装公司的实际运营状况和公司发展中存在的现实问题,系统分析Z服装公司所处的内外环境,结合Z时装公司的优势和不足,分析和制定了使企业摆脱困境,长足发展的战略对策。全文涵盖了六个部分,全文共分六章,第一章主要明确了选题背景、研究意义、国内外研究现状以及创新点;第二章阐述Z时装公司品牌发展战略研究过程中所运用的相关理论;第三章分析Z时装公司的发展现状及发展中存在的问题,并通过PEST分析法来分析Z服装公司所面临的政治环境、经济消费、社会文化和技术环境等外部环境;通过五力模型分析法分析了Z服装公司所处的内部环境。第四章主要是运用SWOT分析方法分析Z时装公司的优势、劣势以及所面临的外部机遇和挑战,最终选定了多品牌发展策略与同类竞争对手形成差别化。把在原有品牌的基础上,又增设了针对大学生和中低收入群体的HS品牌、童装MZ品牌、年轻时尚群体的RM品牌等。第五章主要Z时装公司多品牌发展战略,从品牌市场营销、品牌文化建设、提高品牌质量等方面提出切实可行的保障措施;第六章是论文总结,明确研究结论和不足。通过论文的分析,明确了Z时装公司的发展策略和保障措施。既改善了Z时装公司发展中存在的诟病,同时又为公司在竞争中获得脱颖而出,进一步做大做强,实现良性发展指明了方向。
[Abstract]:With the improvement of people's living standard, people's pursuit of quantity and style of clothing is increasing day by day. Consumers regard the brand of clothing as the logo of style and quality. We also pay more and more attention to the choice of brand when buying clothing. At the same time, the clothing of all kinds of domestic brands competes with each other. Clothing companies in the clothing industry competition is extremely fierce. Z fashion company is a small and medium-sized clothing companies in the changing market environment and fierce enterprise competition. Feel that the future development is facing a huge challenge. Based on the actual operation of Z fashion company and the actual problems in the development of the company, this paper systematically analyzes the internal and external environment of Z fashion company. Combined with the advantages and disadvantages of Z fashion company, this paper analyzes and formulates the strategic countermeasures to make enterprises get out of the predicament and develop rapidly. The full text covers six parts, the full text is divided into six chapters, the first chapter mainly defines the background of the topic. Research significance, domestic and foreign research status and innovation; The second chapter describes the Z fashion company brand development strategy research process used in the relevant theory; The third chapter analyzes the current situation and problems in the development of Z fashion company, and analyzes the political environment and economic consumption of Z fashion company through PEST analysis. Social, cultural and technological environment; This paper analyzes the internal environment of Z fashion company by means of five-force model analysis. Chapter 4th mainly uses SWOT analysis method to analyze the strengths, weaknesses and external opportunities and challenges faced by Z fashion company. Finally, the multi-brand development strategy and the same competitors form a differentiation. On the basis of the original brand, the addition of the HS brand for college students and low-income groups, children's MZ brand. The RM brand of young fashion group. Chapter 5th mainly Z fashion company multi-brand development strategy, from the brand marketing, brand culture construction, improve brand quality and other aspects of practical protection measures; Chapter 6th is a summary of the paper, clear research conclusions and deficiencies. Through the analysis of the paper, clear Z fashion company's development strategy and safeguard measures, both improved Z fashion company in the development of criticism. At the same time for the company to stand out in the competition, further bigger and stronger, the realization of benign development pointed out the direction.
【学位授予单位】：沈阳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F272

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