大连海天服装有限公司品牌建设研究

发布时间：2018-02-27 23:48

本文关键词： 西装行业品牌定位品牌建设　出处：《大连理工大学》2008年硕士论文　论文类型：学位论文

【摘要】： 我国是服装生产大国、消费大国和出口大国,但却不是服装品牌大国。服装市场已趋向品牌消费,品牌不仅可以产生高额的附加值,而且可以让企业拥有持久的生命力。市场上的西装品牌不计其数,竞争十分激烈,海天品牌要想在众多竞争对手中脱颖而出,成为国内一流的西装品牌,海天公司需要进行全方位的品牌建设。本文首先对海天公司的品牌现状进行了分析,找出了海天品牌目前存在的问题及原因。接着分析了国内西装行业的现状、影响因素以及未来发展趋势,同时对海天品牌的主要竞争对手进行了品牌分析,总结出了他们的品牌优势和成功经验。然后介绍了国内西装行业市场需求现状、影响因素、未来发展趋势,并根据西装市场的细分及目标市场选择,确定了海天公司的品牌定位。最后提出了适合海天公司品牌发展的品牌文化、品牌延伸、品牌传播和品牌管理策略。品牌建设的过程是长期复杂的,不能有一蹴而就的思想,海天公司需要从实际情况出发,通过全体员工的共同努力,一步一步实施品牌建设规划,直至成为全国一流的服装品牌的战略目标得以实现。也希望通过本文的研究,为其他服装企业品牌建设提供一些有益思路。
[Abstract]:China is a large country of garment production, consumption and export, but not a big country of clothing brand. The clothing market has moved towards brand consumption, and brand can not only produce high added value. And can let the enterprise have lasting vitality. There are countless suit brands in the market, and the competition is very fierce. If the Haitian brand wants to stand out among many competitors, it will become a first-class suit brand in China. Haitian company needs to carry on all-round brand construction. This paper firstly analyzes the current situation of Haitian brand, finds out the problems and causes of Haitian brand, and then analyzes the status quo, influencing factors and future development trend of domestic suit industry. At the same time, the main competitors of Haitian brand are analyzed, and their brand advantages and successful experiences are summarized. Then, the market demand status, influencing factors and future development trend of domestic suit industry are introduced. According to the subdivision of the suit market and the choice of the target market, the brand positioning of Haitian Company is determined. Finally, the brand culture, brand extension, brand communication and brand management strategy suitable for the brand development of Haitian Company are put forward. The process of brand building is long-term complex and cannot be achieved overnight. The company needs to proceed from the actual situation and implement the brand building plan step by step through the joint efforts of all the employees. Through the research of this paper, we hope to provide some useful ideas for the brand construction of other clothing enterprises.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.86

【参考文献】