上海地区中式服装品牌形象模型构建及对比研究
发布时间：2018-09-12 06:05
【摘要】：中国有着五千年的悠久文化,有着永远神秘的诱惑,数千年的传统文化蕴涵着巨大的品牌资源。中式服装,已不仅仅是单纯的服装,它蕴含着巨大的文化底蕴。上海地区的中高档中式服装品牌有来自香港、台湾的上海滩、夏姿等,也有本土发展起来的蔓楼兰、金枝玉叶等,这两类品牌的竞争尤为激烈。尤其是本地品牌,品牌意识薄弱,不了解消费者的需求,在塑造品牌形象方面与海外大牌还存在一定的差距。因此,如何以消费者购买决策为出发点,通过借鉴品牌形象的理论,构建良好的品牌形象,使企业了解自身存在的欠缺并制定适合自身发展的营销策略,已成为中式服装企业关心的课题。 本研究围绕“品牌形象模型构建”及“两类品牌的品牌形象对比”两条线索展开。通过文献研究、服装业人士的深度访谈、市场调研等方法,本文结合贝尔模型以及国内关于服装品牌形象的研究成果,认为中式服装品牌形象应包括“产品形象”、“店面形象”、“服务形象”、“企业形象”、“消费者形象”五个方面,并建立了品牌形象因素间的相关性假设模型,并提出了5个假设；不同的消费者所感知到的品牌形象不同,品牌形象对购买行为有着重要影响,因此建立服装品牌形象影响购买决策的假设关系模型,并提出了4个假设。选取九个中高档中式服装品牌作为调研对象,在茂名南路、南京路步行街等主要中式服装集中的商圈进行市场调研,获得有效问卷168份,利用统计软件SPSS12.0和结构方程模型软件AMOS7.0对数据的信度、效度和模型的拟合度进行解析,以此获得相关的结果。将上海地区现有的中高档服装品牌分为两类——本地品牌与非本地品牌,利用第一次调研得出的结论,通过问卷调查对比分析这两类品牌在品牌形象各维度上的优劣,以对调研品牌有一定了解的消费者为访问对象进行了问卷调研,获得了102份有效样本,利用统计分析软件SPSS12.0进行判别分析以及配对样本T检验,为这两类品牌今后的发展提出相应的营销策略。 首先本文对上海地区中式服装品牌的现状进行了分析,列举了四个典型品牌的营销策略并分别就这四个品牌进行了SWOT分析。调研中发现,市场上的中式服装品牌,多品类的营销策略基本都能做到,但缺乏品牌的文化内涵,而且设计缺乏现代感,品牌宣传意识也比较薄弱。中式服装品牌应该找准企业的文化定位；加强产品的创新、设计；注重品牌宣传,增强品牌意识,提升品牌价值。 其次,本文通过消费者问卷及数据分析,得出了以下结论： ①中式服装的消费群体比较分散,主要集中在30-50岁之间,他们受过良好的教育,有着较高的收入,被调查的九个中式服装品牌中,龙笛占据着上海市场的第一份额,这跟其价位适中、店铺比较密集有关,但上海滩的知名度最高,说明其品牌的宣传能力较强。其次蔓楼兰、金枝玉叶、夏姿也有着较高的知名度以及忠诚度。 ②本文提出的9项假设都成立。品牌形象对购买行为存在直接和间接两种影响,个人因素对购买行为存在直接影响,影响系数都大于0.05,说明影响显著。因此,良好的品牌形象能够影响消费者的购买行为,企业要想抓住消费者,必须长期经营,利用长期投资回报的财务观点来经营品牌形象。 ③上海本地与非本地中式服装品牌在“产品形象”维度总体上不存在显著差异,非本地中装品牌在“店面／服务形象”、“企业形象”维度上整体明显优于本土品牌,本地中装品牌在“消费者形象”维度上整体明显优于非本土品牌。 论文研究和建立的中式服装品牌形象影响消费者购买决策的模型,对上海地区中式服装企业提升品牌形象、提升产品附加价值具有参考价值；两类品牌的品牌形象的对比分析,为这两类品牌学习竞争对手的优点、制定营销计划也有着参考价值。
[Abstract]:China has a long culture of 5,000 years, has an eternal mysterious temptation, thousands of years of traditional culture contains a huge brand resources. Chinese clothing, not only simple clothing, it contains a huge cultural heritage. The competition between these two brands is particularly fierce, especially for local brands, which have weak brand awareness and do not understand the needs of consumers. There is still a certain gap between them in shaping brand image and overseas brands. Building a good brand image, making enterprises understand their own shortcomings and formulating marketing strategies suitable for their own development, has become a topic of concern to Chinese fashion enterprises.
This study centers on the two clues of "brand image model construction" and "brand image contrast of two types of brands". Through literature research, in-depth interviews with the clothing industry, Market Research and other methods, this paper combines Bell model and domestic research results on clothing brand image, and concludes that Chinese clothing brand image should include "production". Product image, store image, service image, enterprise image and consumer image are five aspects, and a hypothesis model of correlation between brand image factors is established, and five hypotheses are put forward; different consumers perceive different brand image, brand image has an important impact on purchasing behavior, so the establishment of brand image. The hypothetical relationship model of clothing brand image influencing purchase decision-making was established and four hypotheses were put forward. Nine middle and high-grade Chinese clothing brands were selected as the research objects, and 168 valid questionnaires were obtained by market research in Maoming South Road, Nanjing Road Pedestrian Street and other major Chinese clothing concentration business circles. AMOS 7.0 is used to analyze the reliability, validity and fitness of the data to obtain the relevant results. The existing middle and high-end clothing brands in Shanghai are divided into two categories: local brand and non-local brand. Based on the conclusions of the first survey, the paper makes a comparative analysis of the brand image of the two brands through questionnaire survey. In terms of dimensionality, 102 valid samples were obtained from a questionnaire survey of consumers who have a certain understanding of the brand. The statistical analysis software SPSS12.0 was used for discriminant analysis and paired sample T-test. The corresponding marketing strategies for the future development of these two brands were put forward.
Firstly, this paper analyzes the status quo of Chinese fashion brands in Shanghai, lists four typical brands'marketing strategies and carries out SWOT analysis on the four brands respectively. Modern sense, brand awareness is also weak. Chinese clothing brand should find the right cultural positioning of enterprises; strengthen product innovation, design; pay attention to brand publicity, enhance brand awareness, enhance brand value.
Secondly, through the consumer questionnaire and data analysis, the following conclusions are reached.
(1) The consumer groups of Chinese-style clothing are relatively scattered, mainly concentrated in the 30-50 years old. They are well-educated and have a higher income. Among the nine Chinese-style clothing brands surveyed, the Dragon flute occupies the first share of the Shanghai market, which is related to its moderate price and relatively dense shops, but Shanghai Beach has the highest degree of fame, indicating its brand name. The propaganda ability is strong. Secondly, Kroraina, Jin Zhi Yu, Xia Ti also have a high reputation and loyalty.
Brand image has direct and indirect effects on purchasing behavior. Individual factors have a direct impact on purchasing behavior. The influence coefficient is greater than 0.05, indicating that the impact is significant. The battalion manages brand image with the financial viewpoint of long term return on investment.
(3) There is no significant difference in the dimension of "product image" between local and non-local Chinese clothing brands in Shanghai. Non-local Chinese clothing brands are obviously superior to local brands in the dimension of "store/service image" and "corporate image" and local Chinese clothing brands are superior to non-local brands in the dimension of "consumer image".
The model of Chinese clothing brand image which is studied and established in this paper has reference value for Chinese clothing enterprises in Shanghai to enhance their brand image and product added value. The comparative analysis of the brand image of the two brands can help them learn the advantages of competitors and formulate marketing plans. Reference value.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86;F273.2
本文编号：2238129
[Abstract]:China has a long culture of 5,000 years, has an eternal mysterious temptation, thousands of years of traditional culture contains a huge brand resources. Chinese clothing, not only simple clothing, it contains a huge cultural heritage. The competition between these two brands is particularly fierce, especially for local brands, which have weak brand awareness and do not understand the needs of consumers. There is still a certain gap between them in shaping brand image and overseas brands. Building a good brand image, making enterprises understand their own shortcomings and formulating marketing strategies suitable for their own development, has become a topic of concern to Chinese fashion enterprises.
This study centers on the two clues of "brand image model construction" and "brand image contrast of two types of brands". Through literature research, in-depth interviews with the clothing industry, Market Research and other methods, this paper combines Bell model and domestic research results on clothing brand image, and concludes that Chinese clothing brand image should include "production". Product image, store image, service image, enterprise image and consumer image are five aspects, and a hypothesis model of correlation between brand image factors is established, and five hypotheses are put forward; different consumers perceive different brand image, brand image has an important impact on purchasing behavior, so the establishment of brand image. The hypothetical relationship model of clothing brand image influencing purchase decision-making was established and four hypotheses were put forward. Nine middle and high-grade Chinese clothing brands were selected as the research objects, and 168 valid questionnaires were obtained by market research in Maoming South Road, Nanjing Road Pedestrian Street and other major Chinese clothing concentration business circles. AMOS 7.0 is used to analyze the reliability, validity and fitness of the data to obtain the relevant results. The existing middle and high-end clothing brands in Shanghai are divided into two categories: local brand and non-local brand. Based on the conclusions of the first survey, the paper makes a comparative analysis of the brand image of the two brands through questionnaire survey. In terms of dimensionality, 102 valid samples were obtained from a questionnaire survey of consumers who have a certain understanding of the brand. The statistical analysis software SPSS12.0 was used for discriminant analysis and paired sample T-test. The corresponding marketing strategies for the future development of these two brands were put forward.
Firstly, this paper analyzes the status quo of Chinese fashion brands in Shanghai, lists four typical brands'marketing strategies and carries out SWOT analysis on the four brands respectively. Modern sense, brand awareness is also weak. Chinese clothing brand should find the right cultural positioning of enterprises; strengthen product innovation, design; pay attention to brand publicity, enhance brand awareness, enhance brand value.
Secondly, through the consumer questionnaire and data analysis, the following conclusions are reached.
(1) The consumer groups of Chinese-style clothing are relatively scattered, mainly concentrated in the 30-50 years old. They are well-educated and have a higher income. Among the nine Chinese-style clothing brands surveyed, the Dragon flute occupies the first share of the Shanghai market, which is related to its moderate price and relatively dense shops, but Shanghai Beach has the highest degree of fame, indicating its brand name. The propaganda ability is strong. Secondly, Kroraina, Jin Zhi Yu, Xia Ti also have a high reputation and loyalty.
Brand image has direct and indirect effects on purchasing behavior. Individual factors have a direct impact on purchasing behavior. The influence coefficient is greater than 0.05, indicating that the impact is significant. The battalion manages brand image with the financial viewpoint of long term return on investment.
(3) There is no significant difference in the dimension of "product image" between local and non-local Chinese clothing brands in Shanghai. Non-local Chinese clothing brands are obviously superior to local brands in the dimension of "store/service image" and "corporate image" and local Chinese clothing brands are superior to non-local brands in the dimension of "consumer image".
The model of Chinese clothing brand image which is studied and established in this paper has reference value for Chinese clothing enterprises in Shanghai to enhance their brand image and product added value. The comparative analysis of the brand image of the two brands can help them learn the advantages of competitors and formulate marketing plans. Reference value.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.86;F273.2
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