中国高端女装的品牌塑造与营销传播研究

发布时间：2017-12-31 13:16

本文关键词：中国高端女装的品牌塑造与营销传播研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：激烈的市场竞争使得产品同质化现象严重,各企业要想脱颖而出,必须把良好的品牌塑造、恰当的营销传播放在重要位置。这对提升企业品牌形象,促进企业发展有着重要意义。我国高端女装品牌从诞生至今大约有20年的时间。在这期间,消费者对服装的需求发生了重大变化,由注重保暖到注重精神需求。服装行业也经历着巨变,本土品牌如雨后春笋般地涌现,国际品牌一时间占领国内市场。在这种环境下,国内高端女装品牌面临着严峻的挑战。本文正是在这样的背景下提出该课题。目前,我国高端女装品牌仍处于发展阶段,还无法与国际知名品牌相抗衡,但是它们仍然努力耕耘,以期打造出属于自己的强势品牌。本论文在研究方法上主要采用了文献分析法、理论分析法及案例分析法三种方法。在内容上,主要通过四个方面对我国高端女装品牌进行分析:首先,对高端女装品牌的基本情况进行阐述;其次,对高端女装的品牌塑造进行分析;再次,探讨高端女装品牌的营销传播策略;最后提出了高端女装品牌存在的短板,并给予相关建议。本论文旨在通过分析高端女装的品牌塑造和营销传播,探索它们如何在严峻的市场环境中突出重围,希望给其他服装品牌以借鉴。
[Abstract]:Due to the fierce market competition, product homogenization phenomenon is serious, the enterprise wants to have a good talent shows itself, brand building, marketing communication properly placed in an important position. This is to enhance the corporate brand image is of great significance to promote the development of enterprises. China's high-end women's fashion brand from the birth date is about 20 years. During this period, great changes have taken place in the consumer demand for clothing, pay attention to keep warm by paying attention to the spiritual needs. The garment industry is also experiencing changes, local brands such as bamboo shoots after a spring rain like emerging international brands, a time to occupy the domestic market. In this environment, the domestic high-end women's brands are facing severe challenges. This thesis is put forward the subject in this context. At present, China's high-end clothing brand is still in the stage of development, also cannot compete with international brands, but they are still hard work, in order to build Out of their own brand. In this paper, the research method mainly adopts literature analysis, theory analysis and case analysis of three methods. In the content, mainly through the analysis of China's high-end women's brands in four aspects: first, the situation of high-end women's brand based on; secondly, the high-end women's brand building is analyzed; thirdly, to explore the marketing communication strategy of high-end women's brands; finally, the short board is the high-end women's fashion brand, and give some suggestions. This thesis aims to analyze the high-end women's brand building and marketing communication, to explore how they are in a tough market environment breakthrough, hope for other clothing brands to learn.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;G206;F273.2

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