浅析中国服饰品牌的文化建设.doc

PAGE  PAGE 8 本科生毕业论文（设计） 题 目: 浅析中国服饰品牌的文化建设 姓 名: 张晒南 学 院: 人文社会科学学院 专 业: 公共事业管理 班 级: 公管61 学 号: 2236115 指导教师: 陈叶 职称: 讲师 2010 年 05 月 20日南京农业大学教务处制 浅析中国服饰品牌的文化建设 公共事业管理专业学生 张晒南 指导老师 陈叶 摘要：“品牌是文化的载体，文化内涵是凝结在品牌之中的精髓”。诸多原因使得中国服饰品牌的文化内涵缺失,服装品牌生命周期短暂, 甚至没有时间在本土消费者心目中树立良好的信誉, 很多年轻的服装品牌往往“昙花一现”便被国内外服装品牌激烈竞争的洪流所淹没。品牌文化是品牌的必备属性，它通过品牌的建立过程充分完整地层现出来。而文化则是品牌文化的重要标志和灵魂，她赋予产品一种生动、美好的形象，让人回味无穷。服饰自始至终都是文化的载体，社会在向前发展，服饰文化也会与时俱进。 关键词：品牌文化；中国本土服饰；品牌文化建设 Brief Analysis China Clothing Brand Culture Reconstruction Student majoring in Public Administration ZHANG Shainan Tutor CHEN Ye Abstract: “The brand is the cultural carrier, the cultural connotation is the congealment in the brand essence. ”Many reasons cause the Chinese clothing brand the cultural connotation flaw, the clothing brand life cycle to be short, even does not have the time to set up the good prestige in the native place consumer mind,the very many young clothing brand often “appears briefly” is then submerged by the domestic and foreign clothing bra nd steep competition mighty current. The brand culture is the brand necessary attribute, it appears through the brand establishment process full complete stratum. But the culture is the brand culture important symbol and the soul, she entrusts with the product one kind vividly, the happy image, lets the human provide much food for thought. The clothing all is from beginning to end the cultural carrier, the society is developing forward, the clothing cu lture also can keep pace with the times. Key words: Brand culture； Chinese native place clothing； Brand cultural reconstruction 引言 在进入了21世纪这个以知识经济为主导的时代，品牌是走向市场的通行证。而文化则作为品牌的一个重要标志和灵魂，她带给了产品一种生动、美好的形象，让人回味无穷。服饰在不断发展的今天，一直都是文化的载体