服装企业品牌建设研究20100108.doc

网络环境下服装企业品牌建设研究 摘 要 中国的服装市场已进入品牌激烈竞争的时代，目前这种竞争正从设计、面料、工艺、品质、价格、服务、文化、店面、客户管理及广告等方面全方位展开。这表明我国服装品牌格局正进入一个竞争日趋激烈、国际化和多元化并存的新时期。就我国服装品牌而言，许多服装企业都认识到，中国服装品牌要成为世界服装品牌，就必须走品牌、名牌路线。那么中国服装品牌的路线应该怎样建设？品牌发展道路怎么走？怎样的把握才能使品牌建设比较到位？这是摆在中国服装企业面前的一个重大的战略性问题。因此，本文的研究对我国服装企业的品牌建设具有重要的理论意义和应用价值。 本文以品牌学和企业竞争理论为指导，运用定性分析和实证分析相结合的方法，分析了我国服装企业品牌建设的现状和问题，探讨了中国服装企业品牌建设的途径，并对我国服装品牌建设提出了一些思考。只有提炼品牌理念与文化，建立品牌个性魅力，建立强有力的品牌管理系统，合理采用品牌延伸策略，并根据服装品牌生命周期实施品牌战略，融合中国传统文化，才能打造中国服装企业的国际品牌。 关键词：服装企业，服装品牌，网络营销 The clothing business enterprise brand construction studies Author：******* Tutor：******* Abstract The clothing market of China has already got into the ages of brand fierce competition, this kind of competition is anticipating from the design, noodles currently, craft, quality, price, service, culture, shop front and customer management and advertisement etc. Be all-directions to launch.This enunciation our country clothing brand structure and form is getting into a competition gradually vigorous, internationalization and diversification keep both new period.Our country clothing brand but speech, many clothing business enterprises all know, Chinese clothing brand wants to become clothing brand in the world, have to walk brand, famous brand route.So how should the route of Chinese clothing brand constuct?The brand develops road how walk?How of then can the confidence make brand construction better enough?This is the strategic problem of a graveness that puts in Chinese clothing business enterprise in front.Therefore, the textual research has important theory meaning and application value to the brand construction of the our country clothing business enterprise. This text with the brand learn to compete a theory with business enterprise for instruction, make use of the met