毕业设计（论文）-服装企业品牌管理现状研究.docVIP

摘 要 在21世纪，企业竞争已经进入品牌竞争时代。品牌是企业的灵魂，是企业发展的基石。优秀的品牌文化，先进的品牌管理能够促进企业健康、稳定地发展。许多的服装企业已经渐渐意识到了品牌的重要意义，制定了自身企业的品牌管理策略，但直至今日，还没有打造出世界闻名的服装品牌。大多企业虽然制定了品牌策略，但是并没有完全理解品牌的含义，企业不断追求短期的利润，而忽略了品牌的长期管理，这与品牌发展的长远性相驳，其实质是并没有将品牌管理放到整个企业战略管理的高度。 本文首先对品牌管理相关理论进行概述，接着研究服装企业品牌管理现状，并对出现的不足进行详细分析，提出加强品牌管理的对策，包括：强化品牌核心价值、准确定位品牌、合理延伸品牌、加强品牌形象塑造、加强企业内部优化、运用整合营销推广品牌等。最后结合天津斯必得服装集团有限公司品牌管理案例进行分析和说明，作为理论的实际支撑。 关键词：服装企业；品牌管理；斯必得服装集团 Abstract In 21st century, enterprises have entered the era of brand competition. Brand is the soul and the cornerstone of enterprise development. Excellent culture of brand and advanced brand management can promote healthy and stable development of enterprises. A large number of clothing enterprises have gradually realized the significance of brands management, and have begun to develop their own corporate brand management strategy. However, up to now, there is no china brand standing in the world-famous fashion brands. Although most enterprises have developed a brand strategy, they havent comprehended the true essence of the brand. Companies always go in for seeking the short-term profit, while ignoring the long-term brand management. That is ambivalent about the long-term development of the brand, and its essence is that brand management hasnt been put into the level of entire enterprise strategic management. In this passage, firstly, it describes the theories of brand management. Afterward, it explains the current situation of clothing enterprises’ brand management, and gives a detailed analysis to the defects. Consequently, it proposes the strategy to enhance the development of brand management, such as, strengthening brand core values, locating brand correctly, extending the brand reasonably, enhancing brand molding, strengthening the internal optimization, and using integrated marketing to promote brands. Finally, the brand management case of the SIBIDE Garment Group Co. Ltd in Tianjin is carried out concrete analysis and explanation，in order to support the p