毕业设计：我国服装业品牌的创建、运营和管理探讨.docVIP

我国服装业品牌的创建、运营和管理探讨 ——HM个案分析 摘要 由于科技的进步和经济全球化的发展，企业之间的竞争已经由产品和服务的竞争转向品牌的竞争。自中国加入WTO之后，服装行业也进入了一个具有更多机会与挑战的发展时期，然而中国却始终处于“中国制造”与“世界工厂”的地位。我国服装业对于品牌的意识普遍较弱，缺少服装著名品牌，拥有世界顶级的生产技术，成熟的产业链条，低成本的劳动力以及原料的中国，何时能够彻底地从“中国制造”转变为“中国创造”。继而成为真正意义上的集设计，生产，品牌，企业，消费为一体的服装大国，如何从缺乏具有影响力的服装品牌的泥潭中走出，从服装制造大国转型成为服装创造强国引人深思。 本文主要通过对文献的查阅与分析、逻辑推理、比较分析和实例分析相结合的方式，在回顾与综述品牌创建、运营和管理的相关理论知识的基础上，分析我国服装业品牌发展道路上的特点、问题以及对策的思考。具体来说，本文主要是从品牌创建阶段中品牌的定位、个性和传播方面；运营阶段中的品牌系统、创新、延伸以及维护策略；还有管理阶段中品牌对资产和危机的管理这些方面进行探讨，分析出我国服装业品牌发展过程中的问题，并提出改善的措施。因为我国服装业的品牌发展尚处于初级阶段，所以论文最后，通过分析较为熟知的国外服装品牌HM的品牌发展历程，用以借鉴其成功经验。 关键词 品牌；品牌创建；品牌运营；品牌管理；服装业Abstract With the progress of science and technology and the development of economic globalization, the competition among enterprises has been shifted by the competition of products and services to brand competition.Since Chinas accession to the WTO, the apparel industry has entered a development period of more opportunities and challenges, however, China has always been in the Made in China and the world factory status. Generally weak brand awareness of Chinas garment industry, the lack of well-known brands of clothing, with the production of the worlds top technology, mature industry chain, the cost of labor and raw materials in China, when it can be a real transition from Made in China to China out of the mire of creation , and went on to become the true sense of the set design, production, brand, corporate, consumer clothing, from the lack of an influential apparel brands, from apparel manufacturing country transformed into clothing to create a powerful introduction food for thought. In this paper, through the access to and analysis of the literature, logical reasoning, comparative analysis and case study a combination of Review and Summary brands to create, on the basis of the theoretical knowledge of the operation and management, analysis of Chinas garment industry brand development characteristics, Problems and Countermeasures. Specifically, this article is created from the bran