我国西服品牌的定位策略研究.doc

第 PAGE IV 页 共II页 我国西服品牌的定位策略研究 摘要：在中国打开国门走向世界的同时，大量的国外品牌蜂拥而入，冲击着庞大的中国市场。人们从注重价格到注重质量，再到注重品牌，是一种消费心理的飞跃，也是市场格局走向名牌瓜分市场的表现。品牌己经逐渐演变成企业的一项重要无形资产。在现代市场条件下，品牌这种无形资产的价值己经超过了厂房、技术、设备、产品等诸多有形资产。因此，创立名牌己成为各行业企业取得竞争优势的策略性选择。品牌作为一项能够对企业的长期运作发挥重要作用的无形资产，需要维护和发展，因此，就要进行品牌定位和品牌资源的管理，以实现品牌对企业的长期价值。 关键词：品牌，品牌定位，品牌定位策略 The research on brand position of suit Abstract : While China opens the country gateway and goes to the world , a large number of foreign brands are impaling the huge Chinese market . People reach the brand is from paying attention to the price and quality , is the leap of consumers psychology , it is the market pattern that moves towards the behavior of the famous brand dismembering the market too . The brand has already developed into an item of important intangible assets of enterprise .Under the modem market condition , the value of the brand , this kind of intangible, assets , has already exceeded a great deal of physical assets , such as factory building , equipment products , administrator ，etc .so, founding famous brand has already become the strategic choice that every profession and trade enterprises have made the competitive advantage . The brand can be the intangible assets operating playing an important role for a long time of enterprises as one , ( which is) need safeguard and develop too , so the enterprise will on the management of brand making a reservation and brand resources soon , in order to realize the brand long-term value to enterprises them． Key words: Brand ，Brand Positioning ，Brand Positioning Strategy 目 录 TOC \o 1-3 \h \u HYPERLINK \l _Toc17165 1 引言 PAGEREF _Toc17165 1 HYPERLINK \l _Toc5429 2 研究背景及目的 PAGEREF _Toc5429 1 HYPERLINK \l _Toc24689 3 相关理论综述 PAGEREF _Toc24689 2 HYPERLINK \l _Toc13141 3.1 品牌的内涵 PAGEREF _Toc13141 2 HYPERLINK \l _Toc28625 3.2 品牌定位 PAGEREF _Toc28625 2 HYPERLINK \l _Toc25110 3.2.1 品牌定位的含义 PAGEREF _Toc25110 2 HYPERLINK \l _Toc32398 3.2.2 品牌定位的目的 PAGEREF _Toc32398 2 HYPERLINK \l _Toc20477 3.2.