商业街服装店对品牌的选择机制毕业论文.doc

PAGE 山西师范大学现代文理学院本科毕业论文 某商业街服装店对品牌的选择机制 运城某商业街服装店对品牌的选择机制 内容摘要 很久以前，人们的生活标准顾不得考虑到食物和衣服，然而随着时代的发展进步，品牌的概念越来越被消费者所重视，代理商也成为一个重要的品牌发展之道，这种现象越来越多的并且从各行各业中反映出来。不同种类的商品销售者变得更有品牌意识并且开始要求创建自己的品牌。而随着人们生活的改善，消费水平的提高，人们也开始选择更多的品牌适应他们自己不同的生活。每个品牌都有自己独特的风格，大品牌的代理商，往往知名度高的同时折扣也高然而利润空间小；小品牌则刚好相反，折扣虽然低，然而知名度与商品质量往往跟不上顾客对品牌的追求。因此，服装店需要最大限度地分析各品牌的优势与劣势，趋利避害获得最好的经济效益。每个商店都有自己的品牌选择机制的方法，这种方法具有重要研究意义。 【关键词】服装店 选择 品牌 经济效益 Yuncheng Commercial Street clothing store brand selection mechanism Abstract A long time ago, the standard of living of the people refused to take into account food and clothing, along with the development and progress, however, the concept of the brand more and more consumers attach importance to, the agents also become an important brand development, a phenomenonmore and more and from all walks of life reflected. Different kinds of goods become more brand conscious and asked to create their own brand. With the improvement of peoples lives, consumption levels, people began to select more brands to adapt to their own life. Each brand has its own unique style, the agents of big brands, often high-profile, while discounts are also high, however, the profit space is small; small brands are the opposite, discounts, although low, visibility and quality of goods often can not keep up the customer the pursuit of the brand. Therefore, clothing stores need to maximize the analysis of the strengths and weaknesses of each brand while avoiding disadvantages for the best value for money. Each store has its own brand to choose the method of the mechanism, this approach has important significance. 【Key Words】clothing store select brand benefits 目 录 一、引言…………………………………………………………………………………(1) 二、文献综述…………………………………………………………………………（2） 三、品牌的选择机制………………………………………………………………（3） （一）“派克兰帝”专卖品牌的选定过程………………………………………………(3) （二）综合比较各种品牌的选定机制…………………………………………………(5) 四、总结……………………………