服装企业的品牌营销策略研究.docVIP

学年专业论文 服装企业的品牌营销策略研究 姓 名： 专　　业： 学 号： 指导教师： 年 月 日 哈尔滨远东理工学院学年专业论文 PAGE III 摘 要 迄今为止，我国本土的服装品牌已逾万，但没有一个能够享誉全球。这种以中低档次见长、以低成本、多数量取胜的模式己成为制约我国服装业发展的瓶颈。我国虽然是世界第一纺织服装出口大国，但赚取的只是制造加工环节的微薄利润，而在产品销售中被外国企业赚走的占大头的销售利润，就是品牌的价值。现今的企业要持续发展，就要注入生命的活力，而唯一能注入生命活力最有效的方法是有品质好的产品，创品牌是企业成功的必由之路，这样产品才会具有旺盛的生命力，品牌经营就是利用品牌作为商品的无形资本来经营，而服装品牌的创造是一段艰辛的历程，拥有自己个性化的品牌服装是企业的自豪，品牌的产生是服装企业的发展机遇，保护服装品牌地位，更是一种国际行业间的挑战，一个服装公司的品牌得到了社会各界的认可，实际上是消费者对这个品牌所在服装公司的整体素质、服装质量、经营管理水平以及企业形象的肯定。 全文最后的研究结果是建立了服装企业品牌营销管理的大系统，为企业进行品牌可持续发展提供有效的参考，同时拓展了服装营销的新方向，也促使更深入的了解了服装这一行业，对今后的进一步研究具有指导和基础性意义。关键词服装营销品牌创新核心竞争力战略发展。 关键词：服装营销；可持续发展 Abstract So far， Chinas domestic clothing brand is more than 10000, but no one can be famous in the world. This low level, with low cost, most win mode has become the bottleneck of the development of Chinas garment industry. Although China is the worlds first textile and garment export country, but only to earn a small profit margins manufacturing and processing, while the sales of products by foreign companies to take the bulk of the sales profit, is the value of the brand. Todays enterprises to sustainable development, to infuse the vitality of life, and the only way to the vitality of the most effective way is to have a good product quality, brand is the only way which must be passed to the success of an enterprise, so that the products will have strong vitality, brand management is the use of the brand as an intangible capital goods to business, and create a clothing brand is a hard journey, have their own personalized brand clothing enterprises is proud, branding is the opportunity for development of garment enterprises, to protect the position of the brand, is an international inter industry challenges, a clothing companys brand has been recognized by the community, is actually the consumers of the brand the clothing companys overall quality, clothing quality, management level and enterprise image recognition.