快时尚服装企业品牌形象塑造分析——以HM为例.docVIP

PAGE PAGE 21 快时尚服装企业品牌形象塑造分析——以HM为例 摘要 品牌形象是品牌的核心内容。自从2008年金融危机席卷全球，许多时尚类服装品牌也受到了巨大的影响，步履艰难。2009年开始，一批逐渐兴起的“快时尚”品牌进军中国市场，并且越来越受到消费者的欢迎。“HM”这只来自瑞典的品牌，以其独到的策略在华人消费者心目中树立了十分良好的品牌形象。 本文以贝尔模型为参考，构建了服装品牌的构成要素。从三个层面分析服装品牌形象。采用调查问卷的形式，结合HM的自身特点对其创造的品牌形象做了一定分析并探究部分具体的品牌形象构成要素对HM做出的贡献。问卷分析的结果表明，在25个子要素的整体情况体现下，HM的品牌形象还是十分良好的。而子要素之间也存在着一定的高低差异，值得快时尚品牌引起重视并为之改进。 中国服装品牌的市场竞争现处于相对比较激烈的情况。本文探究出的HM塑造品牌形象的独到之处也可用于为国内众多服装品牌做出参考。作为资源相对有限的国内的服装品牌，需要认识并借鉴国际快时尚服装品牌的品牌构成要素抓住关键部分并塑造其品牌形象。 关键词：快时尚、品牌形象、服装品牌、构成要素、HM Abstract The brand image is the core content of the brand. Since the 2008 financial crisis swept the world, many fashion brand has also been a great influence, struggling. The beginning of 2009, a number of emerging fast fashion brand into the China market, and more and more welcomed by consumers. HM the Swedish brand, with its unique strategy and establish a good brand image in the minds of Chinese consumers. Based on the Baer model as reference, constructing elements of clothing brand. Analysis of clothing brand image from three aspects. Using the form of questionnaire, combined with the characteristics of the HM to create the brand image to do some analysis and explore the specific part of the inscape of brand image on HM contribution. The questionnaire analysis showed that, in the overall situation reflects the 25 sub elements of the HM, the brand image is very good. The sub factors also exist between certain differences, worthy of attention and fast fashion brand for improvement. China clothing brand market competition is relatively intense situation. This paper explores the HM brand image can also be used to make ones own knack in reference to many domestic brand clothing. As the limited resources of the domestic clothing brand, need to know and learn from international fast fashion brand to seize the key elements and build brand image. Key words：fast fashion、brand image、clothing brand、composed factor、HM 快时尚服装企业品牌形象塑造分析……以HM为例 一、服装品牌形象的概念和内涵 品牌形象的本质是消费者对品牌的总体感知，是依据消费者对有