服装品牌多元化策略外文翻译Word格式文档下载.docx

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原文:

Clothingbranddiversification

Inthepresentworldeconomyunderglobalization,brandcompetitionhasbecometheprimarymeansofmarketcompetition.Inrecentyears,thedomesticgarmentindustryisdevelopingrapidlygrowingnumberofclothingbrands,buttheinfluentialbrand-nameisnotsomushCompetitivebrandshasbecomeamagicweapon,aweapontoattackthemarket,garmentindustryisnoexception.Inthecourseofdevelopmentofthedomesticapparelintothe"

age-targeted"

animportantphaseofthestudyinternationalanddomesticbrand-nameclothingcase,hisunderstandingofbrandstrategyandpositioningforfashiondesignersandoperatorsofmanyenlightenment,sothecreationanddevelopmentofmoredomesticBrandname.Withthecommunityasawholegraduallyincreasebrandawareness,consumerbrandofclothingisnotjusttheselectioncriteriaremainintheproductitself,butthroughtheimplementationofbrandplanning,brandculturebyinfection,theestablishmentoftrustinthebrandimageInthiscompetitionglobalizationadvancesintechnology,ever-changingconsumerdemand,populationrapidlychangingtimes,theonlyguaranteeofsurvivalanddevelopmentofthebrandisalwayskeepinmindcustomerneeds,preferencesandexpectations.Brandcompetitionis"

people-text"

formsofcompetition,consumerdemand-oriented,marketpositioninginareasonabletargetbasedontheanalysisestablishedbrandthathasthemarketcompetitiveness.Clothingenterprisestoimplementeffectivestrategiesforsuccessfulbrandmustgivethebrandareasonable,clearanduniquepersonalityofthebrandpositioning.Carefulanalysisofthetargetmarket,areasonableposition,relatedtotheimplementationofallaspectsofbrandplanning,brandplanningandobjectivescanbesaidthatmarketorientationiscloselyrelatedtotheDepartment.Brandplanningandtherelationshipbetweentargetmarketisthemaincontentofthispaperhopethatthroughthisresearchproject,abletodevelopascientificandreasonabletoprovideatheoreticalbasisforbrandstrategyandpracticalreference.

Isabrandname,mark,symbol,designorcombinationofthem,withtheaimofidentifyinganenterpriseproduct,topreventconfusion.ThetermwasfirstpositioningthetwoadsbythemanagerandRees-Ai?

raisedtroutanddrivenpopular,theythink:

ispositioningtheproductasthestartingpoint,suchasacommodity,aservicecompany,institutionorevenaAperson;

butthelocationisnottheproduct,buttheideaofthepotentialcustomers,whichproductstoconsumersinthebraintoidentifyasuitablelocation.Infact,thepositioncanbestarted,consumerscanalsobestarted.Foundnottomeetthedesiresofconsumers,enterprisesaccordingtotheirownresourcestoproduceproductstomeetthispartispositioningthecase.Clothingbrandpositioningisaprerequisiteformarketingapparel,clothingbrandpositioningcanbeexpressedasclothingenterprisesinaccordancewiththetargetcustomersofconsumerdemandforapparelproducts,services,priceandimageoftheappropriatecombinationofdesignandtohavethecharacteristicsofgarmentproductsToattractandstabilityofthetargetconsumercustomers.Productimageisuniquefortheapparelgoodsisespeciallyimportant,brandstyledifferentfromthesubstancemustmeetspecificconsumertargetinnerpsychologicalfeelingandaspirations.Therefore,onlyaclothingbrandtomeetconsumerdemandfortheuniqueshapethestyleofclothingproductsinordertobecomeamajorsellingpoint,itisbranddifferentiation,theimportantcharacteristicsofperformancemanagement.Itishardtoimagineonewithouttheirownstyleofclothingwillbeconsumers.

SuchastheKAPPAclothingborninthe70sinItalian,heusedthetight-fittingdynamicfashionsportsdesign.Makeagoodcombinationofsportsandleisuretogether.Thusformingtheexternalappearanceoftheiraffinityandrespectfortheuniquestyleofyouthculture,reflectsahighdegreeoffashionsense,wonthefashioncrowd'

sfavoritecities.Ofcourse,theformationofstyle,butalsosufferingfromtheimpactofdesignerssuchasVersacedesignerclothing,distinctivestyleofitsdesignishighlyuniqueaestheticavant-gardeartofcharacterization,whichdemonstratedtheuniquecharmistheuseoffullRenaissancefeaturesgorgeousandhighlyimaginativestyle,intheconquestoftheworld'

sfashionindustry,butalsocreateanamedinhisworld-famousfashionbrand.Similarly,Chanel,pickup,Thesameistruecardin.

Second,howaccurateclothingbrandpositioning

Clothingbrandpositioningisbasedonthebasisofmarketsegmentationcompleted.Themarketwillbedividedintoanumberofmarketsegmentsanddifferentproductsorservicestomeettheirdifferentneeds,hasbecomeamodernmarketingatthecore.Astheworld'

sdiversityandcomplexity,itishardtoimagineasinglemarketportfoliotomeettheneedsofallconsumers.Marketsegmentationofthemarket,thetaskistobedividedintodifferentconsumergroups,thatisthetargetcustomers,resultingintheformationofthetargetmarket.

Areallygoodmedicine,isnotlikelytocure,ifcureofthedrugonceclaimed,itmustbefake,clothingthesametoken,therecanbeabrandisforeveryone.TobringtheInternetage,informationglobalizationbringustoday,butalsocreatedNnumberofnewhumanbeings,suchas,ballrace,Pettyfamily,strawberry,BenBenfamily,NONOgroup,YOYOUfamily,FLYfamily,IFethnic,LOMOfamily,drywoman.Theyhavedifferentpreferences,withdifferentvalues,howmightlikethesamestyleofclothes,howcouldthesamestyleofclothinglikeit?

Thesealsoonly80atthenewman,after70moredifferentmatter,after60otherpeople,imagine,aftera60portlymiddle-aged,wearing80jeanspantsaftertheKoreanbigahhowincredible!

Therefore,fordifferentgroupsofpeople,weneedmorepersonalizedproductstomeetdifferentconsumergroups.

Third,differencesinclothingbrandpositioningstrategy

Duetofiercemarketcompetition,soaccuratepositioningmustalsobecompetingwithsimilarproductshavedifferences,differentiatedbrandpositioningoftheclothingbrandisbasedonthefundamentalmarket.Foreignapparelbrandsandconsumersaboutthecharacteristicsofthestudyinadditiontothemarketwearefamiliarwiththeinvestigationandplacedtoomuchemphasisonstatisticaldata,arelativelynewkindofconsumerpsychologyfromthepointofview,exceptforthebrand,price,productandsoonthesurfaceofthings,tounderstandDuetothegrowthofitsconsumerenvironment,personalityfactors,theinfluenceofculture,formedbyanumberofcomplexconsumerbranddifferentiationstrategywillenablethebrandtoremaincompetitiveintheirowncharacteristics,whichisbrandloyalconsumergroupshaveareason.。

Whenabrandpositioninginthemarketsinceestablished,thenextweneedtostrengthenthepositioning,refiningthebrand'

scorevalues.Weknowthatclothinginthefabricorstyle,orworkontheadvantagesofasmalldetailhasbeeninsufficienttoprovokeaconsumerpurchases,sothistimeweneedtopresentaspecial,cancauseconsumerstoresonatewiththeaspirationsoftheheart,takethistoimpressconsumers.IfthetargetconsumergroupMetersbonweisthevitalityoffashionpeopleaged18-25,accordingtoitscharacteristics,Metersbonweextractthecorevaluesofthebrandisaself-straightforward,character,couragetoaccepttheimageofsomethingnew,proposedthe"

donottaketheunusualway,"

thecorevalues,whichcorrespondstoadifferentconsumergroupswantspecialwishes,therefore,greatlystimulatedtheconsumer'

sdesiretobuy.

Fourth,clothingbrandpositioningstrategyofdiversification

Astheonlysinglebrandtomeettheneedsofsomeconsumers,inordertoexpandmarketshare,operatorscanbemulti-brandstrategytoexpandthescopeofproductstomeetmarketdemand.Multi-brandstrategy,includinganextensionofthebrand,branddevelopmentandbrandacquisitions1.Brandextensionstrategy

Brandextensionistodevelopasinglebrandtobrandlinkedtooneanotherfamily.Typically,eachcompany'

sproductlineisonlypartoftheindustry,ifmorethantheexistingrangeofproductstoincreaseitslength,thatis,becomeanextensionofproductlines,includingdown,upandextendthetwo-wayextension.

Youngermen'

sgarmentsfromstartedtodo,firstformakingshirts,andthenitdidthesuit,andmakecomprehensivemarketshareoftwoleadingproductshavedonethefirst,installedinthemen'

smarketadvantageisobvious.However,asmarketcompetitionandconsumerdemand,showingawiderange,themarketisfurtherbrokendown,Younger'

sproductlinemustbecontinuouslyextendedtomeettheneedsofdifferentconsumers,consumergroupsformedtomeetthediverseneedsofproductsExtensionoftheproductline,theYoungerhavelaunchedaT-shirt,sportswear,trousers,coats,ties,pajamasandothermen'

sfashion,butthebrandhasbeenonlyoneIn2003,Youngerintroducedahigh-endbrandgoldenandblueproductpositioningbothYounger,ayoungfamilyhavesincelaunchedthegreenYounger.ThisbrandextensioncontinuestheYounger'

sbusinessphilosophy:

First,tomakestrongerabrand,trunkthick,deep-rooted,tomanybranchesofatree;

thetrunkisnotrough,branddiversificationafterrisky.AlthoughtheintroductionofthegoldenYoungerdoingagoodjobonthebasisoftheleadingbrandsofthebrandextension,itisclearthattherearereverseandtherisk.Becausethedomesticapparelmarketseemstohaveformedadeep-rootedprejudices:

domostofthelocalclothingbrandinthelow-endmark