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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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
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