The Research On Garments Brand Strategy Of Ningbo Shanshan
ABSTRACT
18 years ago, Shanshan is only a small garment factory, and today's Shanshan from a little-known small factories into the well-known apparel companies, domestic and international achievements in the well-known brands. To a brand-name enterprises must have their own brands, Shanshan is through "four" strategy, diversification and internationalization of the brand strategy, brand management, corporate culture, and other means build their own brand. Community development, changes in the concept of consumers, apparel brand to the implementation of the strategy with the social trend and make the corresponding changes in the consolidation and the relationship between consumers. Based on Shanshan garment enterprises, combined with the operational state of Shanshan in recent years, evaluating Shanshan clothing brand product quality and development of space, the concept of corporate culture in integrate. In analyzing the issues ,drawing the domestic and foreign clothing brand strategy based on the philosophy of the brand strategy, Shanshan garment industry of the brand strategy for research and analysis.
KEYWORDS：Brand strategy、brand promotion、 brand culture、brand value
正文目录
第一章 引言……………………………………………………………………1
第一节 选题背景………………………………………………………………1
第二节 研究思路和研究方法 …………………………………………………2
第二章 杉杉服装品牌经营的发展历程………………………………4
第一节 品牌初创……………………………………………………………… 4
第二节 品牌拓展与国际化 ……………………………………………………4
第三节 杉杉主要服装品牌…………………………………………………… 6
第四节 创立市场公司模式——杉杉明智的选择…………………………… 7
第三章 杉杉服装的品牌战略分析……………………………………… 8
第一节 杉杉品牌战略介绍 …………………………………………………8
第二节 杉杉在品牌战略经营中存在的问题 ………………………………10
第四章 打造杉杉强势服装品牌策略的对策 …………………………13
第一节 文化营销提升服装品牌 ……………………………………………13
营销战略打造品牌价值 ……………………………………………14
第三节 结构调整突显杉杉销售实力…………………………………………15
第四节 品牌资产发展品牌经营战略…………………………………………16
第五节 新动态加速战略完美转型……………………………………………17
第五章 结束语 ……………………………………………………………… 19
参考文献 ………………………………………………………………………20
致谢
