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1、关于国产服装品牌文化现状及发展的研究摘 要 上世纪90年代，随着国内经济的发展，国门进一步打开，使国人看到了服装品牌的面貌，体验了品牌的神奇力量，由此中国的品牌服装文化意识才开始萌芽。目前，中国已经成为世界上最大的服装加工基地，生产服装的总量庞大，但单件价值水平低，世界性的品牌几乎为零。品牌对市场的号召力不足，品牌运作方法的欠缺，这些都是我国服装产业的薄弱环节。所以目前我国服装产业欠缺的不是质量和数量，而是国际性的品牌设计理念以及先进的品牌营销理念，必须大力发展品牌经济，树立品牌文化意识，才能确保我国服装产业在日渐国际化的竞争中占有一席之地。 随着物质生活水平的提高，消费者的消费观念也日渐成熟
2、，人们由过去重视其功能、是否耐洗耐穿等等，转变为对服装的品牌文化、设计特征等因素的关注。这表明人们在服饰方面由品牌消费取代了产品消费，服装消费观念的感性化、本我化同时也促使着更多个性化的服装品牌应运而生。 虽然我国服装品牌的整体水平与服装品牌发达国家相比还有很大距离，但服装产业的快速发展及服装企业和消费者品牌文化意识的兴起，加之国家政策提供的良好环境，使我国服装产业发展正在进入加速期。在上述的内外环境的孕育下，国内服装品牌文化的发展已经有了很好的开端。在此，通过相同类型及档次的国内外品牌文化中的各项具体指标，如设计风格、产品品类、品牌线、设计理念、营销理念等，对国内外服装品牌文化系统进行对比分
3、析，得出各品牌的优缺点，从而总结出我国服装品牌发展的现状。结合国内服装产业面临的具体情况，为国内服装品牌文化的发展提出新的思路，如设计风格分类及设计内容的更新、营销方式及营销内容的更新等。最后，通过对国内外服装品牌文化的研究，以设计理念和营销理念为基本点总结出国内服装品牌文化发展的现状，得出“品牌等边三角形法则”，即当等边三角形的三条边，也就是品牌设计、品牌营销、品牌文化都确定后，三角形的高就出现了，也就是品牌资产，并且三条边同比例发展的越大越强，也就是等边三角形的三条边越长，它的高就越长，品牌资产就越多，服装品牌才能稳定得不断发展壮大。反之，则不能保证服装品牌持续稳定的发展。关键词：服装品牌
4、文化，设计理念，营销理念，品牌资产，创新RESEARCH ON SITUATION AND DEVELOPMENT OF DOMESTIC CLOTHING BRAND CULTUREABSTRACTIn the 1990s, along with the development of domestic economy, Chinese see a lot of clothing brand and experience of brand magic power. Thus China brand clothing culture consciousness began to sprout.
5、At present, China has become the worlds largest garment processing base, the total clothing production is very large but the value of single clothing is on a low level and the worldwide brand is almost zero. Brand on the market, the power of the brand operation method, these are the weak link of clo
6、thing industry in China. So the current clothing industry is not lack of quality and quantity, but international brand design concept and the international brand marketing idea. So we must develop brand economy, establish brand culture awareness, to ensure the products of international competition.W
7、ith the improvement of living standard, the consumer concept also gradually matured. In the past，people care about clothing functional and if the clothing is washable and so on, but now they pay more attention to the brand culture and design features. This suggests that people in the clothing brand
8、consumer replaced product consumption。Finally, the clothing consumption idea localization and expedites the more personalized dress brand emerged.Although our clothing brand overall level compared with the developed countries have great distances，the rapid development of clothing industry and clothi
9、ng enterprise and brand culture consciousness, and provides better environment of national policy, make our clothing industry is entering the acceleration period.Because of the above reasons, the development of domestic clothing brand culture has made a good beginning. Through the same type and clas
10、s enumerate, the brand culture and specific indexes, such as product category and brand wire, design concept and marketing concept of domestic and foreign clothing brands, a comparative analysis of the cultural system, various brands of optimal slightly points, thus summarizes the present situation
11、of the development of Chinese clothing brand. Based on the domestic clothing industrys specific situation, puts forward a new idea of domestic brand clothing. Such as classification of design style, update the design content, marketing methods, marketing content and so on.At last, through the domest
12、ic and international dress brand culture research, base on design concept and marketing idea for the basis of domestic brand garment summarized the present situation of the development of culture, we know that “Brand equilateral triangle rule”. The rules show us that the brand design、brand marketing
13、 and brand culture have the same develop level the brand can develop smoothly. Conversely, are not.KEY WORDS: clothing brand culture, design concept, marketing concept, brand equity, bring forth new idea目 录摘 要IABSTRACTII目 录IV1 引言11.1 课题的研究背景11.2课题的研究范围及方法11.3课题的研究意义22服装品牌文化的概念及构成32.1服装品牌文化的概念32.2 服装
14、品牌文化的构成42.2.1 服装品牌设计42.2.2 服装品牌营销83国内外服装品牌文化的对比103.1 国内外女装品牌文化的对比（风格1）103.1.1 国外女装品牌举例夏奈尔（CHANEL）103.1.2 国内女装品牌举例白领（WHITE COLLAR）113.1.3对比结果123.2 国内外女装时装品牌文化的对比（风格2）133.2.1 国外女装品牌举例三宅一生（ISSEY MIYAKE）133.2.2国内女装品牌举例例外（EXCEPTION de MIXMIND）143.2.3对比结果153.3 国内外男装时装品牌文化的对比（风格1）163.3.1国外男装时装品牌举例杰尼亚（ERMEN
15、EGILDO ZEGNA）163.3.2国内男装品牌举例依文173.3.3对比结果183.4 国内外男装时装品牌文化的对比（风格2）183.4.1国外男装时装品牌举例切瑞蒂（CERRUTI 1881）183.4.2国内男装时装品牌举例七匹狼（SEPTWOLVES）203.4.3对比结果213.5 国内外青年休闲品牌文化的对比分析223.5.1国外青年休闲品牌举例飒拉（ZARA）223.5.2国内青年休闲品牌举例美特斯邦威（METERS BONWE）233.5.3对比结果243.6 国内外内衣品牌文化的对比分析253.6.1国外内衣品牌举例维多利亚的秘密（VICTORIAS SECRET）253.6.2国内内衣品牌举例爱慕（AIMER）263.6.3对比结果273.7 国内外服装品牌文化的对比结果分析273.7.1 品牌设计风格273.7.2 品牌识别283.7.3 目标消费群283.7.4 品类研发293.7.5 品牌线293.7.6 品牌推广293.7.7 终端营销294、总结国产服装品牌的现状及前景314.1 国产服装品牌的现状314.1.1男装品牌314.1.2.女装品牌314.1.3青年休闲装品牌324.1.4.内衣品牌3
