山东理工大学硕士学位论文 摘要
II
摘要
“衣、食、住、行”是我们每个人的基本需求，人们把“衣”放在首位，从而可以看
出，衣服对于我们的重要性。截至2017年末，中国人口已达到13.9亿人，是全世界
最大的服装消费国和生产国，所以说中国的服装行业前景广阔、大有可为。我国服装
行业广阔的前景使得国内外服装企业的数量迅速增长，各类服装品牌众多，大大小小
的服装公司层出不穷，服装公司间的竞争越来越激烈，发展越来越艰难，中小服装企
业面临着严峻的生存发展挑战
本文研究的是一个中小服装企业——SDYY服饰公司的真实案例，企业利用互联
网高速发展的时机，对生产服装进行网络销售，前期发展比较顺利，但是随着企业发
展和互联网竞争的加大，企业品牌建设问题逐渐凸显，严重制约了企业继续快速发展
本文就是在这个背景下，依据品牌建设相关理论知识，对SDYY服饰公司品牌建设
进行了系统性分析，指出了SDYY服饰公司品牌建设中存在的问题，并制定了SDYY
服饰公司品牌建设策略，为SDYY服饰公司进一步发展指明了方向。这对于丰富和
发展品牌建设理论在中小服装企业领域的应用研究有一定的理论意义，同时，可以给
同类型、同行业甚至是跨行业相关的企业品牌建设提供参考价值
本论文的研究内容分为六大部分。第一部分介绍了选择SDYY服饰公司进行品
牌建设研究的背景，阐述了研究目的和意义，说明了论文的研究方法，指出了本论文
的研究内容与论文结构；第二部分介绍了品牌定义、品牌建设、品牌建设模型三个方
面的理论研究情况，并总结了SDYY服饰公司品牌建设思路步骤；第三部分介绍了
SDYY服饰公司及品牌发展现状，并通过PEST分析法、波特五力模型分析法、SWOT
分析法对企业内外环境进行分析，指出了企业品牌建设存在的问题；第四部分提出了
SDYY服饰公司品牌建设总体方案，然后从品牌目标、品牌定位、品牌建设、品牌营
销、品牌维护五个方面进行了论述；第五部分从提高企业管理水平、提升服装产品质
量、加强人才培养引进、开辟线下销售渠道四个方面对SDYY服饰公司品牌建设提
出了保障措施；第六部分对本文的研究成果进行了概括说明，并总结了本项研究存在
的不足
关键词：服装企业；品牌建设；品牌定位；品牌营销；品牌维护
山东理工大学硕士学位论文ABSTRACT
IV
ABSTRACT
Clothing, food, shelter and transportation are the basic needs of our life, people
always put clothes in the first place, which shows the importance of clothes for us. By the
end of 2017, China's population has reached 1.39 billion, making it the world's largest
consumer and producer of clothing. Therefore, China's clothing industry has a broad and
promising future. The broad prospects of China's garment industry have led to a rapid
increase in the number of garment companies at home and abroad. There are numerous
types of clothing brands, and there are large and small clothing companies have emerged
one after another. The competition among these companies has become increasingly fierce,
and the developments of these companies have become more and more difficult, especially
for some domestic garment companies. Small and medium-sized garment enterprises are
facing a severe challenge for survival and development.
This paper studies the real case of a small and medium-sized company -- SDYY
clothing company. The company uses the opportunity of the rapid development of the
Internet to conduct online sales at the beginning. The early development is relatively
smooth, but with the development of the company and the increase of Internet competition,
the issue of brand building has become increasingly prominent, which has seriously
hampered the continued rapid development of the company. This paper is carried out based
on this background. According to the brand building related theoretical knowledge, a
systematic analysis of the brand building process of SDYY clothing company has been
conducted. It points out the problems in the company's brand building process, and
formulated the company's brand building strategy, and points out the direction for the
further development of SDYY clothing Company. This has certain theoretical significance
for enriching and developing the application of brand building theory in the field of small
and medium-sized garment enterprises. At the same time, it can provide reference value for
the brand building of the same type, same industry or even cross-industry related
enterprises.
The content of this paper is divided into six parts. The first part briefly introduces the
background of choosing the SDYY clothing company to carry out brand building research,
and it expounds the research purpose and significance of this topic, explains the research
methods of this thesis, elaborates the research content and the structure of this paper. The
山东理工大学硕士学位论文ABSTRACT
V
second part introduces the status of three theoretical research including brand definition,
brand building and brand building model, and sums up the steps of the company's brand
building process. The third part introduces the development status of SDYY clothing
company and its brand, and the internal and external environment of the company is
analyzed through PEST analysis, Porter five model analysis and SWOT analysis, and it
points out the problems existing in the brand building of this company. The fourth part puts
forward the overall plan of brand building process of SDYY clothing company, and then it
was discussed from five aspects: brand target, brand positioning, brand building, brand
marketing, and brand maintenance. The fifth part puts forward the protection measures for
brand building of SDYY clothing company from four aspects: improving the management
level of the company, improving the quality of clothing products, strengthening the training
and introducing of talents, and opening up channels of offline sale. The sixth part
summarizes the research results of this paper and summarizes the deficiencies in this study.
Key words: Clothing enterprises; Brand building; Brand positioning; Brand
marketing；Brand maintenance
山东理工大学硕士学位论文 目录
VI
目录
摘要 .. II
ABSTRACT......... IV
目录 . VI
第一章绪论 ... 1
1.1 研究背景1
1.2 国内外研究现状. 2
1.2.1 国外研究现状 ...... 2
1.2.2 国内研究现状 ...... 3
1.3 研究目的和意义. 4
1.4 研究方法5
1.5 研究内容与论文结构 ..... 5
第二章理论概述 ........... 7
2.1 品牌定义相关理论 ......... 7
2.1.1 品牌符号论 .......... 7
2.1.2 品牌关系论 .......... 7
2.1.3 品牌整合论 .......... 8
2.1.4 品牌价值论 .......... 8
2.2 品牌建设概述..... 8
2.2.1 品牌战略角度 ...... 8
2.2.2 品牌资产角度 ...... 9
2.2.3 品牌管理角度 ...... 9
2.3 品牌建设模型概述 ....... 10
2.3.1 CBBE模型 ........ 10
2.3.2 360度品牌管理 . 11
2.3.3 品牌构建要素“1-3-1模型” ...... 12
2.4 SDYY服饰公司品牌建设思路步骤 ... 12
第三章SDYY服饰公司品牌发展现状及环境分析 .. 14
3.1 公司简介 .......... 14
3.2 公司外部环境PEST分析 ....... 15
3.2.1 政治环境分析 .... 15
3.2.2 经济环境分析 .... 16
3.2.3 社会环境分析 .... 17
3.2.4 技术环境分析 .... 17
3.3 公司外部环境五力模型分析 ... 18
3.3.1 供应商的议价能力 ........ 18
3.3.2 购买者的议价能力 ........ 18
3.3.3 新进入者的威胁19
3.3.4 替代品的威胁 .... 19
3.3.5 同业竞争者的竞争程度19
3.4 公司品牌建设SWOT分析 ..... 20。