在石狮市众多服装生产和销售企业中，帝牌男装是其中较为知名的品牌。 但是，在激烈的市场竞争中由于品牌优势不明显，帝牌男装的发展一度遭遇 发 展瓶颈，其高端化发展一直难以突破。在此背景下，本文借助文献分析法、案 例分析法、归纳演绎法等方法，对帝牌男装品牌发展战略设计与实施的环境、 必要性，以及实施 的措施与保障体系进行了探讨。本文研究如下： 首先，从整体上来看我国国内政策对服装企业的帝牌男装品牌发展战略与 实施具有促进作用，国内发展的政治环境优越；宏观经 济的稳定持续发展为帝 牌男装品牌发展战略的制定提供了优越的经济环境；我国不断增加的人口为帝 牌男装的品牌扩展业务提供了广阔的前景；当前原材料技术的发展，为帝牌 公 司的原材料获取创造了新的条件，新合成材料的出现使得服饰产品的原材料获 取路径发生了较大变化。 其次，通过对产业竞争环境进行分析可知：少量高流量渠道，帝牌公司 的 议价能力较弱；常规流量渠道，帝牌公司的议价能力较强；帝牌男装的产品在 进行品牌化发展的过程中，其品牌形象面临着较大的中间渠道商讨价还价压 力；从潜在竞争者进 入能力的角度来看，帝牌男装在进行品牌发展战略制定与 实施时需要面对的潜在竞争者较多；潜在替代品的替代能力较强。 再次，当前帝牌男装品牌发展战略的优势与劣势表现 为：从企业竞争优势 的角度看，帝牌男装经过了近些年的高速发展，已经形成了一定的规模效益， 在男装市场具有较强的竞争和发展优势，尤其近几年来，积极拓宽国际市场， 出口增长较快，主要表现在产品的研发设计、品牌建设和供应链管理等方面； 然而，随着社会发展，帝牌集团管理主要是以低或中低技术密集的产业和产品 为主，更加倾向于初 级和一般生产要求，缺乏核心竞争力。机遇与威胁为：凭 借优越的地理优势，在改革开放初期，大批的华侨回乡投资，带来了大量资金 和先进的技术；近年来电商对服装行业的 冲击，优化了产业链的中间环节，也 改变了人们对服装行业的消费习惯。 最后，帝牌男装品牌发展战略的实施措施包括：加强产品研发设计为品牌 发展提供基础，提高服务水平 塑造优质品牌形象，开展基于互联网+的牌形象 宣传，通过完善企业文化来丰富品牌内涵，转变思维借助新媒体平台进行品牌 II 推广。帝牌男装品牌发展战略的实施保障措施包 括：组织保障，人才保障，资 金保障。 关键词：服装行业 帝牌男装 战略环境 品牌战略 III Abstract Emperor brand men's wear is a relatively well-known brand in shishi city many clothing production and sales enterprises. However, as the brand advantage of men's wear of emperor brand is not obvious, its development has encountered a bottleneck, and its high-end development has been difficult to break through. In this context, this paper, by means of literature review, case study and inductive deduction, discusses the environment, necessity, measures and guarantee system for the design and implementation of the development strategy of emperor men's wear brand. Through the research of this paper, the following points of view are drawn: Firstly, China's domestic policies on apparel enterprises of the emperor brand men's wear brand development strategy and implementation has a promotional role. The political environment for domestic development is superior; The stable and sustainable development of macro economy provides a superior economic environment for the formulation of the development strategy of emperor men's wear brand. China's population continues to grow, the increasing population for the emperor brand men's clothing brand to expand business provides a broad prospect; At present, the development of raw material technology has created new conditions for the acquisition of raw materials of emperor company. The emergence of new synthetic materials has greatly changed the raw material acquisition path of apparel products. Secondly, through the analysis of the industrial competition environment, it can be seen that: a small number of high traffic channels, the bargaining power of emperor company is weak; Regular flow channels, the company's bargaining power is strong; In the process of brand development, the brand image of emperor men's wear products is facing great pressure of bargaining through intermediary channels. From the perspective of the entry ability of potential competitors, there are many potential competitors that need to be faced in the brand development strategy formulation and implementation of emperor men's wear. Potential substitutes have strong substitution ability. IV Thirdly, the advantages and disadvantages of the current development strategy of emperor men's wear brand are shown as follows: from the perspective of enterprise competitive advantages, emperor men's wear has experienced rapid development in recent years and has formed certain scale benefits. Men's wear market has a strong competitive and development advantages. In recent years, emperor company has actively expanded the international market, and the export growth is relatively fast, which is mainly reflected in product research and development design, brand building and supply chain management. However, with development of society, emperor men group management mainly focuses on low - or medium-low technology-intensive industries and products, and is more inclined to primary and general production requirements, lacking core competitiveness. The opportunities and threats of emperor company are as follows: relying on the superior geographical advantages, in the early stage of reform and opening up, the economy has made great progress. A large number of overseas Chinese have returned to their hometowns for investment, bringing a large number of funds and advanced technologies. In recent years, the impact of e-commerce on the clothing industry has optimized the intermediate links of the industrial chain and changed people's consumption habits in the clothing industry. Finally，the emperor men's clothing brand development strategy of the implementation of the measures include: to strengthen product development design provides the basis for brand development, high-quality brand image, improve service levels to shape development based on Internet + brand image promotion, through the perfect enterprise culture to enrich the connotation of the brand, the transformation of thinking with the help of a new media platform for brand promotion. The implementation safeguard measures of the development strategy of men's wear brand of emperor brand include: organization safeguard, talent safeguard, capital safeguard. Key words: Clothing industry Emperor's men's clothing strategic environment brand strategy V 目录 第1章 绪论 ....................................................... 1 1.1 研究背景与意义 .............................................. 1 1.1.1 研究背景 ................................................ 1 1.1.2 研究意义 ................................................ 1 1.2 国内外研究综述 .............................................. 2 1.2.1 国外研究综述 ............................................ 2 1.2.2 国内研究综述 ............................................ 3 1.2.3 文献评述 ................................................ 4 1.3 研究框架、方法、技术路线 .................................... 5 1.3.1 研究框架 ................................................ 5 1.3.2 研究方法 ................................................ 6 1.3.3 技术路线 ................................................ 6 1.4 本文研究的特色与创新点 ...................................... 6 第2章 相关理论与分析方法 ......................................... 8 2.1 品牌发展战略 ................................................ 8 2.2 五力竞争模型 ................................................ 9 2.3 PEST分析法 ................................................. 10 第3章 帝牌男装品牌发展战略环境与实施的必要性分析 ................ 12 3.1 帝牌男装及其发展战略 ....................................... 12 3.1.1 服装企业品牌发展的宏观背景 ............................. 12 3.1.2 帝牌男装产品分析 ....................................... 12 3.1.3 帝牌男装品牌发展简介 ................................... 13 3.1.4 帝牌男装发展战略 ....................................... 14 3.2 帝牌男装品牌发