导　　师： 宁俊;孔建华

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 北京服装学院

摘　　要： 服装作为一种特定时代的产物，象征着人类的文明、进步，促进了一个国家、一个民族的文化艺术的发展。一个国家或族群的服装，随着人类历史发展的不断变化，它体现了人们的生活状态，并且具象地反映出了人们在精神层面与美学品味上的变化。 本文基于我国政府大力弘扬本土品牌的号召和民间的呼声，对打造中国本土精品服装品牌的路径进行中外经典服装品牌营销策略的比较研究。本文的营销策略立足于服装行业，通过对服装品牌营销的相关理论整理与研究，以扎实的实践探索和规律、特点总结梳理，丰富人们对品牌营销与服装营销管理的理解。 本文通过对案例中华老字号“雪莲羊绒”、奢侈品品牌“杰尼亚”以及服装营销管理理论等相关案例和文献的研究，发现本土服装品牌发展过程中存在的问题，并提出相应对策。从世界经验看，任何一个奢侈品的辉煌都经历几十年甚至几百年的沉淀，若要打造一个世界知名的中国自主服装品牌，首先应在中国本土建立起足够的行业影响力。 创造的基础在于模仿，本文通过对比研究国内外的经典服装品牌，希望借此发掘出中外服装品牌在实际营销过程中的异同点。世界知名奢侈品品牌“杰尼亚”具有典型性，以之为参照，进行服装品牌营销策略的探究，总结世界一线服装品牌的品牌营销策略特征。再结合国内羊绒品牌领导者“雪莲”来进行对比分析，为打造中国本土精品服装品牌提出一些建议，望助力中国品牌跻身世界一线服装品牌排行榜。 Clothing as a particular product of a era, it’s a symbol of human civilization andprogress, has promoted the development of a nation's culture and art. With thechanging of human historical development, the costumes of a country or ethnicembodies the people's living conditions, and reflects the change of spiritual andaesthetic taste representational. This article is based on the policy of Chinese government which carry forwardthe local brand vigorously, the goal of comparative Chinese and foreign classicclothing brand marketing strategy is to build a domestic high-quality fashion brand inChina. This article’s marketing strategy is based on garment industry, through thetheory and research of the clothing brand marketing, rich people's understanding ofbrand marketing and clothing marketing management. This article through to the case of China time-honored brand "Snow lotus"cashmere, luxury brands "Zegna", clothing marketing management theory and otherrelated cases or research, find the problems existing in the domestic clothing brand,and put forward the corresponding countermeasures. According to the Zegna’sdevelopment experience, any luxury brand who want to be famous in the world has toprepare decades or even hundreds of years for it. If a fashion company want to createa world famous Chinese independent brand clothing, which should establish enoughindustry influence in mainland China first. Creation is the foundation of imitation, in this article, through comparative studyof classic clothing brand at home and abroad, hoping to discover the similarities anddifferences in the process of Chinese and foreign clothing brand in the actualmarketing. Use world famous luxury brand "Zegna" typical as the reference, to explore the clothing brand marketing strategy, summed up the characteristics ofworld’s clothing brand marketing strategy; Combining Zegna and the domesticbrand leader "snow lotus" cashmere for comparison and analysis, puts forward somesuggestions to build domestic brand high-quality brand. The writer hopes this articlecould help China’s brand join the line of world famous clothing brand list.

关 键 词： 品牌营销 服装营销 雪莲 杰尼亚

分 类 号： [F426.86 F274]

领　　域： [经济管理] [经济管理] [经济管理]