服饰品牌核心价值的构成及规划原则

Composing and the Programming Principle of the Dress Brand Core Value

要改变当前我国在世界服装产业链中不利的分工地位,打造强势品牌是必走之路,面对国内服饰企业对品牌的模糊认识,笔者觉得清楚认识服饰品牌的核心价值构成及其规划原则是打造强势服饰品牌的关键,服饰品牌核心价值既有众所周知的功能性利益,更有情感性与自我表达利益。提炼与规划服饰品牌核心价值有三大原则:高度的差异化、高度的消费者认同、体验式营销。一个优秀的服装品牌,应该是一种民族文化精神的体现,只有按照品牌的经营规律及模式科学合理地不断织造、完善品牌市场网络,我们手中优秀的中国服装品牌,才会屹立于国际名牌服饰之林。

To change a current our country a disadvantageous division of labour position in the clothing industry chain of the world, create the pre-eminent brand is to walk necessarily of road, face local dress business enterprise＇s misty understanding for brand, writer in addition to feel the core value of the clear understanding dress brand constitute and its programming the principle is the key that creates pre-eminent dress brand, the dress brand core value is current to know to all the function benefits an outside, having emotion more and expressing a benefits by one＇s own. Refine to have three greatest principles with the programming dress brand core value： the high difference turn, the high consumer approve, experience personally a type marketing. An excellent clothing brand, should be the body of a kind of race cultural spirit now, only knit to build reasonably and continuously according to the management regulation and the mode science of the brand, the perfect brand market network, in the our hand excellent Chinese clothing brand, would be stand erect in the wood of the international famous brand dress.