资本撑起的品牌力量——意大利著名服装品牌运营模式解读

Analysis on Italian famous Apparel Brands'Operational Models

运用资本的"介质"力量,采取收购品牌、控股品牌、共享品牌的模式获得品牌的快速成长,这正是意大利品牌睥睨同侪的成功之处。从企业经营的角度看,自商品经济以来共经历了产品经营型、资本经营型、品牌经营型三个阶段,经历了从产品经营型向资本经营型、从资本经营型向品牌经营型二次质的飞跃。品牌运营比资本运营计高一筹,发达国家当前正处在品牌经营型阶段,以名牌推进世界各国市场。

Currently,all the companies with well known brands in the world are actively adopting modern enterprise system,with the precondition of knowing the laws in specific country,using the power of'me- dium'from capital,and realizing the rapid growth of brand through the models of brand acquisition,brand holding and brand sharing respectively.Therefore, learning and studying about Italian fa- mous brands'operational model and their experiences will conduce to the growth of the enterprises with apparel brands in our country.