消费价值观度量下的服装品牌竞争优势研究

Study on competitive advantage of clothing brands from standpoint of consumer values

基于对休闲服消费价值观和品牌选择的问卷调查实证研究表明:服饰消费价值观是由不同量值若干价值元素组成的一个多维结构;消费者的消费价值观不同会影响不同品牌的选择;企业品牌的价值定位拟合消费者的价值诉求,相对具有竞争优势;休闲服诸品牌中同质化趋向严重,竞争优势弱化;消费价值观驱动下的消费者内在需求尚未被满足,存在较大的潜在市场。这些结论为服装企业正确选择品牌定位,增强服装品牌竞争优势提供了一定的参考依据。

A questionnaire survey on consumer consumer values are a multidimensional structure magnitudes. Different values of consumers will enterprise brands fits consumers＇ value demand, values and brand choice of leisure clothing shows that which is composed of some value elements of different affect their choice of brands. If value positioning of it will possess a relative competitive advantage. The homogenization tendency is serious among different leisure clothing brands, and their competitive advantages are fading. Internal needs of consumers driven by consumer values haven＇t been satisfied yet, thus there is a big potential market. These conclusions provide certain reference for clothing enterprises to choose their appropriate brand positioning and enhance the brand competitive advantages.