消费者视角下国内外快销服装品牌价值评价

Evaluation of brand value of fast-moving clothing at home and abroad from the perspective of consumers

针对我国快消服装企业对品牌价值提升和战略升级的需求,基于品牌价值理论,选取11个指标作为快销服装品牌价值测量指标。运用层次分析法构建了消费视角下的快销服装品牌价值评价指标体系。在此基础上,选取市场上有代表性的4个国内外快销服装品牌,通过收集5个省份351位消费者对各个品牌价值指标的评价数据,用SPSS软件对国内外快销品牌的品牌价值进行分析与比较。结果显示:快销服装品牌的品牌价值可按4个维度划分,其中品牌忠诚度和品牌认识对品牌价值评价具有显著影响。按方差分析可将调研品牌的品牌价值从高到低排序为:优衣库,H&M,美特斯邦威,森马。

In view of the demand for brand value promotion and strategic upgrading of China′s fast-moving clothing enterprises, 11 indicators are selected in this paper as the indicators for measuring thebrand value of fast-moving clothing based on the theory of brand value. This paper constructs theevaluation index system of the brand value of fast-moving clothing under the consumption perspective byusing the analytic hierarchy process. On the basis of this, this paper selects four domestic and foreignfast-moving clothing brands representative in the market （ as below）, and collects data about theevaluation indexes of these four brands among 351 consumers across five provinces, and then conducts ananalysis and comparison of the brand value of domestic and foreign fast-moving brands by way of SPSSsoftware. The result shows that the brand value of the fast-moving clothing brands can be dividedaccording to four dimensions, among which brand loyalty and brand awareness have significant influenceon the brand value evaluation. According to the variance analysis, the brand value of these researchedbrands can be sorted as follows from high to low, respectively, UNIQLO, H＆M, Metersbonwe and Semir.