基于顾客价值的国内服装设计师品牌竞争力分析

Analysis on Brand Competitiveness of Domestic Designers Brand from Perspective of Customer Value

文章在总结顾客价值、品牌竞争力的相关理论基础上,结合国内服装设计师品牌发展现状,对其品牌竞争力进行分析以期总结现阶段国内设计师品牌的竞争优势及问题,有助于提升国内设计师品牌市场竞争力。通过对顾客满意度的问卷调查,运用SPSS数据分析软件对调查问卷进行信度和效度的分析,得出数据结论,再通过五力模型进行竞争力分析。由此构建设计师品牌竞争力提升模型,最后针对如何提升竞争力优势提出三项参考性的建议。

Based on the relevant theories of customer value and brand competitiveness, this paper analyzedthe brand competitiveness of domestic apparel designers.In order to summarize the competitive advantagesand problems of domestic designers in the present stage, and the research results would help to enhancethe competitiveness of domestic designers.Based on the questionnaire survey of customer satisfaction, SPSSdata analysis software was used to analyze the reliability and validity of the questionnaire, and draw thedata conclusion.The competitiveness analysis was carried out through the five forces model.So this paperbuilt up the improvement model of designer brand competitiveness, and put forward three suggestions inorder to improve the competitiveness advantage.