从意义生成角度探析女性服装品牌化--以阿依莲女装为例

From the Perspective of Meaning Generation,Analysis Three Steps of Women Dress Branding——Example of A.yilian Women Dress

从符号意义生成的三步骤探析女性服装品牌化是定性研究的一种方法。基于组合关系形成的品牌定位与品牌识别,符号的"换挡加速"完成品牌外延到品牌内涵的提升,"换挡加速"后形成多重意义下的品牌内涵凝练是阿依莲品牌符号意义生成的三步骤。其在意义生成过程中的升级,既定义了消费群,同时也界定了消费身份,赋予了消费者符号意义,完成了阿依莲产品的品牌化。

This article use the method of qualitative research,From the viewpoint of three steps to generate themeaning of symbols women’s clothing brand:based on the combination relationship of brand positioning and brandrecognition,symbol of the“accelerate shift”to complete of brand extension to brand connotation,after“acceleratedshift”form the intension of the brand under multiple meanings.In this three step combine use the method of theory andcase,analyzes the upgrade of A.yilian brand in the process of meaning generation,defines the consumer group,de?fines the consumer identity,gives the consumer symbolic significance,completed the brand of A.yilian products.