网络原创服装品牌形象识别模型的构建与应用

Construction and Application of an Recognition Model for the Original Online Clothing Brand Image

为提高网络原创服装品牌形象识别度,提升品牌的综合竞争力,采用德尔菲法和多层次分析法建立识别指标体系,构建服装品牌形象的识别模型。选取4个青春休闲类品牌进行品牌形象识别的实测分析,利用方差分析法找出模型中指标的显著性差异与共性,并将模型应用于品牌"NAZICUI"的升级改造。改造后的"NAZICUI"店铺访客数、关注度和成交量等各项数据明显提高,表明该模型具有一定可行性和有效性。该研究结果为网络原创服装品牌形象识别与改造提供了一种有效方法。

To improve the recognition degree of the original online clothing brand and enhance the comprehensive competitiveness of the brand,a new clothing brand image recognition model is constructed by using the Defill method and the AHP(the analytic hierarchy process)method to build an index system.Four well-known clothing brands are chosen to testify this clothing brand image recognition model,and the outstanding differences and similarities are discovered by the variance analysis method.Then this new recognition model is applied to upgrading the enterprise brand"NAZICUI".Throug the analysis on the data of the number of visitors,the attention rates the volume of businesses,the results show that this model is feasible and effective,this provides an effective method for the identification and transformation of the original online clothing brand image.