“服装品牌认证”指标评价体系

Evaluation Guidelines System of "Certification of Clothing Brand'

分析了我国服装企业品牌经营的现状;运用品牌理论及其相关研究成果,提出了进行“服装品牌认证”的理论依据;建立了“服装品牌认证”的指标评价体系,即从产品构成评价、生产主体评价、市场评价、服务评价、发展评价五个方面对服装品牌进行评价,并对指标的评价方法进行了论述;对每一个方面进行分解得出次级指标;通过实证分析,对所建立的体系进行了论述。

After clarifying the necessities of building up the evaluation guidelines system of ' certification of clothing brand' and the theoretic basis, some key factors were discussed. Combing the newest brand theory with other relative studies, the evaluation guidelines system of 'certification of clothing brand' was set up. Finally a demonstrative research was made.