生活形态在提升服装品牌价值中的作用  

Function of life-style in promotion of brand value

作　　者：郑苗秧[1] 邬关荣[2] 

机构地区：[1]浙江金华职业技术学院艺术设计学院,浙江金华321017 [2]浙江理工大学经济管理学院,浙江杭州310018

出　　处：《纺织学报》2007年第3期120-123,共4页Journal of Textile Research

基　　金：国家社会科学基金资助项目(04BJY065);浙江省教育厅资助项目(113331A4F03088)

摘　　要：运用马斯洛效应和边际效用理论,对服装消费者生活形态进行分析和研究,强调只有当服装的品牌价值不断得到提升,除满足消费者基本的实物需求外,还能提供实物价值之外的附加价值,甚至能根据消费者自身的社会地位和扮演的社会角色而赋予其精神和文化价值,品牌才能长久不衰。通过探讨消费者的生活形态研究服装品牌价值,在一定程度上改变了传统的品牌定位方法,为服装品牌价值的提升提供更为宽广的思维空间。This paper applies the Masrrow effect and the theory of marginal utility to conduct analysis and investigation of the life-style of garment consumers, stressing that only the brand value of the clothing get promoted continuously, besides fulfilling consumers＇ basic needs and providing an added value to the physical article, or even imparting it spiritual and cultural value to consumers＇ social status, can a brand enjoy permanent reputation. Through discussing the consumer＇s life-style to study brand value, we hope to facilitate the modification of the traditional orientation of a brand and open up new spectrum for promoting the clothing brand value.

关 键 词：生活形态 品牌价值 服装 消费需求 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]