家文化引导下的家居服品牌文化构建策略  

Culture Construction Strategies of HomeWear Brand Leading by the Family Culture

作　　者：沈雷[1] 徐兴美[1] 陈赟银[1] 

机构地区：[1]江南大学纺织服装学院,江苏无锡214122

出　　处：《针织工业》2013年第2期60-62,共3页Knitting Industries

基　　金：教育部人文社会科学研究项目(IIYJA760059)

摘　　要：阐述了家文化在家居服品牌文化构建中的重要性,并结合品牌实例,提出了家文化在家居服品牌文化构建中的策略。指出只有做到在产品上体现家文化中的亲情关系,在包装上拉近与消费者距离,在品牌名称上以"家"元素为内涵,在文化传播上注重以家文化为基调,在品牌服务上传达家文化的感受,在家文化的引导下对品牌文化进行构建,才能使家居服品牌拥有自己的特色并能够在市场上占有一席之地。This paper studies the importance of family culture to the brand culture construction by taking some typical examples, and brings forward the strategies of family culture in the brand culture construction. It points out that embodying the family relations of family culture in the products, closing the distance between the consumers and the package, applying home elements to the connotation of the brand name, paying more attention on the fam- ily culture in the cultural transmission, conveying the cultural feeling in the brand service, constructing the brand culture under the guidance of the family culture, all of these can impel the home wear brands to have their own characteristics and occupy a space in the market.

关 键 词：家文化 家居服 品牌文化 构建策略 

分 类 号：TS941.715[轻工技术与工程—服装设计与工程]