成衣服装品牌形象实证研究  

Empirical Study on Ready-to-wear Brand Image

作　　者：白琼琼[1] 宁俊[1] 

机构地区：[1]北京服装学院商学院,北京100029

出　　处：《北京服装学院学报（自然科学版）》2013年第2期18-23,共6页Journal of Beijing Institute of Fashion Technology：Natural Science Edition

基　　金：北京市社科规划重点项目(11WYA003)

摘　　要：为了衡量北京地区成衣服装品牌在营销过程中的品牌形象状况,借助本课题前期研究中构建的"成衣服装品牌形象评价体系",筛选了北京地区极具代表性的4家成衣服装品牌(白领、顺美、爱慕、李宁),运用消费者问卷访谈法,对其品牌形象进行了深入的实证研究.并对测评结果进行进一步分析,为成衣服装品牌形象的塑造、维护和提升提供一定的借鉴.In order to measure the brand image in the marketing process in Beijing, this paper uses the results ＂Ready-to-wear Brand Image Evaluation System＂, which Was built in preliminary stud- ies. The paper evaluates the brand image of four listed ready-to-wear brand enterprises, including White Collar, Smart Garments, Aimer, and Li Ning using questionnaire interview. At the same time, this paper analyzes the survey results, which can provide reference for the establishment, maintain, promote of ready-to-wear brand image.

关 键 词：成衣服装品牌 品牌形象 评价体系 

分 类 号：TS941.12[轻工技术与工程—服装设计与工程]