消费者对休闲服装品牌创新性的感知——基于品牌概念地图方法  

Consumers’Perception of Casual Wear Brands Innovation Based on Brand Concept Map Method

作　　者：高广明[1,2] 鲁成 鲁怡东 GAO Guang-ming;LU Cheng;LU Yi-dongi(College of Fine Arts and Design,Wenzhou University,Wenzhou 325035,Zhejiang,China;Institute of Innovative Fashion Research,Wenzhou University,Wenzhou 325035,Zhejiang,China;College of Fashion and Design,Donghua University,Shanghai 201620,China)

机构地区：[1]温州大学美术与设计学院,温州325035 [2]温州大学时尚创新研究所,温州325035 [3]东华大学服装与艺术设计学院,上海201620

出　　处：《北京服装学院学报（自然科学版）》2020年第3期62-68,共7页Journal of Beijing Institute of Fashion Technology：Natural Science Edition

基　　金：温州市基础性科研项目(R20180009)。

摘　　要：当前消费者感知创新研究主要聚焦于产品层面,在品牌层面体现了一定的匮乏。为了挖掘更加广泛的消费者对品牌创新性的认知,文章采用自由联想和品牌概念地图的方法,以休闲服装品牌为案例,选取2组消费者为研究样本,对收集的255份有效问卷数据进行分析,构建了"创新的休闲服装品牌"的品牌概念地图。概念地图清晰地揭示了消费者对休闲服装品牌创新性感知的网络结构,即消费者对于创新的休闲服装品牌的深层次感知聚焦于"时尚"、"年轻"、"舒适"、"设计"、"营销"5个维度。Presently,the studies on consumers’perception of innovation mainly focus on product levels rather than brand level.In order to deepen the studies on consumers’perception of innovation,a brand concept map of"innovative casual wear brands"was constructed by using the methods of free association and brand concept map.In this study,casual wear brands were taken as cases and two groups of consumers were selected as research samples,and 255 valid questionnaires were analyzed.The concept map clearly reveals the network structure of consumers’perception of casual wear brands innovation.Consumers’in-depth perception of casual wear brands innovation was mainly reflected in five dimensions,namey,"fashion","youth","comfortable","design"and"marketing".

关 键 词：感知创新 感知品牌创新 服装品牌 自由联想 品牌概念地图 

分 类 号：F724.6[经济管理—产业经济]