【正文】 大 學(xué) 本 科 生 學(xué) 年 論 文 論文題目： 品牌發(fā)展戰(zhàn)略 在雅彤服飾公司中的應(yīng)用 姓 名 成 績 學(xué)年論文題目 指 導(dǎo) 教 師 評 語 指導(dǎo)教師 簽名： 年 月 日 專業(yè) 委 員 會 意見 主任簽名： 年 月 日 I 品牌發(fā)展戰(zhàn)略 在 雅彤服飾公司 中的 應(yīng)用 摘 要 隨著我國經(jīng)濟(jì)的快速發(fā)展，人民生活水平的穩(wěn)步提高，服裝業(yè)在我國經(jīng)歷了從小到大，從大到強(qiáng)的發(fā)展過程。伴隨著我國服裝業(yè)的發(fā)展，服裝廠家也如雨后春筍般建立起來，生產(chǎn)能力增長很快，并出現(xiàn)了一定程度的產(chǎn)能過剩，但卻跟不上潮流，市場競爭日趨激烈。好的品牌發(fā)展戰(zhàn)略必將成為服裝企業(yè)競爭勝出的利器。在新經(jīng)濟(jì)不斷發(fā)展的背景下 ,卓越的品牌戰(zhàn)略是企業(yè)競爭取勝的根本保證。品牌發(fā)展戰(zhàn)略研究正是以企業(yè)利潤增長為目的而進(jìn)行的一項(xiàng)專門性營銷問題研究。 以雅彤服飾有限公司為研究對象，緊密結(jié)合其自身情況，并運(yùn)用了市場供求理論 ，市場競爭理論，市場營銷理論等基本理論。對其品牌發(fā)展戰(zhàn)略進(jìn)行分析，發(fā)現(xiàn)存在的問題，給出解決的方案。 首先對我國服裝市場進(jìn)行宏觀分析，包括市場需求分析，市場供給分析，以及市場競爭分析 ， SWOT 分析 ；其次是對雅彤服飾有限公司進(jìn)行微觀分析，包括介紹雅彤公司的概況及對其進(jìn)行 SWOT 分析 ；最后，在前面分析的基礎(chǔ)上，研究提出雅彤服飾公司的品牌發(fā)展戰(zhàn)略的基本思路和實(shí)現(xiàn)途徑。 通過以上分析研究，一方面是為了增強(qiáng)雅彤公司產(chǎn)品在我國服裝市場上的競爭力，士氣品牌知名度有所提高、銷量持續(xù)上升、市場占有率日益增加；另一方面是為了促進(jìn) 我國其他同類企業(yè)提高產(chǎn)品質(zhì)量，加快改革步伐。 關(guān)鍵詞 市場分析；品牌發(fā)展戰(zhàn)略；企業(yè)核心競爭力 II Abstract. With the rapid development of China39。s economy, the steady improvement of people39。s living standards, the garment industry in China has experienced from small to large, from the perspective of the development process to strong. Along with the development of China39。s clothing industry, clothing manufacturers are also springing up of semiestablished, production capacity increased rapidly, and the emergence of a certain degree of excess capacity, but can not keep up the trend of an increasingly petitive market. Brand development strategy for a good clothing enterprises will bee a potent weapon to win the petition. The continuous development of the new economy in the background, excellent brand strategy is the fundamental guarantee to win the petition. Brand development strategy is to increase corporate profits for the purpose of a special study of marketing issues. Ya Tong pany to study fashion in close connection with their own, and use of market supply and demand theory, market petition theory, marketing theory, such as the basic theory. Brand development strategy of its analysis, we found problems, given a solution. First of all, on China39。s clothing market, the macrolevel analysis, including market demand analysis, supply market analysis and market analysis。 followed costumes for Ya Tong pany, microanalysis, including the Ya Tong39。s profile and its SWOT analysis。 final , in front of the basis of the analysis, the study39。s apparel brand development strategy and the realization of the basic ways of thinking. Analysis of the above, on the one hand, Ya Tong in order to enhance the pany39。s products in China39。s clothing market, has increased the morale of brand awareness, sales continued to rise, increasing market share。 on the other hand, other parts of the country in order to promote similar enterprises to improve product quality, accelerate the pace of reform. Key words Market analysis。 brand development strategies。 enterprise39。s core petitiveness 1 目 錄 摘 要 ............................................................. I Abstract. .......................................................... II 第 1 章 緒 論 ....................................................... 1 論文研究背景和意義 ........................................................................................................ 1 國內(nèi)外理論研究現(xiàn)狀 ........................................................................................................ 1 國內(nèi)理論研究現(xiàn)狀 .................................................................................................. 1 國外理論研究現(xiàn)狀 .................................................................................................. 2 論文研究內(nèi)容和方法 ........................................................................................................ 2 論文結(jié)構(gòu)安排 .................................................................................................................... 3 第 2 章 品 牌及品牌發(fā)展戰(zhàn)略相關(guān)理論 ...................................... 4 引言 .................................................................................................................................... 4 品牌的概念 ........................................................................................................................ 4 品牌發(fā)展戰(zhàn)略的概念及分析 ............................................................................................ 5 品牌發(fā)展戰(zhàn)略概述 .................................................................................................. 5 企業(yè)外部環(huán)境分析 .................................................................................................. 5 企業(yè)內(nèi)部環(huán)境分析 .................................................................................................. 6 品牌目標(biāo)分析 .......................................................................................................... 6 品牌發(fā)展戰(zhàn)略的常見