【作者】 苏怀言；

【导师】 万艳敏；

【作者基本信息】 东华大学 ， 服装设计与工程， 2008， 硕士

【摘要】 服装行业进入了品牌之争阶段已经是不争的事实,过去的价格战、广告战等已经不能再为企业赢得竞争优势。面对快速变化的经济、社会环境和强大的国际品牌的大量涌入,对于已拥有产生国际品牌的市场,拥有生产国际品牌加工能力的我国优秀服装企业来说,如何提高品牌营销质量,是我国服装品牌改变现状,迅速提高与国际同行竞争水平的根本。因此,探寻品牌营销质量的影响因素,了解品牌的优劣势,改进品牌营销中存在的不足,提升品牌营销质量就成为服装企业亟待解决的问题。本文基于诊断视角对服装品牌营销质量进行研究,无疑具有重要的理论价值和实践价值。本文融合了本文融合了市场营销、品牌管理、服装市场营销和企业诊断等多门学科知识,参照了质量、诊断、评价等多种研究理论,运用了层次分析法、模糊评价法、信度分析法等多种分析方法,对服装品牌营销质量及其诊断的定义、营销质量形成机制与影响因素、诊断原则、诊断流程、诊断方法和诊断模型进行研究,论文内容主要包括四部分,具体如下:第一部分:相关文献及理论研究。从直接理论研究以及相关理论研究对本文研究的两大关键词——营销质量和诊断进行了系统的梳理、分析,进而延伸运用到服装品牌上,对服装品牌营销质量诊断定义和本文研究范围进行了界定和分析。第二部分:服装品牌营销质量影响因素研究。本部分在理论分析的基础上,探讨了服装品牌营销质量的形成机制;并结合菲利普·科特勒的营销流程理论和杰罗姆·麦卡锡的经典4Ps理论,从“线性”营销流程和“点性”营销组合两个角度,分析归纳了影响服装品牌营销质量的12个方面、41个影响因素,为后续的诊断指标筛选提供了基础。第三部分:服装品牌营销质量的诊断研究。首先,通过对专家进行问卷调研,验证了第二部分得出的服装品牌营销质量12个方面、41个影响因素作为诊断指标的合理性;第二,根据理论研究的企业诊断行业特点和服装行业特性提出了服装品牌营销质量诊断原则;第三,在理论分析基础上,提炼分析了服装品牌营销质量诊断流程;第四,针对诊断准备阶段和正式诊断阶段的重要环节提出了服装品牌营销质量的整体量化诊断方法和细节定性诊断方法;第五,综合诊断原则、诊断流程和诊断方法,构建了服装品牌营销质量诊断模型。第四部分:实证研究。以X品牌为研究对象,应用本文研究得出的诊断方法进行了品牌营销质量诊断的实例验证。本文从“诊断”视角来探讨服装品牌营销质量,是对服装品牌营销的拓展研究,这是一种全新的、综合的视角,研究结论可应用于服装品牌对营销质量的诊断,并通过诊断提升服装品牌的营销质量。更多还原

【Abstract】 It is fact that the fashion industry has come into brand competition and the stratagem on price or advertising can’t bring competitive superiority for company any more. Facing the rapidly changed economic, social environment and many international fashion brands, since we have the market to generate international brand and the capacity to produce international brand,how to improve the quality of marketing has become the root to change the state of China’s fashion brands and the competation with abroad fashion brands. Therefore, the analysis of brand marketing factors and improvement of brand marketing quality have become an urgent problem for garment enterprises to resolve. This paper intend to make a research on the marketing quality of fashion brands, from the angles of diagnosis, and undoubtedly it will has important value both in theory and practice.This paper applies many kinds of theory subjects and analytic methods, from the angles of reference research, it gains some conclusions about the diagnosis of fashion brand marketing quality,such as definition, formative mechanism, effective factor, diagnostic principle, diagnostic method,diagnostic program and diagnostic model.Contents of the paper are as follows:Part one: Study on the interrelated references and theories. On the basis of interrelated theories, this paper systematically reviews and analyses the home and abroad research status of the two main keywords involved: brand marketing quality and diagnosis.Then the paper also make definition and analysis range of the diagnosis on fashion brand marketing quality.Part two: Study on the factors of fashion brand marketing quality. Firstly, the paper analyze the formative mechanism of the fashion brand marketing quality on the basis of theories; Then according to Philips’ marketing process theory and the 4Ps, this paper educes twelve aspects and forty one factors,and this will be the basis for diagnostic indexes.Part three: Study on the diagnosis of fashion brand marketing quality. Firstly, the paper analyses the diagnostic feasiability of the twelve aspects and forty one factors as diagnostic indexes of fashion brand marketing quality by investigation. Secondly, on the basis of the characteristic of enterprise diagnosis and fashion industry, the paper put forward the principles for the diagnosis of fashion brand marketing quality to follow. Thirdly, the paper also make out a program to diagnose fashion brand marketing quality.Fourth, pointing out mathods of integrated and detail diagnosis of fashion brand marketing quality. At last, this paper put forward the diagnostic model of fashion brand marketing quality by three-dimensional of diagnostic principle, diagnostic program and the diagnostic method.Part four: Demonstration Research. Validates all the conclusions by X fashion brand.The diagnosis research of fashion brand marketing quality is the extendable research of fashion brand marketing, and the innovaion of this research has been proved by the check.更多还原