【作者】 梅洪常； 黄鸿明；

【Author】 Mei Hong-chang Huang Hong-ming (Chongqing Management school,Chongqing 400067)

【机构】 重庆工商大学；

【摘要】 随着内衣进入一个崭新的品牌消费时代,我国内衣企业打造强势品牌成为赢得市场的关键,品牌成功的背后则是企业要对消费者兑现自己在质量、价格、服务、信誉等方面的承诺并最终得到市场的广泛认同.为了促进企业建设好内衣品牌,本文以金考拉等品牌为例,从四方面探索如何创建一个自主内衣品牌.首先,进行内衣品牌的策略选择;其次,建立国产内衣品牌形成权威的基础;再次,明确自主内衣品牌建设的途径;最后,规划并实施建设一个内衣名牌的步骤.更多还原

【Abstract】 As the underwear entering into a new branded consume era.building a strong brand is the key to win the market for underwear business of our country.Behind the success of brand,its enterprise promise to consumers in quality,price,service,reputation etc,then accepted by the market In order to building a strong underwear brand, this article its taking KICOLOR for instance and thinking how to build a self underwear brand from four aspects. Firstly,Decision-making choice for create a underwear brands;Secondly,understanding the basis of domestic underwear brand formation authority;thirdly,pointing out the approach of underwear brand-building;Finally, planning the steps of building an underwear brand.更多还原