国内外关于多品牌战略的的研究现状的论文

摘要

近年来，随着内需不断扩大，价格指数持续上升，内需成了我国服装行业发展的原动力。但随着中国加入WTO，国际名牌蜂拥而入，更多海外品牌对中国市场跃跃欲试，直接造成了国内品牌与国际品牌之间的激烈竞争。再加上品牌和市场细分早已不仅仅局限在品种、档次、区域的进一步细分，更表现在以产品风格和消费群细分为特点的深度细分。面对国际品牌进入中国市场带来的巨大竞争压力、内需扩大带来的机会、市场细分的必然发展趋势，采取何种品牌战略以顺应市场要求、寻求生存发展，成为我国服装企业首要考虑的问题。

本文通过分析美特斯邦威服饰股份有限公司的多品牌战略，希望为本土服装企业品牌战略的选择提供可借鉴的思路和方法，提高我国服装企业在国际市场中的整体竞争能力。

本文第一章阐述了研究的背景、意义，以及国内外关于多品牌战略的研究现状；第二章介绍了多品牌的基础理论，并举例说明多品牌战略在国内外服装企业中的运用情况；第三章先从动机、环境以及实施措施三个方面对美特斯邦威的多品牌战略进行分析，然后结合所学理论知识，从公司战略、有效性和存在的隐患方面对美特斯邦威的多品牌战略进行评价；最后，对美特斯邦威的多品牌战略进行整体总结。

关键词：美特斯邦威；多品牌；战略

Abstract

In recent years, with the expanding of the domestic demand and Continuing rising of the price index, the domestic demand has become the driving force of the development of the apparel industry in China. However, with China's accession to the WTO and the entering of the international brand-name in droves, more overseas brands are eager for the Chinese market, which brings about the fierce competition between the domestic brands and the international brands directly. In addition, the brand’s and the market’s subdivision have been already not only limited in the variety, the grade and the region’s further segmentation, but also displayed in the deep segmentation for the characteristics of subdivision in the product style and the consumer group. As a result, it has become the primary problem that what kind of brand strategy to use to suit the market requirements and to seek the survival and the development by our local garment enterprises.

This paper analyses the multi-brand strategy of Metersbonwe Fashion Co., Ltd. The purposes are to provide ideas and methods for the local garment enterprises when they choose a brand strategy and to enhance the overall competitiveness of the Chinese garmententerprises in the international market.

In this paper, the first chapter elaborates the background and the significance of the study, as well as the present situation of the research on multi-brand strategy at home and abroad; Chapter II introduced the basic theory of the multi-brand ,and examples of the use of the multi-brand strategy in the clothing enterprises at home and abroad; Chapter III first analyses Metersbonwe’s multi-brand strategy from three aspects, namely Motivation , environment and the implementation measures, then evaluating it from company strategy, the strategic effectiveness and hidden dangers that exist in Metersbonwe; Finally, summarizing the Metersbonwe’s multi-brand strategy.

Key words: Metersbonwe Fashion Co., Ltd.; multi-brand; strategy

目录

1 绪论 (1)

1.1研究背景及意义 (1)

1.2国内外关于多品牌战略的研究现状 (1)

1.2.1 国外关于多品牌战略的研究现状 (1)

1.2.2 国内关于多品牌战略的研究现状 (2)

1.3研究的内容 (4)

2 多品牌基础理论 (5)

2.1多品牌的基本情况 (5)

2.1.1 多品牌的涵义 (5)

2.1.2 多品牌产生的市场背景 (5)

2.1.3 多品牌的优点 (6)

2.1.4 多品牌的不足之处 (7)

2.2多品牌经营战略模式 (8)

2.2.1 独立产品品牌组合方式 (8)

2.2.2 分类品牌组合方式 (8)

2.2.3 母子品牌组合方式 (8)

2.3多品牌战略在国内外服装企业中的运用 (9)

2.3.1 国外服装企业多品牌战略运用实例 (9)

2.3.2 国内服装企业多品牌战略运用实例 (9)

3 美特斯邦威的多品牌战略 (11)

3.1美特斯邦威公司简介 (11)

3.2美特斯邦威实施多品牌战略的动机分析 (11)

3.2.1 市场目标分析 (11)

3.2.2 竞争目标分析 (11)

3.2.3 安全目标分析 (12)

3.2.4 协同效应分析 (12)

3.3美特斯邦威实施多品牌战略的环境分析 (12)

3.3.1 外部环境分析 (12)

3.3.2 内部资源分析 (13)

3.4美特斯邦威多品牌战略的实施 (14)

3.4.1 品牌定位 (14)

3.4.2 营销策略 (14)