品牌生态位理论在互联网品牌测评中的应用

针对业界普遍存在的品牌定位重叠现象,借鉴生态学中的生态位理论,提出了一套对品牌定位状态进行定量分析的评价方法.首先对生态位的概念及测度进行了简要介绍,提出了品牌生态位的概念及其测度指标——品牌生态位宽度和重叠度.在回顾了已有的生态位测度公式的基础上,借鉴不对称α法建立了品牌生态位宽度的计算公式,并利用生态位重叠图对市场环境中的品牌竞争现象进行了剖析.最后,运用品牌生态位宽度计算公式对中国互联网五大门户网品牌生态位进行了实证分析,计算结果与实际情况基本相符.     

Empirical Research on Relationship between Corporate Brand Value and Apparel Market Sales Revenue of Apparel Enterprise

Among the existing researches on brand value,few of them focused on the demands of the companies in the clothing industry to brand value. There were three innovation points as follows: first of all,two key demands of apparel companies to existing brand value were summarized through investigation; then,the concept of rapid brand value evaluation and multi-dimensional factors( MDFs) was presented; finally,the relationship between apparel corporate brand value and the sales revenue in apparel market with the sales revenue was proven by empirical research.During the process of empirical study,the sales revenue data of 66 apparel enterprises domestic and abroad were collected,and the regression analysis has been done on the relationship between the corporate brand value and the apparel market sales revenue of apparel enterprise. The empirical research showed that they were positively correlated to each other. This conclusion presented a method of judging brand value development trend quickly by single indicator.     

Chinese Childrenswear Brand Development Path Based on Differentiated Positioning

Sorting and collecting the data by questionnaire survey and literature analysis, the childrenswear brand elemental analysis is completed. The development goal of differentiated positioning of Chinese childrenswear brands is decided. Four modules which influence the brand differentiated development were extracted to establish the hierarchical analysis framework for the differentiated positioning development of Chinese childrenswear brand. Judgment matrix diagram is constructed by using the analytic hierarchy process(AHP). According to the data analysis and judgment, the core elements, basic elements and auxiliary elements are identified which support the development of differentiated positioning of Chinese childrenswear brands. The clear development path of differentiated positioning of Chinese childrenswear brands is formed, namely to enhance the core essential factors as the key point, to grasp the elements' spirit exactly in differentiated positioning of brand style, childrenswear color feature, green and security of products quality and retail prices which influence the brand differentiated development. The Chinese existing technical advantages was given full play by providing the basic support for the differentiated development of childrenswear brands. Auxiliary elements were heleped to grow by making auxiliary elements play a greater role. The goal was achieved to improve the market competitiveness by development of differentiated positioning of Chinese childrenswear brands.     

浅析老字号白酒品牌的激活与创新——以衡水老白干为例

在激烈的市场竞争中,有着悠久历史和独特品牌价值的老字号白酒品牌如何才能突破瓶颈,实现其品牌价值,进一步传承与发展,是众多老字号白酒品牌面临的重要问题。总结了衡水老白干在品牌建设方面的成功经验,希望为其他老字号白酒的品牌管理提供参考。     

运动服装的设计元素及其应用

面对运动服装需求日益增长的趋势，品牌问的竞争也日趋激烈。但是由于认识和经验的不足，许多运动品牌设计元素应用的不稳定，出现设计盲目跟风、产品竞争力下降的问题。本文希望通过对运动服装设计的各个“设计元素”的分析，导出运动服装的设计概念与原则，同时结合运动服装的发展趋势，以便有助于在设计实践中对设计元素的正确把握与运用。     

基于中国自主品牌现状的企业创新研究

当今的国际市场已经跨越产品竞争阶段,进入品牌竞争时代。面对全球化国际市场,是否拥有中国自己的世界名牌是提高我国国际竞争力的关键。首先分析了中国自主品牌的现状,并探讨了品牌价值的本质,认为企业创新是保持或提升品牌价值的关键。最后,鉴于中国自主品牌创新的乏力,对中国自主品牌的企业创新提出了一些建议。     

浅论商业品牌战略

在市场经济飞速发展的今天，来自国内外各地的众多著名品牌汇集市场，摆开了竞争的战场。在我国的品牌中，绝大部分是生产者品牌，而商业品牌亟待开发和挖掘。本文就国内外品牌发展的现状及实施商业品牌战略意义和措施进行阐述。     

服装企业品牌营销探讨

面临服装市场“国内竞争国际化”、“国际竞争在国内”的现状,中国服装产业正将进行产业升级的革命,而品牌营销战略则成为产业提升的关键和服装企业经营活动的重点.     

创造民族品牌加强产品竞争能力

阐述了民族品牌在市场竞争中所面临危急局面 ,提出了创造民族品牌、增强市场竞争能力的一系列措施 ,包括加强工业设计 ,创造品牌文化 ,提升品牌形象与市场地位等 .     

关于我国出口品牌战略的研究

我国与国外市场的联系越来越紧密,我国企业要在国际贸易大市场的竞争中立于不败之地,必须适应品牌竞争时代的要求开展品牌营销,创出中国的世界名牌。但目前我国对外贸易中的品牌经营现状令人堪忧,本文通过我国对外贸易中品牌现状的分析,提出了实施我国品牌战略的对策。     

偏好分布和利润对品牌竞争差异化的影响

要从经济学市场理论出发，提出品牌竞争是不完全竞争，品牌竞争的差异化是市场竞争的必然结果，是企业获利大小的一个决定因素。运用概率论随面变量分布理论，对消费者偏好的概率分布与消费者效用函数、品牌需求关系进行了定量分析，推导出消费者偏好差异化通过价格的作用而影响市场对品牌的需求，因而厂商为获得较高的市场份额需要进行品牌的差异化竞争。运用Shaked and Sutton模型，对厂商的利润大小与品牌差异化程度的关系进行分析，得出厂商为获取更多的利润，也需要进行品牌差异化竞争的结论。     

基于在线评论的品牌再购意向模糊推理方法

以计划行为理论为基础,从品牌态度、品牌声誉和感知价格三个维度,建立了消费者品牌再购意向模糊推理模型:构建了针对化妆品的评价词语料库和消费者品牌再购意向模糊推理规则库,通过对网络消费者在线评论中评价词的提取和语义分析,进行消费者品牌态度、感知价格、品牌声誉的计算和消费者再购意向的模糊推理:结合消费者的消费总额,构建“品牌再购意向-消费总额”消费者分类矩阵。以聚美优品网站的3款面膜为例进行品牌再购意向的实例计算,结果验证了所提方法的合理性和可行性。     

我国企业品牌管理的意义及建议

针对经济全球化背景下,国际间的经济竞争越来越表现为品牌竞争的现实情况,重点阐述了我国品牌管理存在的主要问题及对策.围绕这一主题从品牌管理的意叉、问题、建议3个方面进行了探讨.     

论学校品牌的区域文化特色

学校品牌有明显的区域文化特色，它是区域文化特征在学校品牌中的生动具体的表现，是构成学校品牌个性的要素。研究学校品牌的区域文化特色既有利于学校品牌理论研究的深化，更有利于地方各类品牌学校的构建。     

＂Nonwoven＂ Versus ＂Engineered Fabric＂： the Impact These Terms Have on the 15- to 25-Year-Old Females＇ Intent to Purchase

Since the fall of 2004, textile and apparel students at a United States public university have been designing apparel with nonwoven fabrics. Over the last two years, the students' designs have sparked interest in the industry which has begun to create new and innovative fabric designs. The industry, however, still struggles over the best name for the fabric. This sparked the research question, "What impact 15- to 25-year-old's intent to purchase a garment?"Through a convenience sampling method, an online questionnaire was distributed to 15- to 25-year-old United States females. The questionnaire included questions regarding demographics and psychographics, and asked respondents to choose garments they would intend to purchase based on known attributes such as style, brand,price, place, and fabrication and fiber content. There were a total of 14 garments, seven tops and seven bottoms. Four of these garments, two tops and two bottoms were constructed of nonwoven fabrics.The respondents accepted the nonwoven fabrics when shown in garments in an online setting. This demonstrates that visually, these fabrics are comparable to traditional woven and knit fabrics. The "nonwoven" polyester and nylon blend fabric increased in popularity when the respondents were told the fabrication and fiber content.However, the "engineered" polyester and polyethylene blend fabric dropped to last place when fabrication and fiber content were known. This indicates that 15- to 25-year-old respondents do not understand or are not interested in fibers or fabrications described as "engineered fabric" with a polyester/polyethylene blend. More research will have to be done to determine if the fabrication term "engineered fabric"or if the polyester/polyethylene blend fiber content caused a lack of interest or decreased intent to purchase.Research has currently begun to determine the right combination of fiber content and fiber size to develop a nonwoven fabric with an acceptable hand for apparel fabrics.     

浅谈服装配件与服装品牌的延伸

服装品牌延伸作为企业营销手段之一,它是在成功品牌的基础之上发展起来的、能使品牌价值不断增值的经营过程。服装配件可以作为服装品牌延伸的一个方向,其延伸不仅能给服装企业带来有益的价值,利于品牌的营销,还能使消费者从另一方面来感受某种服装品牌的品牌风格和品牌文化,在精神上能对品牌产生依赖, 以至成为持久的消费者。     

冰雪体育赛事品牌管理与品牌进化绩效的探析

研究冰雪体育赛事品牌目的在于通过冰雪体育赛事品牌管理、品牌进化与品 牌进化绩效之间关系的探讨,发现路径影响关系,为促进冰雪体育赛事品牌提升提供参 考。以冰雪体育赛事品牌为研究对象,运用文献资料法、层次分析法等研究方法,构建冰 雪体育赛事品牌的层次结构模型,探讨冰雪体育赛事的品牌管理、品牌进化和进化绩效三 个层面的关系影响,获取冰雪体育赛事品牌管理、品牌进化和进化绩效的主要影响因素; 运用结构方程模型等研究方法,构建冰雪体育赛事品牌管理、品牌进化与进化绩效的关系 模型,分析验证路径影响关系。     

品牌意识与品牌建设

品牌意识是人们对品牌或有关品牌现象的观点和态度的总称,其构成要素或表现形态具有多层次性,有观念层面的品牌意识、价值层面的品牌意识、主体层面的品牌意识。品牌建设不仅是企业要关注的问题,而且全社会都应予以高度重视。政府要积极倡导品牌意识并身体力行的进行自身品牌建设,企业则要提升品牌文化内涵,塑造品牌独特的核心价值。     

民办高校的品牌构建——以“十八大”提出的高等教育内涵式发展为视角

随着全球经济一体化时代的到来和我国教育体制改革的不断深入,高等教育不自觉的被历史和现实地推入到了品牌博弈之中,品牌已成为学校赢得发展与未来的关键。十八大提出了"推动高等教育内涵式发展"的要求,使得民办高校进行品牌构建成为应然和必然,而明晰品牌构建的若干要素与进行品牌塑造的驱动尝试则对民办高校的未来发展更具价值。     

实施名牌战略，保护发展中国名牌

名牌是一种知识产权，是无形资产。在激烈的国际经济竞争中，中国名牌面临着严峻挑战。振兴中国民族经济必须实施名牌战略。