服装英语论文

77383349

The competitive prerequisite of Garments trademark

Abstract: The garments article brand of our country has entered competitive times, this kind of competition is just from culture , image , is advertising , design , fabrics , technology , quality , price , serve , shop front , customer management wait for Ceng surface all-around spread out , now taste Pai existent cultural content somewhat to low, , taste Pai style is not obvious , product same Zhi level is high , advertising propagative identical, no longterm goal etc. phenomenon, study its reason, is the majority in them, have no at the beginning of article brand is founded , accurate set competitive prerequisite.

Now, the competition of domestic garments profession is unusually intense , as fire if is Tu , have competed from scale, quality competition and the price competition of early stage , develop the article Pai competition of today , as the garments article brand in trade that expert claims development have entered competitive times, this kind of competition is just from culture , image , is advertising , design , fabrics , technology , quality , price , serve , shop front , customer management wait for Ceng surface all-around spread out. Article brand is the inevitable outcome of market development, also is market gradually the important sign that growth perfects , though, domestic garments market article brand is much , kind is much , classification have been to most stress and draw nowadays the phenomenon that person gazes at , but the competition between each other also follow come , this is the powerful power of garments Yie development undoubtedly , competes to signify challenge, can also persuade to pack article brand, store work is bring from competition , through competing some article brands of natural endowments that lacks and does not have strength , make department by elimination, another some in this course to have the article Pai study of strength and close up , those experience rich article brand gather resource further , set up image perfect innovation, in this course existence in some article brands obvious and universal crux also show: Taste Pai cultural content to low, , taste Pai style is not obvious , product same Zhi level is high , advertising propagative identical, no longterm goal study its reason and so on is to have no at the beginning of these article Pai majority found accurate set competitive prerequisite, change speech, is , do not carry out accurate location for article brand, first step go to mistake , what receive is disorderly and is also necessity blindly.

1 . taste the mistake district of Pai location

1.1 position aim at goal consumer crowd merely to aim at goal consumer crowd position is the one of basic essential factor of garments article Pai location, also inside contain content is really wide and Fan , what is not some article Pai age , take in , crowd rough have a partition have positioned.

1.2 taste Pai location is advertising propaganda though advertisement is method and the important means of establishing location , but content advertisement and the position of location are hard to replace. In present times, " Jiu perfume do not fear that Xiang son is deep " seemingly already do not meet modern society, advertising propaganda can the information of more rapid Ba article brand , advantage and unique spread to go out, make customer as soon as possible Ren, know , it may raise article brand in customer's mind " famous degree ", but can not substitute Pai location.

1.3  position is the materialness of product and function this mistake district is to do not make clear article brand and product on concept difference. The difference of article brand the basic property with product establish on product, additional value, it is to satisfy customer's culture, value, feelings and grade , is sesthetic , imagines , associates and is partial as spirit pursues , is to take root in customer's heart, article Pai symbol meaning, " is one can satisfy its practical demand , can again satisfy its spiritual demand ‵ stand for merchandise ′ " [ 1 ], this is product place can not replace.

1.4  position to be competitive advantage article brand have competitive advantage is must , position to contain competitive advantage. Sheet is pattern, colour and fabrics, however for garments product , process technology but position with combination difference have got " white-collar " , " thin great waves " , " wood real " , " exception " etc. have ingenuity each, it is the favourable condition of positioning that article brand has certain Zhong advantage, but location can not had been regarded as simplely compete advantage, and location the self that shows advantage and competitive article brand appearance comparatively is still weak and Shi perhaps.

1.5 from the location standard usual some article brand stand in own angle, instead of the angle of customer, position , thus what have neglected customer from foundation need really, this certainly will cause in the future article Pai development enter mistake district, location is " decide " have no customer in customer's heart approve and the location of approval and garments article brand is failure surely.

2 position about article brand

Is location concept to be Ai by American most early? Are you Lai and this and are outstanding and Ke?  Are you Lai and this and are outstanding and Ke? Special fragrance 1972 make in year popularize and apply. They one join the works of work " Xin war " in make: Location is the creative thought campaign according to existing product, it does not be to adopt what action for product to denote the action that will be according to latent customer psychology adopted , is to want product location in customer heart. [ 2 ] taste Pai location is result and the course of establishing ( or mould again) one and goal market relevant article Pai image , change speech, position to be decision, self on market role, taste Pai location, directly affect article brand, in the future fate, therefore location not only concerns the article Pai possibility of subsisting in goal consumer crowd, concern more, in the future long development and communicate article Pai identification and value view continuously through location to goal show and compete article brand for elephant appearance comparatively superior place, can say article Pai location, is not only to aim at article Pai and product self , is to be the article Pai unique impression that left in customer's mind according to customer's heart more, therefore the article Pai expert of actual combat sunlight assert: " genuine battlefield not in product, even also not on market, is customer at heart, this will decide with article Pai location. " [ 3 ] is put in effort on customer's Xin wisdom on location essence, is " make a psycholoical attack war ".

Position , each link must pass plenty of investigation and comparison and know after, talent has purpose , has goal , have specific aim detailed set , in the great garments article brand as vast sea of fog, how to show self and only Shu one suddenly, is Zhi , and store work in intense competition to come down, first, will carry out accurate location for article brand, this link receive as rash necligence to come down own to transport do can deviate the right path go to detour.

3 taste the course of Pai location

taste the appraisement of course customer for garments article brand of Pai location to contain affection symbol and the reason function of product, article brand besides being the actual function of garments or in customer's heart the sum of opinion, feelings and feeling that had been aroused when two competitions are tasted the physicalness function of brand the same, can most raise customer's self viewpoint of value to think of, a kind of that article brand had been chosen in, it does not be unidirectional to be compound that this has decided garments article Pai location , even is a three-dimensional frame of much angle is Gou. Position as garments article brand, schemer, enterprise must consider strength etc., technical level and the scale of self to be related factor, position to let product occupy and extend market, bring profit for enterprise, is tasting Pai location , go up put in the economic benifit that gets with enterprise between, must have a proportion, go up distribution, in order in the future a series of transport do in undertake rise bring because of location every investment.

General the location of garments article brand will accord with following standard:

First location must is goal consumer crowd can experience , article Pai location what can understand communicate to market , will connect article Pai and customer's needs, feeling, imagination and feelings, if customer can not understand this garments article Pai information of communicating , location is been , do not succeed. Secondly, location must be basic with the genuine advantage of garments product, it have represented enterprise ability to reflect come out genuine article Pai strength. Garments product is that the foundation of article brand is relied on , the competitive advantage of article brand gets embodiment on garments product characteristic, name not associate shi propagative location can cause the doubt of customer and the complete failure of enterprise. Position again, must the protruding advantage that show competition , no matter garments style is novel , pattern is novel , colour is ingenious , fabrics is unique , or belonging to article Pai self in article Pai chain, have alone and is unique and partial , can form its advantage , these advantage have become article Pai occupation market constant a magic weapon.

When carrying out location for garments article brand following factor must consideration:

( 1) for goal customer's location: Have the aid of consumer inquiry to know the consumer habit of goal customer , investigate to include: Life and the age of customer background , wait for aspect by educational level, economic income, nature, interest, occupation, identity, region and nation, as well as will classify self when they face reality to belong to crowd, location still looks closely at demand and the related benefit of customer with objective foresight , and finds the most important part from it, position then. " real Wei silk " taste Pai location 15 - 25 aim at between year is not quite advanced but closely follow trend, on behavior expression appropriate young persons garments fashion again price suit is suitable.

( 2) for product style location: General garments article Pai style and product style are consistent, and a article brand usually have a kind of style only under condition, Liu dawn just compose " taste Pai garments design " divide into product style in a book the style of main stream and tributary style, the style of main stream is pointed at , suit the most customers , on market the style that becomes leading product relative, its popular Du higher fashion Du summary is low , includes: Metropolis style, village style, romantic style, strict style, condensation style, traditional style, vanguard style and classical style etc.; Tributary style denotes the extreme popular customer who suits pursue , on market, comparison is lost , is seen , its popular Du lower fashion degree is higher , is often popular omen, they include: Town style, military Jing style, national style and variation style etc.. As having so much style, can select , can position , but taste nowadays somewhat on garments market the Pai condition that arises Qian Ren one side , this not from do not arouse article Pai conducted think deeply.

( 3) article Pai discrepancy location: Taste Pai discrepancy, is to aim at competitor, it must have following condition: The place of Ta and many difference is to be hard to imitate , the position with competitive article brand has notable difference; Have , can let customer see , get , show to be easy the benefit that seen , can again make article Pai self profit; Customer thinks that thing worths. [ 4 ] garments article Pai discrepancy is not only the discrepancy of style, at the same time, still embody in product( pattern , colour , fabrics , technology etc.), , technology , quality , service wait for aspect, invisible value is the land of each article brand that will be competed , can not move them again along with the customer's practicality and function of more and more mature, emphatic product, invisible value is the pursue of their necessity, but this discrepancy want customer to approve is just all right , they have enjoyed the unique benefit that article brand offers. Wear " white-collar " to embody, is elegant , and know sex, wear " Shan China fir " to embody success and position, select " exception ", express and many difference is sesthetic, simple and is quick and Xiu.

( 4) article Pai product price location: Article brand does not be product, but taste brand to contain product , taste brand on product to increase, add value , therefore the price location for article Pai product is not product , in which, still have the value of article brand. The price of garments product includes all costs of product( direct cost , indirect cost) mainly what bring with sales net profit and profit margin still have the additional value of article Pai invisible asset, therefore price and ordinary garments have greater difference to have no the relation of absolute equity with the cost of raw material, this is the garments product of world famous article brand is Di and Ao , A Ma nun , block is Er? Pull the Ge Fei Er De equivalence reason of not Fei shelf. The strategy of price is very exquisite, general is too high , customer will not patronize , even if patronize sale quantity occasionally is also very limited, too low not only profit pass to lose do not say , and can also arouse article Pai class poor illusion , therefore must fix a price carefully after extensive research market, is other , the litre in price fall should also have a proper adjustable whole range to reply momentary let should not beg or pass season , is out-of-date and cause excessively overstocking.

( 5) article Pai development location: Article brand is to come to achievement from time , it's quality guarantee , good name spread and taste Pai loyalty, is to undergo time test. The international famous garments article Pai history that has tens of years normally has elephant Xia Nai Er article brand( 92 year) more , light Mo article brand( 113 year) such veteran " frequently green tree ". [ 5 ] will have a longterm location therefore for the direction of article Pai future development, include the further program for overall article Pai location , again have the location for major product and supplementary product, at the same time, still have the thorough for some following aspects, is detailed and exquisite:

Product effect location: This is customer is wearing experience after using this article Pai product communicate unique special quality, it has oversteped garments built-in material Ceng surface , lets customer feel the promotion of self value and is proud , is this and a little , is also that successful article brand is drawn , the Ren place that gazes at in this respect must is sesthetic along with customer and the raising of cultural level, break otherwise for material and spiritual Ceng surface to promote.

Satisfy customer's location: Taste the Pai course of growing up , is continuously substantial and revise , course, enterprise already all-around prerequisite that considered for customer still break , otherwise to solicit the opinion of customer and suggest , only from standard consideration often the actual wishes meeting with customer appearance is behind Dao and Chi very even. 2003 year all time of initiating green health together , " white-collar " have put through plenty of investigations " live , way shop " to the market and " newborn alive way ", [ 6 ] decorate from shop front , horticulture arrange embodiment " live " two word is sweet and vitality is upright , in " live , way shop ", offer the news information and fashion express delivery that has grade correspondingly for the consumer crowd of " white-collar ", as well as domestic and international life magazine , exceed the plasma television of big screen and so on; Is selling Chang inside additionally, still establish a fine service , and free offer bonus Jiu, sweet article and chocolate etc. to customer relax is food; Is trying clothing , between basis " white-collar " the garments of San Ge different location of style divide into San kind; All all these is " white-collar " satisfy the composition part of customer's location, actually each details resemble a Ke Ke pearl that had been worn , suit , have formed overall impression together in customer's heart, like a cultured person who have grade , he( she) each subtle place embody is harmonious and for other person respect.

Competitive advantage location: General, each market empty Dang appearance position to taste the appearance that corresponding competitor can follow after brand. Though competitor brings threat on the one hand, but in another, is also promoted , with challenge, can say that article brand is been , grow up with competitor in unceasing competition to get up , it make taste brand often Jing wake up revise continuously, in this course every link for article brand as well as product it is shrewd that shrewd benefit is beged and push continuously to display, happen , is new , and guarantee certain on the one hand( customer like ) surmount competitor or can form competitive advantage with many difference.

Feelings location: Along with customer gradually is Pai and familiar for article, feelings will be also established slowly, how to insure have the customer's loyalty for article brand, is to taste brand, can subsist for a long time to go down, key. Is person, " second skin " garments article Pai key one that should emphasize humanity cultural, emphatic humanity culture more is the feelings location of emphatic feelings and article brand embody in the overall location culture in article brand。( is longing as the feelings location of ormasia article brand, sea Er feelings location is " arrive sincerely forever ") Again can communicate in any a link with customer's contact , show deepen further, some person describes " taste brand, as person ", customer is willing to maintain long social contact with certain article brand, is to communicate because article is Pai, feelings arouse their sympathetic reponse, their Ba article brand taste Pai loyalty as friend is also to so accumulate by a bit to get up.

4 taste the continuity of Pai location

article Pai location of Pai location not is one " decide " is lucky for everything, it is a long-term work , need to go to propagate continuously , strengthens , at the same time even article is Pai, location also does not be that one becomes constant, it is to not change change. One is to taste brand in the course of growing up , location should be adjusted along with the demand of customer, general the life period of garments product have Si stage to part is: Market Dao enter issue , grow up to expect , ripen expect and decline to expect, every period have different character all, is positioning , key value can follow market and popular custom under constant prerequisite develop enter have subtle change; Again is enterprise should still develop the other products with major product as tap, after having possessed a successful article Pai product to extend, if benefit one of the product of second line, San Xian product etc. and this is to be able to enlarge article Pai influence and market scale, has the aid of a influence of Xian article Pai product to drive Er San line as well as is more; Still have to work as God, it is good that article brand operate in narrow market or have enough to meet the need slow , can remedy enterprise through the flexible operation of byproduct, is awkward , in this course, the core of article Pai location is continued and constant, even if some changes will also maintain the relation between product, if the article Pai location of byproduct has got obvious change, will not only spend , put its success to the market with then major product, same manpower , financial resources, can not still guarantee , at the same time cause the failure of major product probably, original customer can think that article brand has changed location to occur misgiving or walks to boil. As sunlight warn so: " entrepreneurs must remember that article brand does not be yours, article brand is customer's, the customer's view for article brand sometimes meeting the stubborn extent that make people surprising, do not take the responsibility to be, extend is for article Pai loyal customer offend. " [ 7 ] even if position additionally because of extending needs, new location best also the location of major product insure have certain Zhong connection, and scale and influence can not also exceed major product.

The competition of natural garments article brand lean location not only can solve problem , position , is article brand, in the future development offer is a and clearly directional , is to taste brand in the market crucialness of storing work for a long period , as soon as walking , is to mould the important link of successful article Pai image , is the one of important means of geting customer identification and option , is to establish article brand and the valuable position of product and many difference in goal customer's heart, win a magic weapon, location after carry out and is unceasing and substantial along with market demand , adjust and repair to refine, what is just guarantee competitive strength is necessary and basic , at the same time, fashion is the life of garments article brand , maintains character and the innovation of article brand and product form sense of beauty under closelying follow the prerequisite of trend, is also to taste Pai competitive place, cannot be few surely. As the competitive times of garments article brand have come , let us prepare and go to meet to go up, accept challenge.