服裝品牌多元化策略外文翻譯

1、<p>　　出處: Stiff Nachiablo,瑞士,會(huì)計(jì)、商業(yè)、財(cái)經(jīng)歷史,2005(15), 第63-76頁(yè).</p><p><b>　　中文3720在</b></p><p><b>　　原文:</b></p><p>　　Clothing brand diversification</p>

2、<p>　　In the present world economy under globalization, brand competition has become the primary means of market competition. In recent years, the domestic garment industry is developing rapidly growing number of

3、clothing brands, but the influential brand-name is not so mushCompetitive brands has become a magic weapon, a weapon to attack the market, garment industry is no exception. In the course of development of the domestic ap

4、parel into the "age-targeted" an important phase of the study internation</p><p>　　Is a brand name, mark, symbol, design or combination of them, with the aim of identifying an enterprise product, t

5、o prevent confusion. The term was first positioning the two ads by the manager and Rees-Ai? raised trout and driven popular, they think: is positioning the product as the starting point, such as a commodity, a service co

6、mpany, institution or even a A person; but the location is not the product, but the idea of the potential customers, which products to consumers in the brain to ident</p><p>　　Such as the KAPPA clothing born

7、 in the 70s in Italian , he used the tight-fitting dynamic fashion sports design. Make a good combination of sports and leisure together. Thus forming the external appearance of their affinity and respect for the unique

8、style of youth culture, reflects a high degree of fashion sense, won the fashion crowd's favorite cities. Of course, the formation of style, but also suffering from the impact of designers such as Versace designer cl

9、othing, distinctive style of its </p><p>　　Second, how accurate clothing brand positioning </p><p>　　Clothing brand positioning is based on the basis of market segmentation completed. The market

10、 will be divided into a number of market segments and different products or services to meet their different needs, has become a modern marketing at the core. As the world's diversity and complexity, it is hard to im

11、agine a single market portfolio to meet the needs of all consumers. Market segmentation of the market, the task is to be divided into different consumer groups, that is the target customers, </p><p>　　A real

12、ly good medicine, is not likely to cure, if cure of the drug once claimed, it must be fake, clothing the same token, there can be a brand is for everyone. To bring the Internet age, information globalization bring us tod

13、ay, but also created N number of new human beings, such as, ball race, Petty family, strawberry, BenBen family, NONO group, YOYOU family, FLY family, IF ethnic, LOMO family, dry woman. They have different preferences, wi

14、th different values, how might like the same style of </p><p>　　Third, differences in clothing brand positioning strategy </p><p>　　Due to fierce market competition, so accurate positioning must

15、 also be competing with similar products have differences, differentiated brand positioning of the clothing brand is based on the fundamental market. Foreign apparel brands and consumers about the characteristics of the

16、study in addition to the market we are familiar with the investigation and placed too much emphasis on statistical data, a relatively new kind of consumer psychology from the point of view, except for the brand, price,&l

17、t;/p><p>　　When a brand positioning in the market since established, the next we need to strengthen the positioning, refining the brand's core values. We know that clothing in the fabric or style, or work o

18、n the advantages of a small detail has been insufficient to provoke a consumer purchases, so this time we need to present a special, can cause consumers to resonate with the aspirations of the heart, take this to impress

19、 consumers. If the target consumer group Metersbonwe is the vitality of fashion peopl</p><p>　　Fourth, clothing brand positioning strategy of diversification </p><p>　　As the only single brand t

20、o meet the needs of some consumers, in order to expand market share, operators can be multi-brand strategy to expand the scope of products to meet market demand. Multi-brand strategy, including an extension of the brand,

21、 brand development and brand acquisitions1.Brand extension strategy </p><p>　　Brand extension is to develop a single brand to brand linked to one another family. Typically, each company's product line is

22、 only part of the industry, if more than the existing range of products to increase its length, that is, become an extension of product lines, including down, up and extend the two-way extension.</p><p>　　Yo

23、unger men's garments from started to do, first for making shirts, and then it did the suit, and make comprehensive market share of two leading products have done the first, installed in the men's market advantage

24、 is obvious. However, as market competition and consumer demand, showing a wide range, the market is further broken down, Younger's product line must be continuously extended to meet the needs of different consumers,

25、 consumer groups formed to meet the diverse needs of productsExtension</p><p>　　2.Brand Development Strategy </p><p>　　Brand development and brand extension similar to the original success of th

26、e brand on the basis of the development of new brands, but usually to expand the brand name would be more independent, and the brand image is also rich with independent-style brand. Hong Kong Kitterick brand, for example

27、, it is 5 by the Hong Kong Polytechnic University graduates in the early 90's created, the market is flooded with foreign brands in the 1990s, and its emergence as a local designer has created a miracle of</p>

28、<p>　　As each of these brands have different styles, and brand diversification strategy, a different style to meet the consumer demand, relative to expand the market share. However, due to a number of brands are ta

29、rgeting young people, it may be easy to design a different brand of duplication or similar phenomenon, which requires coordination between the designer brands and consultation.</p><p>　　3. M & A brand st

30、rategy </p><p>　　In recent years, the apparel business mergers and acquisitions have become worse, the international situation, the world's leading apparel companies are suddenness of a thunderbolt, the

31、realization of cross-border mergers and acquisitions, the realization of diversified brand management, to seize market share and Carried out a major industry consolidation. Italy's well-known brand Prada has become t

32、he world's leading luxury goods group, and its acquisition strategy is to find a similar brand and</p><p>　　Source:Stiff Nachiablo, SWISS , Accounting, Business & Financial History,2005 15, 63-76.<

33、;/p><p><b>　　譯文:</b></p><p><b>　　服裝品牌多元化策略</b></p><p>　　在世界經(jīng)濟(jì)格局呈現(xiàn)全球化的趨勢(shì)之下,品牌競(jìng)爭(zhēng)已經(jīng)成為當(dāng)今市場(chǎng)競(jìng)爭(zhēng)的主要手段。近年來(lái),國(guó)內(nèi)服裝業(yè)發(fā)展迅猛,服裝品牌越來(lái)越多,但是有影響力的名牌卻甚少。品牌已經(jīng)成為了企業(yè)競(jìng)爭(zhēng)的法寶,出擊市場(chǎng)的利器,服裝產(chǎn)業(yè)自然也

34、不例外。在國(guó)內(nèi)服裝發(fā)展歷程步入“定位時(shí)代”的重要階段,研究國(guó)際、國(guó)內(nèi)服裝名牌案例,了解其定位及品牌策略可以為服裝設(shè)計(jì)師及經(jīng)營(yíng)者帶來(lái)許多啟示,從而創(chuàng)立和發(fā)展更多的國(guó)產(chǎn)名牌。隨著整個(gè)社會(huì)品牌意識(shí)的逐漸增強(qiáng),消費(fèi)者對(duì)服裝品牌的選擇標(biāo)準(zhǔn)也不單單停留在產(chǎn)品本身,而是通過(guò)品牌策劃的實(shí)施受到了品牌文化的感染,建立了對(duì)品牌形象的信賴感。</p><p>　　在這個(gè)競(jìng)爭(zhēng)全球化,科技日新月異,消費(fèi)者需求不斷翻新,人口狀況快速變化的時(shí)

35、代里,品牌生存發(fā)展的唯一保證,是時(shí)刻謹(jǐn)記顧客的需求、偏好和期待。品牌競(jìng)爭(zhēng)是“以人文本”的競(jìng)爭(zhēng)方式,以消費(fèi)者的需求為本,在合理的目標(biāo)市場(chǎng)定位分析的基礎(chǔ)上建立起來(lái)的品牌,才具有市場(chǎng)競(jìng)爭(zhēng)力。服裝企業(yè)要實(shí)施行之有效的成功品牌戰(zhàn)略就必須給品牌一個(gè)合理、明確、獨(dú)具個(gè)性的品牌定位。仔細(xì)分析目標(biāo)市場(chǎng),進(jìn)行合理的定位,關(guān)系到品牌策劃實(shí)施的各個(gè)環(huán)節(jié),可以說(shuō)品牌策劃和目標(biāo)市場(chǎng)定位是緊密相聯(lián)系的。品牌策劃與目標(biāo)市場(chǎng)定位之間的關(guān)系就是本文研究的主要內(nèi)容,希望通過(guò)

36、本課題的研究,能夠?yàn)橹贫茖W(xué)合理的品牌策略提供理論依據(jù)和現(xiàn)實(shí)參考。</p><p><b>　　一、品牌與定位</b></p><p>　　品牌是一個(gè)名稱(chēng)、標(biāo)記、符號(hào)、圖案設(shè)計(jì)或它們的組合,其目的是為了識(shí)別某個(gè)企業(yè)的產(chǎn)品, 防止混淆。定位一詞最先是由兩位廣告經(jīng)理艾?里斯和杰?特勞特提出并帶動(dòng)流行的,他們認(rèn)為:定位是以產(chǎn)品為出發(fā)點(diǎn),如一種商品、一項(xiàng)服務(wù)、一家公司、一所機(jī)

37、構(gòu)甚至一個(gè)人;但定位對(duì)象不是產(chǎn)品,而是針對(duì)潛在顧客的思想,亦即要為產(chǎn)品在消費(fèi)者的大腦中確定一個(gè)合適的位置。其實(shí),定位既可以始于產(chǎn)品,也可始于消費(fèi)者。發(fā)現(xiàn)消費(fèi)者欲求不能滿足,企業(yè)根據(jù)自己的資源狀況,生產(chǎn)出滿足這部分的產(chǎn)品,也是定位的一種情況。服裝品牌的定位是服裝營(yíng)銷(xiāo)的前提,服裝品牌的定位可以表述為服裝企業(yè)根據(jù)目標(biāo)顧客的消費(fèi)需求,對(duì)服裝的產(chǎn)品、服務(wù)、價(jià)格和形象等進(jìn)行適當(dāng)?shù)脑O(shè)計(jì)與組合,以具有特色的服裝產(chǎn)品來(lái)吸引和穩(wěn)定目標(biāo)消費(fèi)顧客。商品形象的獨(dú)

38、到對(duì)于服裝商品來(lái)說(shuō)顯得尤為重要,品牌風(fēng)格從實(shí)質(zhì)上必須滿足不同的特定消費(fèi)對(duì)象內(nèi)在的心理感覺(jué)和訴求。因此服裝品牌只有塑造符合消費(fèi)者需求的獨(dú)到風(fēng)格才能成為服裝商品的主要賣(mài)點(diǎn),它是品牌差異化、特色化經(jīng)營(yíng)的重要表現(xiàn)。實(shí)在難以想象一件沒(méi)有自己風(fēng)格的衣服會(huì)受到消費(fèi)者的歡迎。 </p><p>　　如KAPPA服裝誕生于70年代的意大利,他采用緊身時(shí)尚活力運(yùn)動(dòng)的設(shè)計(jì)風(fēng)格。使運(yùn)動(dòng)和休閑很好的結(jié)合起來(lái)。從而形成了自己具有親和力的外在

39、表現(xiàn)和崇尚年輕人文化的獨(dú)特風(fēng)格,高度地體現(xiàn)出時(shí)尚的感覺(jué),深得城市時(shí)尚人群的喜愛(ài)。 當(dāng)然,風(fēng)格的形成,還受著設(shè)計(jì)師的的影響,比如服裝設(shè)計(jì)大師范思哲,它的設(shè)計(jì)風(fēng)格鮮明,是獨(dú)特的美感極強(qiáng)的先鋒藝術(shù)的表征,其中魅力獨(dú)具的是運(yùn)用展示充滿文藝復(fù)興時(shí)期特色的華麗和具有豐富想象力的款式,在征服了世界時(shí)尚界的同時(shí),也締造了一個(gè)以他的名字命名的,享譽(yù)世界的服裝品牌。同樣,夏奈爾、皮卡.卡丹也同樣如此</p><p>　　二、如何

40、進(jìn)行準(zhǔn)確的服裝品牌定位</p><p>　　服裝品牌定位是在基于市場(chǎng)細(xì)分的基礎(chǔ)上完成的。將市場(chǎng)劃分為多個(gè)不同的細(xì)分市場(chǎng),并采用不同的產(chǎn)品或服務(wù)去滿足它們不同的需求,已成為現(xiàn)代市場(chǎng)營(yíng)銷(xiāo)學(xué)的核心。由于世界的復(fù)雜性與多樣性,很難想象用單一的市場(chǎng)組合能滿足所有的消費(fèi)者。市場(chǎng)細(xì)分的任務(wù)是將市場(chǎng)劃分為不同的消費(fèi)者群,即目標(biāo)顧客,并由此形成目標(biāo)市場(chǎng)。</p><p>　　一服真正的好藥,是絕不可能包治百

41、病的,如果一旦有宣稱(chēng)包治百病的藥,那肯定是假藥,服裝同樣道理,不可能有某個(gè)品牌是適合所有人的。網(wǎng)絡(luò)時(shí)代的帶來(lái),為我們帶來(lái)信息全球化的今天,也造就了N多的新興人類(lèi),如,波波族,小資一族,草莓族,奔奔族,NONO族,YOYOU族,FLY族,IF族,LOMO族,干物女。。。。。。。他們有著不同的喜好,有著不同的價(jià)值取向,怎么可能會(huì)喜歡同樣款式的衣服,怎么可能會(huì)喜歡同一風(fēng)格的服裝呢?這些還僅是80后的新人類(lèi),更別論70后,60后等其他人群,試想

42、,一個(gè)60后大腹便便的中年人,穿著80后的韓式大褲管牛仔褲是多么的不可思議啊!因此,針對(duì)不同的人群,我們的產(chǎn)品需要有更多的個(gè)性以適應(yīng)不同的消費(fèi)人群。 </p><p>　　三、服裝品牌定位的差異性策略</p><p>　　由于市場(chǎng)競(jìng)爭(zhēng)的激烈, 因此準(zhǔn)確的市場(chǎng)定位還必須與競(jìng)爭(zhēng)對(duì)手的同類(lèi)產(chǎn)品產(chǎn)生差別,差異化的品牌定位是服裝品牌立足市場(chǎng)的根本。國(guó)外有關(guān)服裝品牌與消費(fèi)者特征的研究除了我們熟悉的市場(chǎng)

43、調(diào)查與統(tǒng)計(jì)這種偏重?cái)?shù)據(jù)的方法外, 比較新的是從消費(fèi)者心理學(xué)角度出發(fā),除去品牌、價(jià)格、產(chǎn)品等表面因素外,了解消費(fèi)者由于自身的生長(zhǎng)環(huán)境、性格因素、文化熏陶所形成的一些消費(fèi)情結(jié)品牌異性策略可使品牌在競(jìng)爭(zhēng)中保持自身的特色,這也是品牌擁有忠實(shí)消費(fèi)群體的原因所在。</p><p>　　當(dāng)一個(gè)品牌在市場(chǎng)上確立了定位以后,接下來(lái)便需要去強(qiáng)化這個(gè)定位,提煉出品牌的核心價(jià)值觀。我們知道現(xiàn)在服裝在面料或者款式或者做工上的某個(gè)細(xì)節(jié)的小小

44、優(yōu)勢(shì),已經(jīng)不足以挑起消費(fèi)者的購(gòu)買(mǎi)欲,所以這時(shí)候需要我們提出一個(gè)特別的,能夠引起消費(fèi)者內(nèi)心共鳴的訴求,借此來(lái)打動(dòng)消費(fèi)者。 如美特斯邦威的目標(biāo)消費(fèi)群是18-25歲的活力時(shí)尚人群,針對(duì)其特點(diǎn),美特斯邦威提煉出的品牌核心價(jià)值觀就是一種自我率真,有個(gè)性,勇于接受新鮮事物的形象,提出了“不走尋常路”的核心價(jià)值,契合了消費(fèi)群渴望特別與眾不同的愿望,因此,極大的激發(fā)起了消費(fèi)者的購(gòu)買(mǎi)欲望。</p><p>　　四、服裝品牌定位的

45、多元化策略</p><p>　　由于單一品牌只能滿足部分消費(fèi)者的需要,為了擴(kuò)大產(chǎn)品市場(chǎng)占有率,經(jīng)營(yíng)者可以通過(guò)多元化的品牌策略來(lái)擴(kuò)大產(chǎn)品范圍,滿足市場(chǎng)的消費(fèi)需求。多元化的品牌策略包括品牌延伸、品牌拓展及品牌并購(gòu)。</p><p><b>　　一品牌延伸策略</b></p><p>　　品牌延伸是將單一的品牌發(fā)展為相互有聯(lián)系的品牌家族。通常,每個(gè)公

46、司的產(chǎn)品線只是該行業(yè)的一部分,如果公司超過(guò)現(xiàn)有的范圍來(lái)增加它的產(chǎn)品線長(zhǎng)度, 即成為產(chǎn)品線延伸, 包括向下延伸、向上延伸和雙向延伸。</p><p>　　雅戈?duì)柺菑淖瞿醒b的成衣起家的,先是做襯衫,接著又做西服,并使兩個(gè)主導(dǎo)產(chǎn)品市場(chǎng)綜合占有率都做到中國(guó)第一,在男裝正裝市場(chǎng)優(yōu)勢(shì)明顯。但是,隨著市場(chǎng)競(jìng)爭(zhēng)的加劇和消費(fèi)需求呈現(xiàn)出多元化,市場(chǎng)進(jìn)一步細(xì)分,雅戈?duì)柕漠a(chǎn)品線必須不斷進(jìn)行延伸,以滿足不同消費(fèi)者的需求,形成能滿足消費(fèi)群體

47、不同需要的產(chǎn)品系列。在產(chǎn)品系列的延伸上,雅戈?duì)栂嗬^推出了T恤、運(yùn)動(dòng)裝、西褲、風(fēng)衣、領(lǐng)帶、睡衣等男性服飾,但品牌一直只有一個(gè)。</p><p>　　2003年,雅戈?duì)柾瞥隽烁叨似放平鹕鸥隊(duì)?并將既有的產(chǎn)品定位為藍(lán)色雅戈?duì)?此后又相繼推出年輕系列綠色雅戈?duì)枴＿@一品牌延伸延續(xù)了雅戈?duì)柕慕?jīng)營(yíng)哲學(xué):首先把一個(gè)品牌做好做強(qiáng),主干粗、根深,才能杈多;主干不粗,品牌多元化后風(fēng)險(xiǎn)很大。金色雅戈?duì)柕耐瞥鲭m然是在做好主導(dǎo)品牌的基礎(chǔ)上

48、進(jìn)行的品牌延伸,但很顯然也有逆向而上的風(fēng)險(xiǎn)。因?yàn)閲?guó)內(nèi)的服裝市場(chǎng)似乎已形成了根深蒂固的成見(jiàn):本土服裝品牌大多做中低端市場(chǎng),國(guó)外品牌往往占據(jù)著中國(guó)的高端市場(chǎng)。此外,年輕系列的推出也是豐富產(chǎn)品線的嘗試之一。</p><p>　　盡管目前雅戈?duì)栍辛巳齻€(gè)品牌,也分出了市場(chǎng),但不管怎么說(shuō),仍然是“雅戈?duì)枴?。雅戈?duì)杻?nèi)部也為多品牌進(jìn)行過(guò)爭(zhēng)議,至今仍未有結(jié)果。有人建議跳開(kāi)“雅戈?duì)枴逼放?另創(chuàng)新品牌,或者收購(gòu)國(guó)外大品牌。據(jù)了解,雅戈

49、爾董事長(zhǎng)李如成仍在猶豫、觀望。他說(shuō),不能為了多品牌而多品牌,也不一定抱守一個(gè)品牌。</p><p><b>　　二品牌拓展策略</b></p><p>　　品牌拓展與品牌延伸類(lèi)似, 是在原有品牌成功的基礎(chǔ)上開(kāi)發(fā)新的品牌,但品牌拓展通常在名稱(chēng)上會(huì)比較獨(dú)立,而品牌形象也較豐富,具有互相獨(dú)立的品牌風(fēng)格。以香港品牌Kitterrick為例,它是由5個(gè)香港理工大學(xué)畢業(yè)生在90年

50、代初所創(chuàng),在洋品牌充斥市場(chǎng)的年代,它的出現(xiàn),為香港本土設(shè)計(jì)師創(chuàng)造了一個(gè)成功的奇跡, 被認(rèn)為是香港設(shè)計(jì)師的典范, 亦為香港本地品牌打開(kāi)了市場(chǎng)。以年輕人為目標(biāo)顧客,由于年輕人具有反叛心理,而服裝則是他們表現(xiàn)自我的重要方式, 因此這個(gè)目標(biāo)市場(chǎng)給了設(shè)計(jì)師廣闊的創(chuàng)作空間。從1992年成立至今,通過(guò)品牌拓展,Kitterrick旗下已有5個(gè)品牌,針對(duì)不同的目標(biāo)市場(chǎng),設(shè)計(jì)風(fēng)格也各不相同由于每個(gè)品牌有不同的風(fēng)格,因此多元化品牌策略,可以滿足不同風(fēng)格消費(fèi)

51、者的需求,相對(duì)擴(kuò)大了市場(chǎng)占有率。不過(guò), 由于幾個(gè)品牌都以年輕人為目標(biāo)市場(chǎng),因此可能不同品牌的設(shè)計(jì)易出現(xiàn)重復(fù)或相似的現(xiàn)象,這就需要各品牌設(shè)計(jì)師之間的協(xié)調(diào)與協(xié)商。</p><p><b>　　三品牌并購(gòu)策略</b></p><p>　　近年來(lái)服裝企業(yè)的兼并與收購(gòu)有愈演愈烈之勢(shì),從國(guó)際形勢(shì)看,世界著名服裝企業(yè)正以迅雷不及掩耳之勢(shì),實(shí)現(xiàn)跨國(guó)并購(gòu),實(shí)現(xiàn)多元化品牌經(jīng)營(yíng),搶占市場(chǎng)份

52、額,并進(jìn)行行業(yè)的大整合。意大利著名品牌Prada的公司已成為全球著名的奢侈品集團(tuán), 它的并購(gòu)策略是尋找類(lèi)似的品牌和有相同經(jīng)營(yíng)理念的伙伴,并購(gòu)后各公司基本保持自治,而不是成為Prada的衛(wèi)星公司,以此形成多元化品牌的多角化經(jīng)營(yíng),擴(kuò)大公司規(guī)模。老牌企業(yè)Prada本身是從皮革起家,已擁有Prada及其二線品牌Miu Miu兩個(gè)世界知名品牌,產(chǎn)品包括皮包、鞋類(lèi)、服裝、眼鏡等。公司總裁伯塔利是服裝業(yè)的傳奇人物,從80年代末開(kāi)始,將Prada這個(gè)毫