服飾品牌文化研究——以著名內(nèi)衣品牌“愛慕”為例.pdf

1、原創(chuàng)性聲明本人鄭重聲明：所呈交的學(xué)位論文是本人在導(dǎo)師的指導(dǎo)下獨(dú)立進(jìn)行研究工作所取得的成果，論文中有關(guān)資料和數(shù)據(jù)是實(shí)事求是的。除文中已經(jīng)注明引用的內(nèi)容外，本論文不含任何其他個(gè)人或集體已經(jīng)發(fā)表或撰寫過的研究成果。對(duì)本文的研究做出重要貢獻(xiàn)的個(gè)人和集體，均已在文中以明確方式標(biāo)明。若有不實(shí)之處，本人愿意承擔(dān)相關(guān)法律責(zé)任。學(xué)位論文作者簽名：予勿、易v日期：2。B年I≥月76日學(xué)位論文版權(quán)使用授權(quán)書學(xué)位論文作者完全了解北京服裝學(xué)院有關(guān)保留和使用學(xué)位論

2、文的規(guī)定，即：研究生在校攻讀學(xué)位期間論文工作的知識(shí)產(chǎn)權(quán)單位屬北京服裝學(xué)院。學(xué)校有權(quán)保留并向國家有關(guān)部門或機(jī)構(gòu)送交論文的復(fù)印件和電子版，允許學(xué)位論文被查閱、借閱和復(fù)??；學(xué)?？梢詫W(xué)位論文的全部或部分內(nèi)容公開或編入有關(guān)數(shù)據(jù)庫進(jìn)行檢索，可以允許采用影印、縮印或其它復(fù)制手段保存、匯編學(xué)位論文。保密的學(xué)位論文在解密后適用本授權(quán)書。學(xué)位論文作者簽名確、導(dǎo)師簽名：甲專暑日期：砂J≥年fz月／‘日日期：2口J多年／2月／6日北京服裝學(xué)院碩：Ij學(xué)位論文

3、Clothingbrandculturalstudies—thefamouslingeriebrand’’AimerasanexampleAbstractBrandCulture，referstothebrandbygivingdeepandrichculturalconnotations，isthebrandinthebusinessofevolvingculturalheritage，itrepresentsthebrand’Sow

4、nvaluesandworldviewBrandislikeaflutteringbanner，brandculturerepresentsonesetofvalues，ataste，astyle，afashion，awayoflifeExcellentbrandcultureishighlyrefinedspiritofnationalcultureandhumanvaluescommongoodsublimation，Callits

5、uniquepersonalityandstyle，beyondnationality，beyondborders，beyondconsciousness，SOthatthebrandenjoyspopularsupportAfter20yearsofdevelopment，China’Sdomesticunderwearbrand—Aimer，alreadyhasamatureproductdevelopmentcapabilitie

6、s，agoodbrandreputationandaloyalcustomerbase，hasbecomealocalleaderintheunderwearindustryInrecentyears，therapidexpansionintheunderwearmarketinthecontextofAimerGroupfurtherstrengtheneditsmarketdevelopment，productlineextensi

7、on，brandcultureindepth，basedontheestablishmentofimi’S，LACLOVER，Aimermanandothersub—brand，theformationofacompletebrandsystemThisarticlefeaturesthebrandstrategyforAimer，accordingtoZhubrandhierarchyandelementsconstructed，Ai

8、merbrandculturemodelofAimerspiritofthebrandculture，brandcultureandbrandbehaviorculturematerialthreepartsoftheanalysis，andfurthertoAimer，forexample，exploretheanalysiscultureoflocallingeriebrandpositioningandbrandimagebran

9、dculturepropagationThispaperfirstchaptermainlyfordomesticandfbrei鱸brandculturestudieswerereviewed；ChapterscholarZhumainadvantageofthebrandhierarchyandelementsofculturaltheory，initiallybuiltaAimerbrandculturemodel；Chapter

10、brandspiritualculture，brandmaterialculture，brandactsasanentrypointthreeaspectsofculture，in—depthanalysisofthecurrentbrandAimerculturalstatusqu6Itisworthemphasizingthat，dueto‘thetechnicalrequirementsfortheunderwearindustr

11、yisstrong，Aimerthebrandontheanalysisofmaterialculture，thearticlefocusesonproductdevelopmentanddesignofAimerforresolution；fourthchaptertoloveunderwearshapingbrandcultureasanexample，throughAimerunderwearbrandculturebuildin