【摘要】：隨著中國居民收入水平的不斷提高,消費支出服裝產(chǎn)品的能力不斷提升,中國已逐漸成為全球最大的服裝消費市場,吸引了大量國外品牌的涌入,同時國內品牌的異軍突起使服裝行業(yè)的競爭越來越白熱化。由于消費群體觀念轉變,他們更加注重服裝產(chǎn)品個性化、品質化等特征。為提高企業(yè)績效,降低風險,滿足消費者多樣化需求,很多企業(yè)通過自主創(chuàng)品牌、并購、代理等形式建立多個品牌,向多個細分市場進行擴張,實施多品牌組合策略。森馬服飾有限股份公司是一家實施多品牌組合策略的企業(yè),公司旗下?lián)碛小吧R”和“巴拉巴拉”兩大主要服飾品牌。在競爭日趨激烈的環(huán)境中,森馬服飾如何優(yōu)化品牌組合以提高公司績效成為企業(yè)管理者密切關注的問題。本文旨在通過對森馬服飾基于績效的品牌組合策略的深入研究與分析,利用定性和定量相結合的分析方法,分析森馬服飾旗下“巴拉巴拉”品牌、“森馬”品牌與企業(yè)績效相關性,分析“巴拉巴拉”品牌和“森馬”品牌協(xié)同發(fā)展關系。結合分析結果,為森馬服飾通過優(yōu)化品牌組合提出決策借鑒,也為同行業(yè)的其它企業(yè)實施品牌組合優(yōu)化提供參考。首先,梳理了國內外有關于品牌組合研究的相關文獻;第二,闡述品牌組合理論以及評價企業(yè)績效方法;第三,整理了森馬服飾品牌組合中的“森馬”和“巴拉巴拉”兩大品牌發(fā)展情況,分析森馬服飾品牌組合的績效現(xiàn)狀,得出森馬服飾品牌組合中“巴拉巴拉”對企業(yè)的績效貢獻好于“森馬”;最后,通過運用相關與回歸分析方法、系統(tǒng)論方法,分析森馬服飾品牌組合“森馬”和“巴拉巴拉”品牌與企業(yè)績效的相關程度、兩大品牌的協(xié)同關系,得出“巴拉巴拉”與企業(yè)績效的相關性高于“森馬”,兩大品牌的協(xié)調水平較為勉強�；诜治鼋Y果,對森馬服飾品牌組合提出了改進措施,可供企業(yè)參考。
[Abstract]:With the rising income level of Chinese residents and the increasing ability of consumer spending clothing products, China has gradually become the largest clothing consumption market in the world, attracting a large number of foreign brands to pour in. At the same time, the sudden emergence of domestic brands makes the competition of clothing industry more and more intense. Because consumer group idea changes, they pay more attention to clothing product personalization, quality and so on characteristic. In order to improve enterprise performance, reduce risks and meet the diversified needs of consumers, many enterprises establish multiple brands through independent brand creation, M & A, agency and other forms, expand to a number of segments of the market, and implement multi-brand combination strategy. Senma Apparel Co., Ltd. is a multi-brand portfolio of enterprises, the company owns the "Senma" and "Barra" two major clothing brands. In the increasingly competitive environment, how to optimize the brand combination to improve corporate performance has become a close concern of enterprise managers. The purpose of this paper is to study and analyze the Performance-based Brand combination Strategy of Senma Costume, and to analyze the Barra brand by combining qualitative and quantitative methods. The relationship between the brand of "Senma" and the enterprise performance is analyzed, and the relationship between the brand of "Barra" and the brand of "Senma" is analyzed. Combined with the analysis results, this paper provides a reference for Senma clothing to optimize brand combination through decision-making, and also provides reference for other enterprises in the same industry to implement brand portfolio optimization. First of all, combing the domestic and foreign literature on brand portfolio research; second, the theory of brand combination and the evaluation of corporate performance methods; Thirdly, the development of "Senma" and "Barra" in Senma clothing brand combination is analyzed, and the current performance of Senma apparel brand combination is analyzed. It is concluded that the contribution of "Barra" to the performance of the enterprise is better than that of "Senma". Finally, by using the method of correlation and regression analysis and the method of system theory, this paper analyzes the correlation degree between the brands of Senma and Barra and the corporate performance, and the synergistic relationship between the two brands. It is concluded that the correlation between Barra and enterprise performance is higher than that of Senma, and the coordination level of the two brands is more grudging. Based on the results of the analysis, this paper puts forward the improvement measures for the Senma clothing brand combination, which can be used as a reference for enterprises.
【學位授予單位】：蘭州理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.86;F273.2

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