【摘要】：老字號品牌作為我國文化遺產(chǎn)的一個組成部分,它們大都有過輝煌的過去,曾經(jīng)聞名遐邇,歷史文化底蘊豐厚。然而,近些年來伴隨著市場環(huán)境的變遷,眾多的服裝老字號品牌在商海沉浮中退出了歷史舞臺,尚存的品牌也大多舉步維艱。老字號品牌保護和建設問題引起了全社會的關注,因此,重建老字號品牌是亟待解決的問題。本文基于品牌活化、品牌活化驅(qū)動視角對上海商業(yè)服裝老字號品牌進行研究,具有必要性和可行性。 本文的研究分為品牌活化相關理論與案例、上海商業(yè)服裝老字號品牌現(xiàn)狀、上海商業(yè)服裝老字號品牌活化影響因素和上海商業(yè)服裝老字號品牌活化外部驅(qū)動四大部分。 第一部分研究對品牌資產(chǎn)、品牌老化及品牌活化等理論文獻梳理分析,進而延伸到服裝品牌,界定服裝品牌活化和品牌活化驅(qū)動力概念。在此基礎上,解析國內(nèi)外十大服裝品牌活化案例,為上海商業(yè)服裝老字號品牌老化原因、品牌活化驅(qū)動力研究奠定基礎。 第二部分研究在分析上海市商業(yè)報告、經(jīng)濟年鑒、老字號品牌官方網(wǎng)站、老字號相關文獻及專家學者評論等詳實的歷史資料基礎上,歸納形成上海商業(yè)服裝老字號品牌檔案及上海商業(yè)服裝老字號事件表,并繪制上海商業(yè)服裝老字號品牌發(fā)展脈絡圖。使上海商業(yè)服裝老字號品牌活化研究在動態(tài)的基礎上得以展開。 第三部分研究在文獻研究、行業(yè)協(xié)會與上海商業(yè)服裝老字號企業(yè)專家深度訪談和問卷調(diào)研基礎上,總結(jié)上海商業(yè)服裝老字號品牌老化的原因,品牌發(fā)展的機會因素,綜合為上海商業(yè)服裝老字號品牌活化影響因素,并繪制上海商業(yè)服裝老字號品牌SWOT分析矩陣圖。 第四部分研究根據(jù)SWOT分析矩陣,從品牌活化外部驅(qū)動力之一投資方角度研究上海商業(yè)服裝老字號品牌活化。以英國Interbrand品牌資產(chǎn)模型評估品牌實力因子為依據(jù),通過投資方和老字號企業(yè)專家訪談修正因子及對其重要度打分,得到上海商業(yè)服裝老字號品牌投資評估因子及重要度排序。研究結(jié)論的驗證以“鴻翔”品牌為個案,得到“鴻翔”品牌活化投資方外部驅(qū)動條件。 本文從“品牌活化”、“品牌活化驅(qū)動力”角度來探討上海商業(yè)服裝老字號品牌的發(fā)展,研究視角、研究方法均是一種新的嘗試,研究結(jié)論得到企業(yè)與專業(yè)機構的基本認可,對與“鴻翔”品牌同屬一類的上海商業(yè)服裝老字號品牌的發(fā)展具有一定的參考價值。
[Abstract]:As an integral part of the cultural heritage of our country, the old brands have had glorious past, once famous and rich in history and culture. However, in recent years, with the changes of the market environment, many old-name clothing brands have withdrawn from the historical stage in the ups and downs of the sea of commerce, and most of the remaining brands are struggling. The problem of the protection and construction of the old brand has aroused the attention of the whole society. Therefore, the reconstruction of the old brand is an urgent problem to be solved. Based on brand activation and brand activation, it is necessary and feasible to study the old brand of commercial clothing in Shanghai. The research in this paper is divided into four parts: the theory and case of brand activation, the current situation of Shanghai commercial clothing old brand, the influential factors of Shanghai commercial clothing old brand activation and the external drive of Shanghai commercial clothing old brand activation. The first part studies the theoretical literature of brand equity, brand aging and brand activation, and then extends to clothing brand, defines the concept of clothing brand activation and brand activation driving force. On this basis, the analysis of the top ten cases of clothing brand activation at home and abroad, for Shanghai commercial clothing brand aging reasons, brand activation driving force research foundation. The second part studies on the basis of detailed historical data such as Shanghai business report, economic yearbook, official website of old brand, related literature of old name and expert and scholar review, etc. This paper summarizes and forms the long-standing brand file of Shanghai commercial clothing and the event table of the old brand of Shanghai commercial clothing, and draws the development context of the old brand of Shanghai commercial clothing. So that Shanghai commercial clothing brand activation research in the dynamic basis can be launched. In the third part, on the basis of the literature research, in-depth interview and questionnaire survey between the trade association and the experts of Shanghai commercial clothing old-name enterprises, the reasons for the aging of the old-name brands of Shanghai commercial clothing and the opportunity factors for the development of the brands are summarized. To synthesize the factors influencing the activation of the old brand of Shanghai commercial clothing, and draw the SWOT analysis matrix diagram of the old brand of Shanghai commercial clothing. According to the SWOT analysis matrix, the fourth part studies the brand activation of Shanghai commercial clothing from the perspective of one of the external driving forces of brand activation. Based on the evaluation of brand strength factor based on British Interbrand brand equity model, through interviews with investors and old-name enterprise experts, the evaluation factor and the order of importance degree of Shanghai old-name brand investment are obtained through interviews with investors and well-established enterprise experts. Taking Hongxiang brand as a case, the external driving condition of "Hongxiang" brand activation investor is obtained. From the angle of "brand activation" and "brand activation driving force", this paper discusses the development of Shanghai commercial clothing brand, the research perspective and the research method are all a new attempt, and the research conclusion is recognized by enterprises and professional organizations. It has certain reference value to the development of Shanghai commercial clothing brand which belongs to the same kind as Hongxiang brand.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F273.2;F426.86

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