服飾品牌文化研究——以著名內衣品牌“愛慕”為例.pdf

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

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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