摘要
结合服装品牌的特点,构建服装品牌产品体系框架,衡量系统的层次性和统一性,分析服装品牌形象和产品组合.以猫人国际品牌为例,对其品牌体系进行分析,并指出该公司是如何保持创新性和延续性的动态平衡.
Based on the methods of analytic process of system theory, the paper discussed the structure of product system of brand with the features of fashion industry in considering. The hierarchy and the identity of the product system were weighted. The brands＇ image and product mix were analyzed. Taking the brands of Maoren Garments Co. , Ltd as case study, the research analyzed the product system of the company and figured out how the company kept its dynamic balance between renovation and continuity.
出处
《西安工程大学学报》
CAS
2013年第2期171-175,共5页
Journal of Xi’an Polytechnic University
基金
Research on the Product Design Based on the Chinese Aesthetic(12A630057),funded by Henan Education Department Office
关键词
产品管理
服装品牌
案例分析
product management
fashion brand
case study
