消费者视角下国内外快销服装品牌价值评价Evaluation of brand value of fast-moving clothing at home and abroad from the perspective of consumers
王臻頔;顾雯;刘晓刚;
摘要(Abstract):
针对我国快消服装企业对品牌价值提升和战略升级的需求,基于品牌价值理论,选取11个指标作为快销服装品牌价值测量指标。运用层次分析法构建了消费视角下的快销服装品牌价值评价指标体系。在此基础上,选取市场上有代表性的4个国内外快销服装品牌,通过收集5个省份351位消费者对各个品牌价值指标的评价数据,用SPSS软件对国内外快销品牌的品牌价值进行分析与比较。结果显示:快销服装品牌的品牌价值可按4个维度划分,其中品牌忠诚度和品牌认识对品牌价值评价具有显著影响。按方差分析可将调研品牌的品牌价值从高到低排序为:优衣库,H&M,美特斯邦威,森马。
关键词(KeyWords): 快销服装;品牌价值;评价模型;消费者行为
基金项目(Foundation): 上海高校知识服务平台(海派时尚设计及价值创造协同创新中心)资助项目(13S107021)
作者(Author): 王臻頔;顾雯;刘晓刚;
Email:
DOI: 10.19333/j.mfkj.2017040080206
参考文献(References):
- [1]TOKATLI N,WRIGLEY N.Shifting global supply networks and fast fashion:made in Turkey for Marks&Spencer[J].Global networks-a journal of transnational affairs,2008,8(3):261-263.
- [2]FISHER M,RAMAN A.Reducing the cost of demand uncertainty through accurate response to early sales[J].Operations Research,1996,44(1):87-99.
- [3]KINCADE DH,CASSILL N,WILLIAMSON N.The quick response management system:structure and components for the apparel industry[J].Journal of the Textile Institute,1993,84(2):147-155.
- [4]CARO F,GALLIEN J.Inventory Management of a FastFashion Retail Network[J].Operations Research,2007,58(2):257-273.
- [5]BARNES L,GREENWOOD G.Fast fashioning the supply chain:Shaping the research agenda[J].Journal of Fashion Marketing&Management,2006,10(3):259-271.
- [6]中国服装协会.2015—2016中国服装行业发展报告[M].北京:中国纺织出版社,2016:32-33.
- [7]浙江森马服饰股份有限公司.森马服饰:2016年半年度报告[EB/OL].(2016-08-29)[2017-03-15].http://www.semirbiz.com/investorsshowdetail/467.html.
- [8]FARQUHAR P H.Managing Brand Equity[J].Journal of Marketing Research,1993,30(4):183-197.
- [9]SRIVASTAVA R,SHOCKER A D.Brand equity:a perspective on its meaning and measurement[R].Working Paper Series,Report Number 91-124.Cambridge,MA:Marketing Science Institute,1991.
- [10]AAKER D A.Managing brand equity:capitalizing on the value of a brand name[J].Journal of Marketing,1992,56(2):69-71.
- [11]BIEL A L.How brand image drives brand equity[J].Journal of Advertising Research,1992,32(6):92-99.
- [12]KELLER K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
- [13]YOO B,DONTHU N.Developing and validating a multidimensional consumer-based brand equity scale[J].Journal of Business Research,2001,52:1-14.
- [14]JUNG J,SUNG E.Consumer-based brand equity:Comparisons among Americans and South Koreans in the USA and South Koreans in Korea[J].Journal of Fashion Marketing and Management:An International Journal,2008,12(1):24-35.
- [15]TONG Xiao,HAWLEY J M.Measuring customer‐based brand equity:empirical evidence from the sportswear market in China[J].Journal of Product&Brand Management,2009,18(4):262–271.
- [16]TONG Xiao,HAWLEY J M.Creating brand equity in the Chinese clothing market:The effect of selected marketing activities on brand equity dimensions[J].Journal of Fashion Marketing and Management:An International Journal,2009,13(4):566-581.
- [17]UNG J,SHEN Dong.Brand equity of luxury fashion brands among Chinese and U.S.young female consumers[J].Journal of East-West Business,2011,17(1):48-69.
- [18]O'Cass A,CHOY E.Studying Chinese generation Y consumers'involvement in fashion clothing and perceived brand status[J].Journal of Product&Brand Management,2008,17(5):341-352.
- [19]AAKER D A.Measuring brand equity across products and markets[J].California Management Review,1996,38(3):102-120.
- [20]SAATY T L.Decision making with the analytic hierarchy process[J].International Journal of Services Sciences,2008,1(1):83-98.