摘要
通过查阅大量的相关理论,在系统分析李光斗品牌竞争力模型、Aaker品牌资产模型和Keller品牌形象模型的基础上,结合服装行业的特点构建出服装品牌竞争优势评价体系.采用专家访谈法和模糊层次分析法测算出各层级指标的权重数值,从该评价体系可以看出服装款式、版型以及产品研发技术的创新对服装品牌竞争优势的影响最为重要,其次为装修风格、服装展示、货架摆放以及服务人员素质,然后是新品对市场的适应能力以及新品的更新速度和数量.服装品牌竞争优势评价体系的建立将会为政府和企业采取有效的战略决策提供参考依据.
Through looking up a number of relevant theories and on a basis of theoretical studies on the model of brand comprtition Li GuangDou,the property model of brand Aaker and the image model of brand Keller,According to a combination of features of clothing industry,an evaluation system of competitive advantage that is about clothing brands has been formed.Adopting both interviews with experts and Fuzzy Analytic Hierarchy Process that can estimate weighted values of indexes in all levels.From the distribution of weighted value,it＇s easy to figure out that clothing pattern and the innovation of product research and development technology are very important for improving competitive advantage in clothing brand.Second importantion is to focus decoration style,clothing display,the arrangement of storage racks and the improvement of staff quality.The evaluation system of competitive advantage in clothing brands is good for governments and enterprises to reference and offer some new ideas and take some effective strategic decisions.
出处
《北京服装学院学报（自然科学版）》
CAS
2012年第1期35-42,共8页
Journal of Beijing Institute of Fashion Technology：Natural Science Edition
基金
北京市哲学社会科学"十一五"规划重点项目(10A6JG330)
关键词
服装品牌
竞争优势
评价体系
权重
clothing brands
competition advantage
evaluation system
the weighted value
