摘要
为提升中国独立服装设计师品牌的核心竞争力,识别中国独立服装设计师品牌竞争力发展的关键指标,文章在对其品牌生态理解及以往研究成果梳理的基础上,对相关指标进行系统性识别。共筛选出7个一级指标、16个二级指标和33个三级指标要素用以构建中国独立服装设计师品牌竞争力的评价指标体系。采用网络层次分析法分析指标间的关联关系,形成评价模型并确定各指标的权重和优先级排序。研究结果显示,新构建的评价模型能够指导中国独立服装设计师品牌核心竞争力的发展战略,能准确反应影响中国独立服装设计师品牌竞争力的重要因素。结果表明,提升其品牌竞争力的首要任务是增强品牌资源筹供力、品牌形象力和品牌创新力,其中政策扶持力度、品牌集群激励指数、销售额增长率、设计师专业素质指数和市场占有率对中国独立服装设计师品牌竞争力的影响较大。
Chinese independent clothing designer brands are clothing brands founded and operated by local Chinese designers.In recent years,China’s independent fashion designer brands have been in a state of continuous growth.Such types of brand are good at promoting and selling through the e-commerce model of brand integrated stores,buyer stores,fashion weeks,showrooms and online small batch pre-sales.They have formed an emerging brand force in China,being mainly small and medium-sized startups.However,the competitiveness of Chinese independent fashion designer brands is still in the market exploration stage,and the development of its evaluation system research and cultivation strategies is slow.As market competition intensifies,it has become increasingly important to discover and tap a brand’s core competitiveness to obtain excess profits.In order to facilitate the strategic decision making of enterprises and ensure that the core capabilities of brands or designers match market opportunities,it is necessary for us to summarize the factors affecting brand competitiveness and explore the core influencing factors and mechanisms.To enhance the core competitiveness of China’s independent fashion designer brands,the key indicators for the development of China’s independent fashion designer brands’competitiveness are identified.This study systematically identifies relevant indicators based on the understanding of the brand ecology and the review of previous research results.The brand competitiveness of Chinese independent fashion designers is investigated from the two dimensions of internal force and external force,and the internal force is divided into brand innovation power,brand resource financing and supply power,brand marketing power and brand quality support power.The external forces are divided into seven categories,including brand financial strength,brand market strength,and brand image strength,which are considered as first-level evaluation indicators.Sixteen second-level indicators and 33 third-level indicators are selected to construct an evaluation index system for the brand competitiveness of Chinese independent fashion designers.The ANP method is used to analyze the correlation between indicators to form an evaluation model and determine the weight and priority of each indicator.Compared with other evaluation index systems,the evaluation system of the brand competitiveness of independent fashion designers in China can focus on the development characteristics and operating rules of the market.It can help many small and micro independent fashion designer brand companies to clarify their own strategic flaws and scientifically and objectively identify important factors affecting the future development of the brand.The research results show that the newly constructed evaluation model can guide the development strategy of the core competitiveness of Chinese independent fashion designers’brands,and can accurately reflect the important factors that affect the brand competitiveness of Chinese independent fashion designers.The results show that the primary task to improve its brand competitiveness is to enhance brand resource financing,brand image,and brand innovation.Among them,the factors that have a great impact on the brand competitiveness of independent fashion designers in China include policy support,brand cluster incentive index,sales growth rate,designers’professional quality index,and market share.For decision makers of new brands and small and medium-sized enterprises,a complete and scientific evaluation system can quantify the brands’operating status and is a beneficial tool for brand management.The construction of the evaluation system can promote the continuous updating and iteration of the brand,and has positive guiding significance for the maintenance of industry in order and long-term high-quality development of competitiveness in China’s independent fashion designer brand market.The research on the evaluation system relies on the market environment.Therefore,as China’s independent fashion designer brand market matures,phased repair and update of the shortcomings of the evaluation system are the direction of future research.Faced with the current imperfect and unsound market mechanism,the intellectual property rights,talent and supply chain issues of China’s independent fashion designer brands are also the focus of attention.
作者
孟媚
吕成智
吴艳
唐颖
MENG Mei;L Chengzhi;WU Yan;TANG Ying(School of Design Techndogy&Innovation Design,Jiangnan University,Wuxi 214400,China;School of Management,Wuhan University of Science and Technology,Wuhan 430070,China)
出处
《丝绸》
CAS
CSCD
北大核心
2024年第9期81-88,共8页
Journal of Silk
基金
江苏高校哲学社会科学研究一般项目(2023SJYB0901)
教育部人文社会科学研究项目(19YJC760096)。
关键词
中国独立服装设计师品牌
竞争力评价
评价体系
网络层次分析
品牌生态
设计师品牌
Chinese independent fashion designer brand
competitiveness evaluation
evaluation system
analytic network process
brand ecology
designer brand
