中国女装品牌情感定位研究.doc

摘要:中国女装品牌面临严峻的挑战：中国服装发展并不成熟，主要依赖于贴牌生产，品牌意识淡薄，难以做到高端，在国际中声誉度很低；中国女装发展受到外来品牌的挑战，难以形成自己独立品牌风格。

　　　情感定位的中心是建立品牌的独特风格，以获得顾客的青睐。品牌情感定位要求建立品牌的个性，品牌感性层面是一个品牌最核心的部分，它奇妙的发出信号影响着消费者的思想，能够使消费者产生高度的忠诚和归属感。依据人类情感层次，女装品牌要求能够满足审美和社会情感。随着生活节奏的日益加快，女性的压力也逐渐加大，缺乏安全感和归属感，使女性对情感的需要日趋强烈。许多消费者所看重的已不仅仅是产品的数量和质量，而是与自己关系的密切程度。尤其是情感细腻的女性消费者，她们在消费中更注重感性的选择，在购买时得到情感满足甚至是她们的逛街的目的，在挑选服装时，她们更愿意选择能与她们情感产生共鸣的品牌。即使是普通的生活用品，女性也会倾向于更符合自己喜好的产品。

　　　本文通过对女装品牌情感定位的探索与研究，分析了国内外女装品牌企业的情感定位策略，品牌情感定位过程中出现的问题，对女装品牌如何选择合适的情感定位提供的合理的意见和方案，为中国女装品牌的情感定位提供了方向和思路。

关键词：中国女装品牌；情感定位战略；忠诚度

Abstract:Chinese women's brand face serious challenges: Chinese apparel development is not mature, mainly depends on the OEM, brand consciousness, it is difficult to achieve high-end, very low in an international reputation; Chinese women's development has been the challenge of foreign brands, it is difficult to form their own independent brand style.Emotional positioning of the center is to build the brand's unique style in order to obtain the customer's favor. Brand emotional positioning requires the establishment of brand personality, brand emotional level is the most central part of a brand, it is wonderful to signal affect consumer thinking, enabling consumers to produce highly loyalty and belonging. Based on human emotion levels required to meet women's brand aesthetic and socio-emotional. With the ever-accelerating pace of life, women gradually increasing the pressure, lack of security and belonging, so that women increasingly strong emotional needs. Valued by many consumers is not only the quantity and quality, but with their degree of relationship. Especially emotional and delicate female consumers, who pay more attention in the consumer emotional choice, get emotional at the time of purchase to meet even their shopping purposes, in the selection of clothing, they are more willing to choose to work with their brands resonate emotionally .

　　　 Based on the women's brand positioning emotional exploration and research, analysis of domestic and foreign brands of women's emotional positioning strategy, brand positioning process emotional problems, how to choose the right brand for women's emotional positioning provides reasonable opinions and programs for the Chinese women's brand of emotional positioning provides direction and ideas.

Keywords: Chinese clothing brand; Emotional positioning strategy; Brand loyalty