I 中文摘要 服装是人的生活必需品，有着强烈的刚性需求。然而，随着服装企业的不断 增多，供给水平也显著提高，各服装企业为赢得同业竞争，不断制定创新战略， 越来越多的服装企业意识到，要在未来服装市场占有一席之地，就必须拥有自己 的品牌。我国一直都是服装出口大国，每年销往国外的服装数量年年攀升。然而， 这种增长更多是因为我国服装价格低廉，凭借价格优势赢得的竞争。但这并非长 久之计，要想真正将我国服装业做大做强，就必须打造世界服装品牌，获得品牌 价值，既要认识到品牌价值的内涵，更要学会科学分析品牌价值，发挥品牌价值 的优势。 本文基于HD公司的实际案例，首先对品牌价值进行了国内外文献梳理，阐 述了品牌及品牌价值的定义，以品牌价值理论为基础，详细分析了无形资产价 值理论以及顾客价值理论。通过对品牌价值的理解，继而总结了服装品牌价值 的内涵、表现以及影响因素，懂得价值评估的价值和意义。本文通过文献研究 法、案例研究法、访谈法，并运用了Interbrand价值评估模型，对HD公司进 行深入研究及品牌价值测算，对评估结果进行比较分析。 研究发现，虽然该公司品牌价值评估结果较理想，但是这不足以让HD公司 在国际市场竞争环境中占有一席之地。在对该公司资产数据进行整理分析过程 中发现，HD公司的品牌保护程度、品牌行销范围、品牌支持力度、以及品牌国 际能力分值不高。本文在对HD公司品牌价值进行深入分析和研判，并与同行业 进行了对比分析，结合公司实际提出品牌价值提升策略：增强品牌保护意识， 建立相应的品牌保护机构；扩大品牌传播途径并获取多方的关注与支持；打造 品牌个性，获取在国际市场的竞争优势。 综上所述，本文旨在通过对HD公司品牌价值的深度剖析，希望对HD公司 品牌价值提升提供切实可行的技术路径，并以此为案例促进我国服装企业持续 转型升级走向国际、参与国际竞争。 关键词：品牌价值；提升策略；服装 摘要 II Abstract Clothing is a necessity of human life, which has a strong rigid demand. However, with the increasing number of garment enterprises, the supply level has also been significantly improved. In order to win the competition of the same industry, each garment enterprise keeps developing innovation strategies. More and more garment enterprises have realized that they must have their own brand if they want to occupy a place in the future garment market. China has always been a big exporter of clothing, the number of clothing sold to foreign countries increases year by year. However, this growth is more due to the low price of China's clothing, winning the competition by virtue of price advantage. However, this is not a long-term solution. In order to make China's garment industry bigger and stronger, we must create a world clothing brand and obtain brand value. We should not only recognize the connotation of brand value, but also learn to scientifically analyze brand value and give play to the advantages of brand value.Based on the actual case of HD Company, this paper firstly reviews the domestic and foreign literature on brand value, elaborates the definition of brand and brand value, and analyzes the intangible asset value theory and customer value theory in detail based on the brand value theory. Through the understanding of the brand value, then summarized the connotation, performance, influence factors of the brand value of clothing, as well as the necessity of the evaluation of the brand value of clothing. Through literature research method, case study method, interview method, and the application of Interbrand value evaluation model, this paper conducts an in-depth study of HD company and measures the brand value, and compares and analyzes the evaluation results. The study found that although the company's brand valuation results were good, it was not enough to make HD a competitive player in the international market. In the process of collating and analyzing the asset data of the company, it is found that the brand protection degree, brand marketing scope, brand support strength and international ability of the brand of HD company are not high. In this paper, after measuring and comparing the brand value of HD Company, the author puts forward 摘要 III the strategies to enhance the brand value of the company: strengthen the awareness of brand protection and establish a corresponding brand protection organization; Expand brand communication channels and gain attention and support from various parties; Build brand personality and gain competitive advantage in the international market. To sum up, this paper aims to provide a feasible technical path for the improvement of HD's brand value through in-depth analysis of the company's brand value, and take this as a case to promote the continuous transformation and upgrading of China's garment enterprises to the international stage and participate in international competition. Key words: brand value; Promotion strategy; clothes 目录 1 1 目录 第一章 绪论 .............................................. 1 第一节 研究背景 ................................................ 1 第二节 研究意义 ................................................ 3 一、 理论意义 .......................................................... 3 二、 实际意义 .......................................................... 3 第三节 国内外研究现状 .......................................... 4 一、 国内研究综述 ...................................................... 4 二、 国外研究综述 ...................................................... 8 第四节 研究内容与研究方法 ..................................... 11 一、 研究内容 ......................................................... 11 二、 研究方法 ......................................................... 12 三、 技术路线 ......................................................... 13 第二章 服装品牌提价值基础理论 ........................... 14 第一节 品牌价值理论 ........................................... 14 一、无形资产价值理论 .................................................. 14 二、顾客价值理论 ...................................................... 15 第二节 服装品牌价值 ........................................... 15 一、 服装品牌价值的内涵 ............................................... 15 二、 服装品牌价值的表现 ............................................... 16 三、 服装品牌价值的影响因素 ........................................... 18 第三节 品牌价值评估 ........................................... 22 一、 服装品牌价值评估的必要性 ......................................... 22 二、 品牌价值评估方法 ................................................. 23 第三章 HD公司品牌价值现状分析 .......................... 31 第一节 HD公司基本情况概述 .................................... 31 一、 HD公司简介 ....................................................... 31 二、 HD公司品牌现状 ................................................... 31 三、 HD公司品牌发展战略 ............................................... 32 目录 2 2 第二节 HD公司品牌价值评估 .................................... 32 一、 评估方法选取 ..................................................... 32 二、 数据来源与分析 ................................................... 34 三、 评估过程 ......................................................... 43 四、 评估结果差异分析 ................................................. 49 五、 HD公司品牌价值比较分析 ........................................... 50 第四章HD公司品牌价值管理存在的问题及原因分析 ........... 52 第一节 HD公司品牌价值存在的问题 ............................... 52 一、 品牌个性不够突出 ................................................. 52 二、 品牌保护意识薄弱 ................................................. 53 三、 品牌传播途径单一 ................................................. 54 四、 国际化程度较低 ................................................... 54 第二节 HD公司品牌价值存在问题的原因 ........................... 55 一、 缺乏创新及适应目标群体的文化价值观 ............................... 55 二、 滞后性的追责体制不能防患于未然 ................................... 56 三、 传统的宣传手段限制了品牌受众范围 ................................. 57 四、 国际竞争力不足 ................................................... 58 第五章 HD公司品牌价值提升策略 .......................... 59 第一节 HD公司品牌价值提升策略 ................................. 59 一