[1]熊语嫣,沈 雷*.基于品牌战略影响的针织品牌延伸策略[J].服装学报,2017,2(03):258-261.
　XIONG Yuyan,SHEN Lei*.Research of Knitting Brand Extension Strategy Based on the Influence of the Brand Strategy[J].Journal of Clothing Research,2017,2(03):258-261.
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基于品牌战略影响的针织品牌延伸策略()
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《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第2卷
期数:
2017年03期
页码:
258-261
栏目:
服装品牌营销
出版日期:
2017-06-30

文章信息/Info

Title:
Research of Knitting Brand Extension Strategy Based on the Influence of the Brand Strategy
作者:
熊语嫣1; 2;  沈 雷*1; 2
1.江南大学 纺织服装学院,江苏 无锡 214122; 2.江南大学 江苏省非物质文化遗产研究基地,江苏 无锡 214122
Author(s):
XIONG Yuyan1; 2;  SHEN Lei*1; 2
1.School of Textile and Clothing,Jiangnan University,Wuxi 214122,China; 2.Non-Material Cultural Heritage Base of Jiangsu Rovince,Jiangnan University,Wuxi 214122,China
分类号:
F 273.2; F 426
文献标志码:
A
摘要:
随着中国经济的快速发展和市场竞争的日益激烈,以及目前市场细分的不断深化,品牌战略逐渐受到企业的重视。从战略角度分析品牌和产品之间的深层联系,针对针织品牌的品牌延伸策略进行分析,辩证地看待品牌延伸。通过对国内针织品牌案例的收集分析,指出针织品牌延伸策略的选择,并分析了品牌延伸策略对针织品牌的影响,为针织品牌进行品牌延伸活动提供一定的理论参考。
Abstract:
According to the recent trend of individuation and diversification of yarn dyed denim fabric, the improved enzyme rinsing technology was used to fabric washing and finishing process, taking washing and finishing was the research direction. Five of new Indigo dyed-yarn fabrics were developed and the property changing rules and mechanisms were analyzed of the designed fabrics before and after the washing processed. The results showed that the designed fabrics were of rich color, complex structure and washable property. This study could provide theoretical and practical foundation for the new product design.

参考文献/References:

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(责任编辑:卢 杰,邢宝妹)

更新日期/Last Update: 2017-06-30