从VMP系统的角度论服装品牌个性塑造

摘要

近年来随着服装市场竞争的不断加剧，众多服装企业已经将经营生产工作的重心集中于打造服装品牌上，因此有关服装品牌运作的研究和实践也备受关注，本文就目前服装行业的背景考虑，为避免品牌同质化，增强品牌识别率，提高品牌竞争力，主要研究服装品牌个性如何提升品牌价值，使之在行业中脱颖而出。文章首先就品牌个性的概念及相关知识作了阐述；其次主要从VMP服装品牌系统的角度来寻求品牌个性与品牌融合、为品牌带来利益的途径；最后总结服装品牌个性塑造成功的方法。%In recent year, with the stronger competition in garment market, many garment companies have focused on how to build their brands better, therefore, the research and practice on garment brand operation is attracting more and more attention. Aimed at avoiding brand homogeneity and enhancing brand recognition, the paper is mainly discussing about how to increase the brand value by shaping brand personality. Firstly, the paper has elaborated what is brand personality; secondly, it seeks brand personality and integration from VMP system as well as methods to bring beneifts for brands. Fianlly, the paper has a conclusion about the methods to shape garment brand personality successfully.