服装品牌如何进行差异化竞争?依据艾·里斯和杰克·特劳特提出的“定位”理论,品牌最重要的战略就是在目标顾客的头脑中抢占第一个位置。本文以定位理论为指引,对中国六大男装品牌的差异化定位和竞争策略进行了分析,提炼出以顾客需求为中心进行品牌定位的方法流程,以供参考。 How to differentiate the clothing brand competition? According to Ai Liesi and Jack Trout’s “positioning” theory, the brand’s most important strategy is to target the customer’s mind to seize the first place. Based on the positioning theory, this paper analyzes the differentiation and competition strategies of the six major Chinese men’s brands, and extracts the methodological process of brand positioning centering on customer needs for reference.