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随着国内童装消费的大幅度增长和童装需求的潮流化、品牌化趋势,我国童装品牌发展缓慢,多数品牌缺乏竞争力,普遍存在品牌定位不清和设计水平低下等问题。本文在童装市场细分的基础上,探析我国童装品牌的核心价值定位,指出童装企业可以从理性价值、感性价值和文化价值着手进行童装品牌核心价值的定位与建设。
With the substantial growth of domestic consumption of children’s clothing and the tide of children’s clothing demand and the trend of branding, the development of China’s children’s clothing brand is slow, most of the brands are not competitive, and the problems of unclear brand positioning and low design level are common. Based on the subdivision of the children’s wear market, this article explores the core value orientation of children’s wear brand in our country, and points out that the children’s wear enterprise can proceed with the positioning and construction of the core value of children’s wear brand from its rational value, sensual value and cultural value.