服飾品牌文化研究——以著名內(nèi)衣品牌“愛慕”為例.pdf

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3、Clothingbrandculturalstudies—thefamouslingeriebrand’’AimerasanexampleAbstractBrandCulture，referstothebrandbygivingdeepandrichculturalconnotations，isthebrandinthebusinessofevolvingculturalheritage，itrepresentsthebrand’Sow

4、nvaluesandworldviewBrandislikeaflutteringbanner，brandculturerepresentsonesetofvalues，ataste，astyle，afashion，awayoflifeExcellentbrandcultureishighlyrefinedspiritofnationalcultureandhumanvaluescommongoodsublimation，Callits

5、uniquepersonalityandstyle，beyondnationality，beyondborders，beyondconsciousness，SOthatthebrandenjoyspopularsupportAfter20yearsofdevelopment，China’Sdomesticunderwearbrand—Aimer，alreadyhasamatureproductdevelopmentcapabilitie

6、s，agoodbrandreputationandaloyalcustomerbase，hasbecomealocalleaderintheunderwearindustryInrecentyears，therapidexpansionintheunderwearmarketinthecontextofAimerGroupfurtherstrengtheneditsmarketdevelopment，productlineextensi

7、on，brandcultureindepth，basedontheestablishmentofimi’S，LACLOVER，Aimermanandothersub—brand，theformationofacompletebrandsystemThisarticlefeaturesthebrandstrategyforAimer，accordingtoZhubrandhierarchyandelementsconstructed，Ai

8、merbrandculturemodelofAimerspiritofthebrandculture，brandcultureandbrandbehaviorculturematerialthreepartsoftheanalysis，andfurthertoAimer，forexample，exploretheanalysiscultureoflocallingeriebrandpositioningandbrandimagebran

9、dculturepropagationThispaperfirstchaptermainlyfordomesticandfbrei鱸brandculturestudieswerereviewed；ChapterscholarZhumainadvantageofthebrandhierarchyandelementsofculturaltheory，initiallybuiltaAimerbrandculturemodel；Chapter

10、brandspiritualculture，brandmaterialculture，brandactsasanentrypointthreeaspectsofculture，in—depthanalysisofthecurrentbrandAimerculturalstatusqu6Itisworthemphasizingthat，dueto‘thetechnicalrequirementsfortheunderwearindustr

11、yisstrong，Aimerthebrandontheanalysisofmaterialculture，thearticlefocusesonproductdevelopmentanddesignofAimerforresolution；fourthchaptertoloveunderwearshapingbrandcultureasanexample，throughAimerunderwearbrandculturebuildin