摘要在电子商务环境之下，越来越多的传统服装企业进行品牌线上延伸。但是传统服装企业在进行品牌线上延伸过程中面临诸多问题，比如：缺乏品牌个性内涵；不能满足消费者多元化的需求；线上线下产品及服务的差异；面对众多淘品牌的竞争，其独特的竞争优势不突出；品牌与消费者线上互动联结性不强等问题。而导致这些问题产生的原因是品牌线上延伸对新产品或品牌定位不准确；对线上消费者的需求不清晰；对品牌线上延伸产品及线上服务不足；没有充分利用大数据对产品及市场进行分析；缺乏品牌与消费者之间联结的桥梁。89039

本文采用文献法和案例分析法相结合的方式，研究影响传统服装企业品牌线上延伸的影响因素，并主要结合具有一定代表性的传统服装企业——太平鸟品牌线上延伸案例，提出传统服装企业品牌线上延伸相应的策略。

Abstract：In the e-commerce environment, more and more traditional clothing enterprises extend the brand online。 But the traditional clothing enterprises in the process of brand extension on the face of many problems, such as: the lack of brand personality content; can’t meet the needs of consumers persified; online and offline products and services differences; the face of many Amoy brand competition, its Unique competitive advantage is not prominent; brand and consumer online interaction is not strong and so on。 The reason for these problems is that the brand line extends to the new product or brand positioning is not accurate; on the online consumer demand is not clear; on the brand line extension products and online services; not make full use of large data on the product And the market for analysis; lack of brand and consumer link between the bridge。源Y于U优I尔O论P文W网wwW.yOueRw.com 原文+QQ75201-8766

This paper uses the method of literature and case analysis to study the influencing factors of the extension of brand line of traditional clothing enterprises, and mainly combines the traditional garment enterprises with some representative characteristics - the extension of the brand of Taiping Bird brand, put forward the traditional clothing enterprise brand Online extension of the corresponding strategy。

毕业论文关键词：传统服装企业；品牌延伸；品牌线上延伸；策略

Key words: Traditional clothing enterprises；brand extension；Online brand extension；Strategy

目录

1 引言 4

1。1 研究背景 4

1。2 研究意义 4

1。3 研究方法 5

2 研究现状 5

2。1 服装品牌研究 5

2。2 品牌延伸研究 5

2。3 品牌线上延伸研究 6

3 基于品牌关系来自优Q尔W论E文R网wWw.YouERw.com 加QQ75201.8766 五级金字塔模型的服装品牌线上延伸策略 7

3。1 品牌线上延伸概念 7

3。2 品牌关系五级金字塔模型 7

3。3 服装品牌线上延伸策略 8

4 传统服装企业品牌线上延伸策略研究——以太平鸟为例 9

4。1 太平鸟概述 9

4。2 太平鸟品牌线上延伸分析 10