中观视角服装品牌价值评价及其比较研究

从中观视角进行服装品牌价值的综合评价及子行业比较,为我国服装品牌价值提升和战略升级提供借鉴。首先通过上海市152名消费者和92位全国服装业内专家对评价指标进行权重评价,运用因子分析法构建服装品牌价值评价综合模型。在此基础上,选取我国服装市场有代表性的153个品牌,通过在6个城市2 215位消费者和97名专家对其品牌价值指标的评价收集原始数据,对我国服装市场各子行业服装品牌价值进行比较分析。结果表明:对服装品牌价值的综合评价可以构建5个公因子层次结构模型。按方差分析可以将各子行业服装品牌价值从高到低划分为4类:国际顶级品牌、运动装品牌和内衣品牌,单品类,综合休闲类和男装品牌,女装。

Comprehensive evaluation and comparative study of apparel brand value from consumers' and experts' perspectives

This paper focuses on comprehensive evaluation and comparative study of apparel brand value from consumers′ and experts′ perspectives in order to provide a useful reference for enhancing the value and upgrading the strategy of apparel brands of our country.Weighting analysis of evaluation indexes is carried out by referring to opinions of 152 consumers in Shanghai and 92 experts over the country,and factor analysis is used to build a comprehensive evaluation model of apparel brand value.And on this basis we collect original data concerning the brand value of 153 representative brands in China′s apparel market from 2 215 consumers and 97 experts in six cities,and a comparative study is conducted of apparel brand value of apparel brands of sub-sectors on China′s apparel markets.The results show that the comprehensive evaluation of apparel brand value can build a hierarchical model of five common factors.By variance analysis,it can divide the apparel brand value of various sub-sectors from high to low brand into four categories: top international brands,sportswear brands and underwear brands;single category brands;integrated casual and men′s wear brands;and women wear brands.