品牌个性维度在针织毛衫产品设计定位中的应用

本文针对国内针织毛衫产品市场与产品结构情况进行了综述，分析指出我国针织毛衫产品设计定位和产品开发的欠缺和不足；然后结合国内品牌个性维度理论与实地调研资料为基础，采用演绎分析法，总结出国内品牌个性维度中针对毛衫产品常用的维度，指出品牌个性维度对产品差异化定位与开发的影响，进而对产业结构调整升级的意义。

Application of brand personality dimensions in design positioning of knitted woolen sweaters

The situation of domestic knitting sweaters products market and product structure are reviewed in this paper, the analysis points out the deficiencies and shortcomings of knitting sweaters positioning of product design and product development in our country; and then combined domestic brand personality theory with investigation data, using the deductive analysis method, summed up the domestic dimensions of brand personality in view of sweaters products commonly used, pointed out the impact on the dimensions of brand personality on product differentiation positioning and development, and the significance for adjustment of industrial structure upgrading.