羊毛衫及羊绒衫的顾客价值与价值创新

从产品的现代定义出发，阐述并分析了羊毛衫类产品顾客价值的内涵，在此基础上就品牌形象与概念消费、顾客价值与产品创新之间的关系进行了探讨。认为品牌知名度，品牌感知质量、品牌联想、品牌忠诚度是顾客在羊毛衫产品概念消费中的重点。并针对企业的实际问题，提出企业的技术创新应同产品的价值创新结合起来。将技术含量渗透到产品的价值中去，以此提升产品价值的观点。

Consumer value and value innovation for woolen and cashmere sweater

Based on the modern concept of product,an entensive anaysis was fully expressed on the essence of the consumer value in the cashmere sweater purchase.Also,an intensive discussion was made about the relationships between brand image and concept consumption,consumer value and product innovation.A conclusion was finally drawn that the brand fame,brand imagination,brand loyalty and brand sensitivity qualification are the emphasises of the cashmere sweater consupmtion.As a practical measure for the enterprises,and suggestion was finally brought up that a combination of the technique innovationand the value innovation,with the tecnique merging into the product value,is a practable way.