专业英语《外文翻译》也适用于大学生毕业的外文翻译.pdfVIP

嘉兴学院本科毕业论文嘉兴学院本科毕业论文（设计设计）外文翻译外文翻译 题目： 中国服装企业品牌发展建议 学院名称：设计学院 专业班级：服饰 161 专升本 学生姓名：蒋小娇 一、 外文原文 原文 Brand Development Suggestions of Chinese Clothing Enterprises ZHANG XiaZHANG Xia Abstract According to the analysis of the current situation and problems of Chinese clothing brand, the corresponding measures are raised from three aspects of brand positioning, brand broadcast and brand extension strategy. Some guidance and reference value is provided for the brand building and upgrading of Chinese clothing brand. Key words Clothing brand; brand positioning; brand broadcast; brand extension strategy 0 Introduction Along with the rapid development of the country market-oriented economy and technology, Chinese clothing enterprises as the basic industry of the national economy, providing a large number of inexpensive clothing for domestic and foreign markets, is also booming. But in recent years, with the worsening of the international economic situation and domestic economic slowdown in the pace of development, the development of Chinese apparel industry has entered a bottleneck period. Since 2011, with the rising of RMB exchange rate, domestic inflation becoming more and more serious, shrinking of international demand and other unfavorable factors, Chinese garment industry has been affected seriously. Furthermore, confronted with foreign apparel brands flooding the domestic market, domestic brands appearing serious brand homogeneity, brand customer perceived value not high and many other problems as well, Chinese clothing brand, which is at an early period of development, “attacked front and rear”. Therefore, developing and upgrading our country clothing brand image, optimizing the domestic brand market, enhancing competitiveness and improving the international visibility is urgency. The serious homogenization garment enterprises, which is facing with fierce competition from domestic and foreign markets, have a good brand, and communicate with consumers, and understand the needs of the consumers, and build consumer groups for enterprise, only thus they can gain a foothold in the crowded survival of the fittest domestic clothing market, can occupy a certain seat in the brand everywhere flourishing foreign clothing market, then can continue to keep good survival situation. Enhance the brand addition value with a variety of strategies: boost sales, dominate the market though combination of philosophy, culture, market segmentation, channel optimization, quality enhancement, service improvement, promotional and other brand marketing strategy. 1 The basic concept of clothing brand 1.1 Brand concept American Marketing Association suggested that the brand is a name, term mark, symbol or design, or their combination with each other, to recognize products or services of a seller or a group of sellers, and make it contrasted with the competitors products or services 2. For customers, the brand needs memory point. Only the brand of customers recognition can be successful one. 1.2 Clothing brand concept Clothing brand refers to businesses through marketing and advertising establish product image and character in the consumers mind, is a comprehensive reflection of the internal quality and external features of the clothing product. Brand management is an advanced stage of enterprise competition following the pure competition of product competition, price competition, technological competition, service competition, is a synthesis of various methods. The rapid development of the apparel market and fierce competition gave birth to the apparel brand management philosophy. Apparel brand management is the creation maintenance and management of the brand, regarded brand as the capital, through mergers and acquisitions, joint other means to achieve grow bigger, increase efficiency and rapid development purposes, to make the garment enterprises obtain greater benefits and market expansion. By operating, to accumulate the brands strength, and to create a good clothing brands image, therefore establish customer loyalty, and create brand advantage, then through the maintenance and strengthening of the brand advantage, ultimately get to establishment and development of the brand. 2 Development status of Chinese clothing brand3 After 20 years of development, Chinese clothing enterprises generated a large number of domestic brands and domestic famous brands. However, compared with international brands, domestic brands have a big gap in brand management, marketing and many other aspects. Chinese clothing brand gradually rises in the 1980s, with the development of economic globalization, the nation clothing brands have developed from simple“design and manufacture”to a “brand creation”era which in the core of“fashion quality”. Although Chinese clothing brands have indeed made great achievements over these years, but compared with developed countries, there are still some gaps and problems in the nation clothing brand. At present, the current development of Chinese clothing brand has the following characteristics. 2.1 Views from the development quantity of the clothing brand With the continuous development of the garment industry and the continuous strengthen of people to the brand awareness, after a business mode of mimic design, low-cost treatment, following the trend of production and OEM sales, the nation garment enterprises have realized the importance of brand strategy development. At present, in the nation market, there are about 100,000 apparel brands, including Li Ning, seven wolves, Bosideng, thousands of domestic famous brands. In the domestic apparel brands, mainly distributed in Beijing, Shanghai, Guangdong and other regions, which small and medium-sized enterprises and private enterprises accounted for the mainstream, these enterprises formed the main body in the development of the clothing brand through the brand differentiation, centralization and personalized. 2.2 Views from the development quality of the clothing brand Although Chinese clothing enterprises has a high market share in the country with the land, human resources and policy advantages. However, because of the lack of originality of the clothing brand, which enjoyed popularity in the world is almost zero. The sales of many famous brands in Chinese, the top 3 are all foreign brands. A research report on the ability of fashion design of every country shows that China 2.4; Japan 4.6; Taiwan 4.5; South Korea, the United States 4.3; Thailand, Indonesia 2.8. Meanwhile, the nation clothing brand development is lack of sustainability, and ranks there-four flow position in the world apparel market. According to the survey, there are about 2 000 brands were eliminated in Chinese apparel market each year, even every day an average of six clothing brands to be eliminated, the average life of each brand is very short. There is a very large gap compared with the international well-known clothing brands. 3 Development suggestions of Chinese clothing brand 3.1 Establish the brand operation and marketing mode completely Brand operation mode is taken a series of brand marketing behavior and ways of activity in the process of brand construction. It is conducted under the guidance of brand concept, is dynamic and specific reflection of the brand concept, different brand concept, the brand operation mode is also different. First train talents who are with a keen mind to the clothing fashion, and have advanced knowledge of brand operations management, thus can develop the original fashion and arts of the brand, build and improve the brand from brand position, brand broadcast, brand extension strategy and other aspects. Garment industry changes rapidly, with advances in technology, routes of transmission of clothing brands4become diversify. Brand culture audiences information collection and understanding, and the spread of brand image and maintenance can be performed directly though micro-blog, micro-letter and many other mobile communication tools the users use. 3.2 Brand positioning: Accurate positioning, enhance brand value Accurate market positioning is the basis of clothing brand development5. With the rapid development of modern society, peoples lifestyle changes rapidly. Garment enterprises as the basic industry of national life, should always keen to detect the fashion trends in national life, especially in the case of rapid development of Internet culture, use new media and other ways to sophisticated market research and feasibility study for the brand to achieve the purposes of accurate positioning. If brand positioning is successful, the unique image of the brand can attract consumers, thereby increasing the brand value. Nowadays most consumers choose a brand is in fact choose a life advocate, which can highlight the personality, different from others. So a brand lack of features is difficult to get consumers, of course will not be able to promote the brand forward successfully. Therefore, the first step of the development is to create a brand clothes to the target consumers personality. Many stars according to their own characteristics of popular with the audiences, creating their own personalized clothing brand. Such as, Xie Na-Huan-type, A Xin-stay real, Luo Zhixiang-stage, LI Chen-NPC, Edison Chen-CLOT, Du Haitao-Mr. Xiong, and so on. They attract a large number of fashion loyal customers though communicate with their brand audiences or to say their fans. 3.3 Brand broadcast: Use the modern route of transmission, create a unique brand culture, improve the perception of the brand value of the customers Companies should correct understanding, in addition to material consumption function, clothing also need to have some culture to meet the spiritual needs of consumers, clothing is a symbol of a persons taste and highlight of personality. With more and more foreign brands to enter the Chinese market, technology and equipment and other hardware factors have not become the decision key to success already and create a culture of brand penetration is what determines the success or failure of the core conditions. China has five thousand years of profound culture and so there are many design elements with national characteristics. If bind the clothing brand with these elements, the efforts that promotion Chinese clothing to the international must be able to increased, step by step to achieve the goal of an international brand. For example, the clothes with oriental national style designed by Zhang Zhaoda enjoy high reputation in the world. Thirty years of modern Chinas development also have their own cultural symbols, such as Jiang Senhai alley creative shirt-Plastered 8, printed the articles for daily use of the eighties and nineties on T-shirts, attracted a lot of nostalgic consumer base. The population of nostalgic movie can also fad a wave of change the style of clothing. Brand must be caused by the consumers attention and widespread, its unique culture accepted by consumers, thus its value can be expressed4. Mention the brand we should think some of its characteristics, symbols or memory point. For example, we hear the following brands will think of their products or features: Converse-canvas shoes, Erke-v neck T-shirt, Levis-Jeans, Chanel-new look suit, ZARA, H 品牌定位; 品牌传播; 品牌延伸策略 0、 介绍介绍 随着国家市场经济和技术的快速发展， 中国服装企业作为国民经济的基础产业，为国内外市 场提供了大量廉价服装，也在蓬勃发展。但近年来，随着国际经济形势的恶化和国内经济增速放 缓，中国服装业的发展进入了瓶颈期。2011 年以来，随着人民币汇率的不断上涨，国内通货膨 胀日益严重，国际需求的萎缩和其他不利因素的影响，中国服装业受到了严重的影响。此外，面 对国外服装品牌大量涌入国内市场，国内品牌出现了严重的品牌同质化， 品牌消费者感知价值不 高，还有许多其他问题，中国服装品牌，处于早期发展阶段，“腹背受敌”。因此，发展和提升 我国服装品牌形象，优化国内品牌市场，提高竞争力，提高国际知名度是当务之急。 严重同质化的服装企业正面临着来自国内外市场的激烈竞争， 有一个很好的品牌， 与消费者 沟通，并了解消费者的需求,为企业建立消费者团体，只有这样他们可以在拥挤的适者生存中立 足国内服装市场,在品牌繁荣的外国服装市场到哪都可以占据一定的位置，然后可以继续保持良 好的生存局面。以多种策略提升品牌附加值：促进销售，主导市场，将理念、文化、市场细分、 渠道优化、品质提升、服务提升、推广等品牌营销策略相结合。 1、服装品牌的基本概念服装品牌的基本概念 1.1 品牌理念品牌理念 美国营销协会认为，品牌是一个名称、术语标志、符号或设计，或者是他们相互结合，识别 卖方或一组卖家的产品或服务，并与竞争对手的产品或服务形成对比2。对于客户来说，品牌 需要记忆点。只有品牌的客户识别才能成功。 1.2 服装品牌的概念服装品牌的概念 服装品牌是指通过营销和广告在消费者心中树立产品形象和形象的企业， 是对服装产品内在 质量和外在特征的全面反映。 品牌管理是企业竞争的一种先进阶段，在产品竞争、价格竞争、技术竞争、服务竞争等纯竞 争的基础上，综合各种方法。服装市场的快速发展和激烈的竞争催生了服装品牌管理理念。服装 品牌管理是品牌的创造维护和管理，以品牌为资本，通过兼并与收购，共同实现更大的增长，提 高效率和快速发展的目的，使服装企业获得更大的效益和市场扩张。通过经营，积累品牌实力， 塑造良好的服装品牌形象，树立顾客忠诚度，创造品牌优势，进而通过维护和强化品牌优势，最 终实现品牌的建立与发展。 2、中国服装品牌发展现状、中国服装品牌发展现状3 经过 20 年的发展，中国服装企业产生了大量国内品牌和国内知名品牌。然而，与国际品牌 相比，国产品牌在品牌管理、市场营销等方面有很大的差距。中国服装品牌在 20 世纪 80 年代 逐渐兴起，随着经济全球化的发展，民族服装品牌从简单的“设计与制造”发展到“品牌创造” 时代，成为“时尚品质”的核心。虽然中国服装品牌这些年确实取得了巨大的成就，但与发达国 家相比，民族服装品牌仍然存在着一些差距和问题。目前，中国服装品牌的发展具有以下特点。 2.1 从服装品牌的发展数量上看从服装品牌的发展数量上看 随着服装行业的不断发展和人们对品牌意识的不断增强， 在模仿设计、 低成本处理的商业模 式下，随着生产和 OEM 销售的趋势，国家服装企业已经认识到品牌战略发展的重要性。目前， 在全国市场上，有大约 10 万个服装品牌，包括李宁、七匹狼、波司登、数以千计的国内知名品 牌。在国内服装品牌中，主要分布在北京、上海、广东等地，中小企业和民营企业占主流，这些 企业通过品牌差异化、集中化和个性化形成了服装品牌发展的主体。 2.2 对服装品牌发展质量的看法对服装品牌发展质量的看法 虽然中国服装企业在国内占有很高的市场份额，但在土地、人力资源和政策上都有优势。然 而，由于服装品牌缺乏创意，在世界范围内广受欢迎几乎为零。许多著名品牌在中国的销售，排 名前三的都是外国品牌。一份关于各国服装设计能力的研究报告显示中国 2.4; 日本 4.6; 台湾 4.5; 韩国，美国 4.3; 泰国、印尼 2.8。与此同时，民族服装品牌发展缺乏可持续性，在世界服 装市场上排名第四。调查显示，中国服装市场每年约有 2000 个品牌被淘汰，即使平均每天有 6 个服装品牌被淘汰，每个品牌的平均寿命也很短。与国际知名服装品牌相比，差距很大。 3、中国服装品牌发展建议、中国服装品牌发展建议 3.1 全面建立品牌运营和营销模式全面建立品牌运营和营销模式 品牌经营模式是在品牌建设过程中采取一系列品牌营销行为和活动方式。 它是在品牌概念的 指导下进行的，是品牌概念的动态和具体体现，不同的品牌理念，品牌运作模式也不同。 首先培养对服装时尚感兴趣的人才，具备品牌运营管理的先进知识， 可以发展品牌原有的时 尚与艺术，从品牌定位、品牌传播、品牌推广策略等方面提升品牌形象。服装行业迅速变化，随 着技术的进步，服装品牌的传播途径4变得多样化。品牌文化受众的信息收集与理解，品牌形 象与维护的传播可以直接通过微博、微信以及用户使用的其他移动通信工具进行。 3.2 品牌定位品牌定位:精准定位，提升品牌价值精准定位，提升品牌价值 准确的市场定位是服装品牌发展的基础5。随着现代社会的迅速发展，人们的生活方式发 生了迅速的变化。服装企业作为国民生活的基础工业,应该总是渴望发现国民生活的时尚潮流,尤 其是在网络文化的快速发展的情况下,使用新媒体和其他方法复杂的品牌市场调查和可行性研究, 实现精确定位的目的。 如果品牌定位成功， 品牌的独特形象可以吸引消费者， 从而提升品牌价值。 如今， 大多数消费者选择品牌实际上是选择生活的倡导者， 这可以突出个性， 不同于他人。 因此， 品牌缺乏特征很难得到消费者，当然不能成功地推动品牌前进。因此，发展的第一步是为目标消 费者的个性打造品牌服装。 许多明星根据自己的特点受到观众的欢迎， 打造自己的个性化服装品 牌。如:谢娜-Huan-type，阿信-stay real，罗志祥- stage，李晨- NPC，陈奕迅-CLOT，杜海涛- Mr 熊，等等。他们吸引了大量的时尚忠实客户，尽管他们与自己的品牌受众进行了交流，或者说是 他们的粉丝。 3.3 品牌传播品牌传播:采用现代传播途径，创造独特的品牌文化，提高消费者对品牌价值的感知采用现代传播途径，创造独特的品牌文化，提高消费者对品牌价值的感知 公司应该正确认识，除了物质消费功能，服装也需要有一些文化来满足消费者的精神需求， 衣服是一个人的品味的象征和个性的突出。随着越来越多的外国品牌进入中国市场，技术、设备 等硬件因素尚未成为决定成败的关键，打造品牌渗透的文化决定了核心条件的成败。 中国有五千多年深厚的文化底蕴， 因此有许多具有民族特色的设计元素。 如果将服装品牌与 这些要素结合起来， 推广中国服装对国际的努力就必须得提高， 一步一步地实现国际品牌的目标。 例如，张肇达设计的东方民族服装，在世界上享有很高的声誉。30 年的现代中国的发展也有自 己的文化象征，比如江森海巷创意衬衫贴，印上 80 年代和 90 年代 t 恤衫上的文章，吸引了很多 怀旧的消费群体。 怀旧电影的人群也可以掀起一波改变服装风格的风潮。 品牌必须引起消费者的 关注和广泛的关注，其