中国元素在品牌定位中的应用以gucci米兰2017春夏时装秀为例
目 录
ABSTRACT
Chinese elements are becoming more and more popular in fashion. In recent years, it is easy to see the quantity of Chinese exports, and consumers have a high demand for the orientation of the brand. However, from the market practice, there is no fixed brand to meet all consumer requirements.
From the brand point of view. In consumer consciousness, the so-called "brand" is to meet a particular consumer groups, such as age, consumer groups, and different consumption capacity of the consumer groups of special needs. At the same time, this is also the brands special charm and significance.
In this paper, through a large number of brand positioning related data investigation and collation, and in recent years, China elements on the brand impact and application of field investigation, clear the specific research direction and purpose.
Based on the study and application of brand positioning and other related knowledge, referring to the current r
*好棒文|www.hbsrm.com +Q: ^3^5^1^9^1^6^0^7^2^*
cation of field investigation, clear the specific research direction and purpose.
Based on the study and application of brand positioning and other related knowledge, referring to the current research directions and research results of many scholars, this paper introduces in detail the core essential points and basic knowledge of this article. Secondly, the thesis studies the whole process of the brand positioning and the analysis of the competition environment. Finally, it analyzes the important role of the rational use of Chinese elements in the accurate positioning of the brand.
However, in the brand positioning, not follow the trend of adding an element will be able to occupy the market, brand positioning should also consider a variety of factors. This article takes GUCCI 2017 spring and summer fashion week as an example, profoundly analyzes the application of Chinese elements in brand positioning and the role of Chinese elements in brand positioning.
Finally, through the analysis of the above conclusions, we can draw the conclusion that the role of Chinese elements in brand positioning, and the impact of corporate image, Chinese elements to promote changes in business interests, public perceptions of corporate attitudes change. Finally, it puts forward the reference significance of Chinese elements to brand positioning and corporate image building.
Key words: Chinese elements; brand positioning
一、绪论
（一）选题背景及意义
作为四大古国之一的中国存在了几千年，所以中国文化也延续了几千年。近些年来，随着中国日益的发展和壮大，“中国热”一词也渐渐兴起。越来越多的外国人开始渐渐接受并喜欢带有中国特色的产品。相较于前几年，中国刚刚对外开放的时候，人们刚刚接触外来事物，满大街的洋产品开始逐步被人们接受和喜欢。与此同时，中国元素也开始慢慢的登上了国际的舞台。
虽然说中国元素是随着中国的发展一直存在的，但是人们意识到中
ABSTRACT
Chinese elements are becoming more and more popular in fashion. In recent years, it is easy to see the quantity of Chinese exports, and consumers have a high demand for the orientation of the brand. However, from the market practice, there is no fixed brand to meet all consumer requirements.
From the brand point of view. In consumer consciousness, the so-called "brand" is to meet a particular consumer groups, such as age, consumer groups, and different consumption capacity of the consumer groups of special needs. At the same time, this is also the brands special charm and significance.
In this paper, through a large number of brand positioning related data investigation and collation, and in recent years, China elements on the brand impact and application of field investigation, clear the specific research direction and purpose.
Based on the study and application of brand positioning and other related knowledge, referring to the current r
*好棒文|www.hbsrm.com +Q: ^3^5^1^9^1^6^0^7^2^*
cation of field investigation, clear the specific research direction and purpose.
Based on the study and application of brand positioning and other related knowledge, referring to the current research directions and research results of many scholars, this paper introduces in detail the core essential points and basic knowledge of this article. Secondly, the thesis studies the whole process of the brand positioning and the analysis of the competition environment. Finally, it analyzes the important role of the rational use of Chinese elements in the accurate positioning of the brand.
However, in the brand positioning, not follow the trend of adding an element will be able to occupy the market, brand positioning should also consider a variety of factors. This article takes GUCCI 2017 spring and summer fashion week as an example, profoundly analyzes the application of Chinese elements in brand positioning and the role of Chinese elements in brand positioning.
Finally, through the analysis of the above conclusions, we can draw the conclusion that the role of Chinese elements in brand positioning, and the impact of corporate image, Chinese elements to promote changes in business interests, public perceptions of corporate attitudes change. Finally, it puts forward the reference significance of Chinese elements to brand positioning and corporate image building.
Key words: Chinese elements; brand positioning
一、绪论
（一）选题背景及意义
作为四大古国之一的中国存在了几千年，所以中国文化也延续了几千年。近些年来，随着中国日益的发展和壮大，“中国热”一词也渐渐兴起。越来越多的外国人开始渐渐接受并喜欢带有中国特色的产品。相较于前几年，中国刚刚对外开放的时候，人们刚刚接触外来事物，满大街的洋产品开始逐步被人们接受和喜欢。与此同时，中国元素也开始慢慢的登上了国际的舞台。
虽然说中国元素是随着中国的发展一直存在的，但是人们意识到中
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