Ӯ١ᆮۚ֩ህ॓࿐࿐БJournal of Chengdu Textile Collegeֻ27जֻ2௹(ሹֻ96௹) 2010୍4ᄅ ,(Sum96)໓ᅣщݼ:1008-5580(2010)02-021-03ర༅ڛልஇࠎၹაஇྙ֥ܱ༢ྟ刘春雨1,孙 静2(11ܼתݚလն࿐ᇏۣၜඌ࿐ჽ,ܼתᅠࡾ524088;21฿ࣃ۽ြն࿐ၜඌაڛል࿐ჽ,฿ࣃ300387)ᅋေ 通过对服饰品牌中存在的品牌基因与品牌形态因素的剖析,阐述了品牌基因a品牌形态在品牌营销中的作用,提出品牌基因与品牌形态的四重关系性,使品牌的构成要素更加细化,提升品牌营销的新理念bܱՍ 服饰品牌 品牌基因 品牌形态ᇏٳোݼ:F76813 ໓ངѓ്:A இቔູགྷսࣜ࠶ഠ߶ؿᅚ֥Ӂ,ၘࣜᄝ္൞၂ဢ,൞၂۱இљႿఃஇ֥۴Чದૌ֥ളࠃᇏᄽ۴bቔູڛஇط,இࠎေ,൞၂۱இ֥ਲ߿෮ᄝbေडஇࠎၹ,ၹ֥ಒ৫აஇྙ֥ປྟϜၘࣜᄝ֒ࣂڛࣼсྶᄝھো֥൳ᇙ֥טࠎԤഈ༅ԛஇஇႏཧᇏэ֤ႭູᇗေbᆞಒϜაޙਈਆ֥ܱܓઙथҦࠏbٳ༅இ֥ܓઙथҦࠏᆀ֥ቔႨაཌྷܱ༢֥ܒӮေି႕ཙஇؿᅚၛࠣ۲ܓઙࠏေ֥ᇶՑᇗ,Ֆطഡקஇ֥ٚཟ,ؓஇ֥Ӯۿঔᅦ္႞ᇂၐb֥ࠎၹ෮ᄝbᄝؓఃࣉྛധೆ֥࣮ٳ༅,ުቋ1 இࠎၹ)))थקஇඋྟ֥ଽᇔႨ၂۱หק֥ۀটጫ၂۱קཟ֥இނྏᄝေࡎᆴbೂᄝڛልஇࠎၹ֥ጫᇏ,ࣁ০টଳል൮༵ૌඪஇ൞ߌა่ࡱ֥Ӂbൗࡗ֥/ࣁ০ট,ଳದ֥ൗࢸb0ಞളࠃᄝ֒ࣂॹࢫሽຣᄝӁളӮӉݖӱᇏ൞Ⴕ၂ק֥Мࣟ,൞ᄝ֥൧ଳದႵਔࡅ֥ۋत,҂ᄜູࡅ๖֥ᆚӘaࢧ၂ק֥ၹ౺༯֤ၛൌགྷ֥bॖၛඪஇ֥Ӂ֥֡࿅སa෫൙ِ֥ಠ෮႕ཙ,ૌॖၛಆദྏ֥ള္ླေ฿ൈֹ০ದބ,ᆃᇕಌ၂҂ॖbൈࡗ࿙ᅳඋႿଳದ֥ॢࡗ,ॖၛሱႮֹӎซ,ࣿ൞၂۱൙Ӂള෮ླ֥൮ေ่ࡱbહဢ֥ൈ؍ඏbᆃࣼ൞ࣁ০ট෮ᅚགྷ֥இࠎၹ,ᆇᆞ֥ଳႋھቓહದ֥ൗࢸbૌህᇿਔଳದ֥ളࠃ,ሂᇾਔଳದ,હဢ֥ൈ؍ႋھᄸહቓ,ေႵ֥٢൏,ᆃဢҌିቓݺؓஇ֥ൈࡗܱ༢֥ᆞಒϜ֥ܱ෮ᄝ,ૌᆩ֡ଳದᆇᆞླေ֥൞હ,෮bൈ,ֹ০აದބ൞Է৫இ෮ླေ֥႗ၛૌӮۿਔbဢ,ᄝᄎஇᇏ,ೂݔରक़ࡱၹb၂۱ݺ֥இֿᄯᆀေૼಒሱ࠭෮ԩ֥(NIKE)ၘࣜᅝ໊ਔ/ࠗ౦0,έְղථ(ADIDAS)ߌၘࣜᅝ໊ਔ/८0,طୡ(LiNing)ೂݔ္۵ሢ,ᅟᄝ҂֥࢘؇ಀബ൪ሱ࠭,ط҂൞ۚۚᄝഈ,ڤ൪ದ,ᆺႵᆃဢҌିປӮ၂۱Ӯۿஇ෮ු/ࠗ౦0ބ/८0,ၐ൞ࡼሱ࠭ഉ҂ሐൌ֥ऎႵ֥ࠎЧ่ࡱbദุݖᄪВᄝਔֱದ֥శ१༯bؓՎ,ୡಖطؓႿஇࠎၹটඪ,ॖၛඪ൞ჷႿ൳(LiNing)ᄝಒקஇ০ၭ֥ނྏුׄൈ,ಃޙᇙ,ჷႿࣩᆚؓ൭,ჷႿሱദ֥၂ᇕଽᄝ֥આࠠၹਔдՎ֥֤ാ০р,त֤ೂݔ۵ରक़aέְղථਆb၂۱ᆇᆞ֥இсಖ൞၂۱Ⴕሢଖᇕ܋หնऍᆰ૫ؓॆ,ໃট֥ࣩᆚࡼ߶۷ࡆҙਛ,ѩᇉ֥ದಕඔऌ९,طஇࠎၹᄵ൞இᆃ۱ದಕႮႿሱ֥࠭ఒြބஇିܔᄝᇉބ౦ۋҪ૫ᆦඔऌ९Ⴕሢ/ଖᇕ܋หᇉ0֥ת༆bॖၛඪӪ/ࠗ౦0ބ/८0ු֥ሧჷޓഒ,აରक़ބέஇࠎၹࣼཞದ֥ࠎၹ၂ဢbॖၛ࿊ᄴᄸહဢְ֥ղථؓॆሱ࠭ड़ק҂ֱbႿ൞,ୡ࿊ᄴਔ߭ളࠃٚൔ,࿊ᄴᄸဢ֥ࡎᆴܴ,൞҂ܵᄸહڿх,ࡼࢊׄࠢᇏᄝਔਸ਼ຓ၂۱ܱथҦܓઙࠏэ,ື၂ીႵڿэ֥ࣼ൞֥ࠎၹbஇࠎၹ/ބ0ഈbᄝ/ބ0֥ුׄഈ,ୡ(LiNing)൬۠ರ௹:2009-11-13ֻ၂ቔᆀ:ਾԽ(1985-),ଳ,ޑࡾఊఊݗغದ,ᇹ࢝,08ࠩණൖ࣮ൖ;࣮ٚཟ:ڛልഡ࠹ંࠣႋႨb
22Ӯ١ᆮۚ֩ህ॓࿐࿐Б 2010୍4ᄅ ൞ᅝऌሢֻ၂ק໊ॢࡗ֥,ದۍაᆭᆰ૫ᆚڃbႏཧᇏᅝႵ҂ॖูս֥ᇶᆻ่ࡱ໊֥ᇂbطቔູਸ਼ຓ,ୡᅳ֞ਔଽ҆இ໓߄ބቔြٚൔؓஇࡎᆴଽᄝܒӮေุགྷᆀ֥இྙᄵऎႵ/ބ0֥ᆦӪׄbႵਔᆃུᆦӪ֥ׄᆦӻ,ьି߄֥ॖэ֥ᇶᆻေਵ,ѩຶಡᇶᆻေ֥இႵቀܔ֥Ⴎಞܤग़ཌྷྐ/Ⴈୡ,۷ބ0bුࣉྛіའ߄֥षຉྟԷྍႳ༤bୡ֥இࠎၹ္ࣼᄝՎࠎԤᆭഈ֤֞ਔቋն߄֥311 ᇶՑྟᅚགྷ,Ӯູᇏݓ֒ᆭ֥ݓӁஇbஇࠎၹაஇྙ֥ކӮေᄝஇႏཧ2ᇏऎႵނྏᆭۿbཌྷؓႿஇఃܒӮေط இྙ)))இඋྟ֥ଽᄝܒӮေ,இࠎၹᅝऌሢਵಆअ֥ނྏֹ໊,ۚۚᄝྙഈ,ః෮Ⴕ֥ܒӮஇ֥ቆӮေ֥קᇅაܿ,ቔູ၂ᇕࢲܒေ,ุགྷሢ൙ᄝ၂ק่ࡱ༯֥іགྷྙൔbᄝ5ඪ໓߃ေຶಡᆃ۱ނྏࣉྛᆜุϜbᆺႵૼ6ᇏ:/ྙ,འྙ,္,ၩ္b0္ࣼ൞ඪྙ൞၂ᇕ߄֥іགྷൌಒஇނྏ֥ނྏ෮ᄝ,Ҍି۷ݺֹૼಒุஇ֥ႏཧٓൔ,౼֤ႏཧᇶՑྟ֥ކ߄Ϝ,ᄵ൞ᄝྙ֥߄ࠎԤᆭഈࣉྛ֥ၩ֥Ԯ־,ಀіགྷ၂ᇕྍ֥ၩའbஇྙቔູஇႏཧᇏb֥ྍۀ,ᇶေ൞ᆷູஇྙའิ܂၂۱(ࠇ၂312 ֩ྟ༢ਙཌྷؓႿஇࠎၹაஇྙ֥ᇶՑྟط,)ऎႵѓᆽྟ֥൪तჭbؓႿཨٮᆀটඪ,இྙсྶ൞၂ᇕႵྙ֥aᇉ֥aऎའ߄֩ྟ۷؟ֹ൞఼טᄝஇނྏ֥Ϝ֥ࠎ֥bᄝڛልஇᇏԤഈ,ֹ֩ुրܒӮஇႏཧଆൔ֥இྙ,ChristianDiorᄝ1947୍ԛ֥/NewLook0ྙའູఃஇྙ֥ಒ৫קਔܒӮေ,ؓఃނྏაൌุіགྷྙൔഈ֥ϜࠎԤb൮༵ေቓ֞ᆇᆞၩၬഈ֥ႏཧ֥ቋն߄ົ؇b,ᆃᇕྍ֥ሢል҂ࣇ൞ྍڄષ֥ྙᇉ߄,္൞၂ᇕൎ໓߄ऎའ߄֥Ӂ,313 Ҁྟ෮ጫ֥҂ࣇࣇ൞၂ᇕྍ֥Ԭሢڄષ,۷ିุགྷஇྙቔູஇႏཧܒӮေ֥ᇶေܒӮ၂ᇕഠ߶ൎဆэ֥сಖྟbཌྷؓႿஇࠎၹটڸࡱ,ؓஇࠎၹ֥ྙӮაປऎႵҀԉቔႨbඪஇྙ֥ሱႮቆކაܒӮٚൔ֥҂Ϝ,ؓ,இྙ֥ࠃྟაഥᅚྟ۷ࡆॺٗbቔູၛੀྛູᇶ֥֝ڛஇ,ґ֥ੀྛaॻൔ֥ੀཌྷؓႿܛ৫ჱ֥இࠎၹӁളჱ৯,இࠎྛa۽ၜ֥ੀྛaٓൔ֥ੀྛ֩֩၂༢ਙཨٮුၹ֥ࠃྟղ֞ቋն߄bൈ,இނྏࡎᆴ֥߶႕ཙڛஇ֥ᆜุྙ֥ಒ৫b္ॖၛඪஇࠎၹൈ္ູஇྙ֥Ӯྙಒ৫ᆷૼਔ֡ਫ਼bஇࠎၹ֥ಒ৫ؓஇڄ֥۬൧ӆק໊ඪ֥ෛࠏэ߄ྟ൞ӑభ֥bູՎ,ቔູஇႏཧૼ,ڄ۬ၹ߶൳֞ੀྛၹ֥Ԋࠌ,၂۱ૼಒ֥ᇏଽᄝܒӮေ֥இྙࣼေ๙ݖؓӁྙ֥ᆜุᆜކ,ࣉྛ߄ၰี֥ᇶุྟϜ,ሂᇾଽஇނྏ߶ႵֹིϜᇾஇ֥ᇶᆻ,ᄝ֥Чᇉྟ֥இᇶᆻු,ղ֞இྙა҂߶֝ᇁஇྙ֥۴ࠎb314 ၂ྟஇܿ߃Ӊჹٚཟ֥ሸކྟ֥၂bೂ۪ڛልં൞ሱಖഠ߶֥ࣉ߄,ߎ൞ದোഠ߶֥ؿஇתК(NE#TIGER)۳ದ֥ۋत൞֥ۚa҂ᅚ҂षླྀט၂ᆃ၂ѐᆣbဢ,ᄝࣜॖԨଃ֥bתК֥ྡྷაӑُຂ֥ۚ,ಞ࠶ഠ߶ۚ؇ؿղ֥ࣂ฿,ླྀט၂ᄝஇႏཧᇏದႵ၂ᇕრ࣍რ֥Ⴑშۋb࣐ܵೂՎ,תК֥ቔႨဢ္൞҂ಸޭ൪֥bஇࠎၹಒ৫აഠ(NE#TIGER)֥இྙಒൌӯགྷԛљႵ၂ى߶ߌ֥ླྀט၂,இྙაஇࠎၹ֥ླྀטڄᄒ֥ཨٮුbෲ҂ཞְύ(DIOR)ପဢ၂,இ൳ᇙაஇࡎᆴ֥ླྀט၂֩;֩ൈഉऎႵପહྜଢ֥,ط۷؟ֹ൞Ԯ־၂ᇕཨٮࢸીႵܛ৫֥൙,இ္൞ೂՎbીႵਔ၂b֥ᇏݓۚࠩקᇅڛ۳ದ֥இྙधࣼၩሢാಀਔቐϽႷф,ᄝ࿓ྒྷڄ֥இഅ҂Ⴟݓຓնஇ,۷ն۷؟ֹ൞఼ט၂ᇕᇏݓ֥aݚᇏ၂۱ದੀ,ቋᇔ߶ሼཟӁb෮ၛ,ᄝஇቂ֥aൗࢸ֥ᇏݓ໓߄֥Ԯ־,ࣉطղ֞߄აႏཧᇏ,ૌေϜᇾஇࠎၹაܒӮஇ֥۲ၩའ֥ކؽູ၂,ൌགྷஇྙ֥ၩކ၂bܒӮေ֥ܱ༢,ᆇᆞղ֞இࠎၹაஇྙ3 ڛልஇࠎၹაஇྙ֥ܱ༢֥ླྀט၂,ᆺႵᆃဢҌିղ֞၂ೂ࠻ສ҂ໆڄஇࠎၹቔູஇ֥ނྏࡎᆴ,ᄝڛஇ֥ᆇᆞஇb
ֻ2௹ਾԽ,࣡:ర༅ڛልஇࠎၹაஇྙ֥ܱ༢ྟ234 ཬࢲҕॉ໓ངᄝڛልஇᆃ۱ധ҂ָ֥അݚᇏ,ૌေ[1]ᇒӑफ1डஇDNA[EB/OL]1ಆ౯இຩ,ᆞ൪ܒӮஇ֥۲۱ေᆭࡗ֥ܱ༢Ϝ,ሂᇾhttp://www1globrand1com/2009/1846291shtml1200913ނྏ֥ѓሙᇶᆻ[2]ွ৫Ӵ1ᇏ༆ڛልൎ[M]1Кࣘ:ᇏݓ١ᆮԛϱ,ࡔӻ၂۱ނྏaಆ૫ຶಡaູၹݔaླྀטؿᅚੂሳٚᆌbૼಒஇࠎၹഠ,20021[3]֒ᖮ1༆လڛልൎ[M]1Кࣘ:ۚ֩࢝ტԛϱ֥ނྏࡎᆴุགྷ,ቓ֞இࠎၹູఒြളթᆭ۴ഠ,20051Ч֥ჰᄵ,ᆞಒϜஇࠎၹაஇྙ֥ܱ༢,[4]້ೂम1ࠎႿஇ֥Ӂྙܒࡹ֥࣮[D]1ᆺႵᆃဢ,ڛஇҌିᄝഅݚᆚϟᇏຂ႖طԛ,฿ࣃ۽ြն࿐,20081Ӯູഅᅞᇏ֥ᆀbAnalysisontheRelationshipbetweentheBrandGeneandBrandPatternLIUChun-yu,SUNJingAbstract:,thefunctionsofbrandgeneandbrandpatterninbrandmarketingwereelaborated,:garmentbrand,brandgene,brandpattern (上接20页)ResearchReportonUpgradingtheServiceQualityinPingleAncientTownYANGQian,LUORen-yu(TourismSchoo,lChengduVocationalandTechnicalCollege,Chengdu610041)Abstract:PingleancienttownisnotonlyoneofthemostimportantscenicspotsinChengdu,butalsoaplacefortheprogram/oneshop,,:Pingleancienttown,tourismservice,quality (上接13页)ApplicationofChineseTraditionalButtoninCostumeZHANGZhan-sheng(DepartmentofGarmentEngineering,XingtaiPolytechnicCollege,Xingtai054035)Abstract:AsameansofChinesetraditionalcostume,,andthentoasymbolofcon-temporarytime,,:Pankou,traditionalelemen,tnationalcostume,moderncostume
