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1、近年來，隨著內(nèi)需不斷擴(kuò)大，價(jià)格指數(shù)持續(xù)上升，內(nèi)需成了我國(guó)服裝行業(yè)發(fā)展的原動(dòng)力。但隨著中國(guó)加入WTO,國(guó)際名牌蜂擁而入，更多海外品牌對(duì)中國(guó)市場(chǎng)躍躍欲試,直接造成了國(guó)內(nèi)品牌與國(guó)際品牌Z間的激烈競(jìng)爭(zhēng)。再加上品牌和審場(chǎng)細(xì)分早已不僅僅局限在品種、檔次、區(qū)域的進(jìn)一步細(xì)分，更表現(xiàn)在以產(chǎn)品風(fēng)格和消費(fèi)群細(xì)分為特點(diǎn)的深度細(xì)分。而對(duì)國(guó)際品牌進(jìn)入屮國(guó)市場(chǎng)帶來的巨大競(jìng)爭(zhēng)壓力、內(nèi)需擴(kuò)大帶來的機(jī)會(huì)、市場(chǎng)細(xì)分的必然發(fā)展趨勢(shì)，采取何種品牌戰(zhàn)略以順應(yīng)市場(chǎng)要求、尋求生存發(fā)展，成為我國(guó)服裝企業(yè)首?？紤]的問題。木文通過分析美特斯邦威服飾股份
2、有限公司的多品牌戰(zhàn)略，希望為木土服裝企業(yè)品牌戰(zhàn)略的選擇提供可借鑒的思路和方法，提高我國(guó)服裝企業(yè)在國(guó)際市場(chǎng)屮的整休競(jìng)爭(zhēng)能力。本文第一章闡述了研究的背景、意義，以及國(guó)內(nèi)外關(guān)于多品牌戰(zhàn)略的研究現(xiàn)狀；第二章介紹了多品牌的基礎(chǔ)理論，并舉例說明多品牌戰(zhàn)略在國(guó)內(nèi)外服裝企業(yè)中的運(yùn)用情況；第三章先從動(dòng)機(jī)、環(huán)境以及實(shí)施措施三個(gè)方面對(duì)美特斯邦威的多品牌戰(zhàn)略進(jìn)行分析,然后結(jié)合所學(xué)理論知識(shí)，從公司戰(zhàn)略、有效性和存在的隱患方面對(duì)美特斯邦威的多品牌戰(zhàn)略進(jìn)行評(píng)價(jià)；最后，對(duì)美特斯邦威的多品牌戰(zhàn)略進(jìn)行整體總結(jié)。關(guān)鍵詞：美特斯邦威；多品
3、牌；戰(zhàn)略AbstractInrecentyears,withtheexpandingofthedomesticdemandandContinuingrisingofthepriceindex,thedomesticdemandhasbecomethedrivingforceofthedevelopmentoftheapparelindustryinChina?However,withChina'saccessiontotheWTOandtheenteringoftheinternationalbra
4、nd-nameindroves,moreoverseasbrandsareeagerfortheChinesemarket,whichbringsaboutthefiercecompetitionbetweenthedomesticbrandsandtheinternationalbrandsdirectly.Inaddition,thebrand'sandthemarket'ssubdivisionhavebeenalreadynotonlylimitedinthevariety,thegrade
5、andtheregion，sfurthersegmentation,butalsodisplayedinthedeepsegmentationforthecharacteristicsofsubdivisionintheproductstyleandtheconsumergroup.Asaresult,ithasbecometheprimaryproblemthatwhatkindofbrandstrategytousetosuitthemarketrequirementsandtoseekthes
6、urvivalandthedevelopmentbyourlocalgarmententerprises.Thispaperanalysesthemulti-brandstrategyofMetersbonweFashionCo.,Ltd.Thepurposesaretoprovideideasandmethodsforthelocalgarmententerpriseswhentheychooseabrandstrategyandtoenhancetheoverallcompetitiveness
7、oftheChinesegarmententerprisesintheinternationalmarket.Inthispaper,thefirstchapterelaboratesthebackgroundandthesignificanceofthestudy,aswellasthepresentsituationoftheresearchonmulti-brandstrategyathomeandabroad;ChapterIIintroducedthebasictheoryofthemul
8、ti-brand,andexamplesoftheuseofthemulti-brandstrategyintheclothingenterprisesathomeandabroad;ChapterIIIfirstanalysesMetersbonwe?smulti-brandstrategyfromthreeaspects,namelyMotivation,environmentandtheimplementationmeasures,thenevaluatingi
