品牌服装企业以审美化为框架的组织制品研究
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摘要
本研究结合了西方理论界关于对“企业审美化”命题及其延伸出的“组织制品”研究的关注趋势与我国品牌服装企业的发展现状,尝试以审美化的视角来考虑品牌服装企业的品牌建设和产业升级问题。
本文以企业审美化作为基本的研究框架,以企业审美化的具体实现载体——组织制品作为基本的研究单元;通过梳理借鉴并总结分析现有的文献,提出在企业审美化框架下的组织制品在企业中的作用机理,并得出其基本分类;以大量的实际调查和研究,对品牌服装企业中关键的组织制品进行识别,同时对识别结果进行实证分析,从而得出一个较为完整的品牌服装企业在审美化框架下的组织制品体系。同时,本文还分析品牌服装企业不同的品牌定位对其审美化的要求,并在此基础上结合大量实际案例对品牌服装企业在审美化框架下的组织制品体系进行综合应用分析,得出实际操作建议。
本研究实现了五个关键的创新点:首次在我国的企业管理学界引入企业审美化的研究框架;首次在我国企业管理研究中将组织制品作为研究的主体对象进行系统研究;首次从理论上对以审美化为框架的组织制品在企业中的作用机理进行一个全面的分析;首次通过理论分析与实证分析相结合的方法得出一个品牌服装企业以审美化为框架的关键组织制品体系,并且由此延伸出相关的一系列理论观点与实际管理操作建议;首次在针对品牌定位的分析中明确引入“公司品牌定位”。
This study attempts to combine the overall tendency of research focus on the topic of“The Aestheticization of Organization”and“Organizational Artifacts”with the reality of the development of brand fashion industry in the context of China; and to figure out problems about branding and business upgrading of brand fashion industry from the perspective of aesthetics.
This research applies the aestheticization of organization as the fundamental framework, and the organizational artifacts which are the major carriers of the aestheticization of organization as the basic research elements; proposes the function and the basic classification of organization artifacts in a business organization in the frame of the aestheticization of organizations by referencing, and analyzing existing literature; conducts massive field research and investigations to identify the key organizational artifacts of brand fashion enterprises; and proves the identified results by conducting empirical research therefore to establish a system of the key organizational artifacts of brand fashion enterprises. Also, this study analyzes the requirement of brand positioning towards aestheticization which provides foundation of complex analysis of the implication of key organizational artifacts in practice.
This study has achieved five major innovative inspirations: first applied the research framework to business study in China; first set organizational artifacts as the central research objects in business study in China; first analyzed thoroughly about the faction of organization artifacts in a business organization in the frame of the aestheticization of organizations; first established a total system of the key organizational artifacts of brand fashion enterprises and given practical advices about them by applying both theoretical and empirical research; first introduced the concept of“corporate brand positioning”in the analysis of brand positioning.
本文以企业审美化作为基本的研究框架,以企业审美化的具体实现载体——组织制品作为基本的研究单元;通过梳理借鉴并总结分析现有的文献,提出在企业审美化框架下的组织制品在企业中的作用机理,并得出其基本分类;以大量的实际调查和研究,对品牌服装企业中关键的组织制品进行识别,同时对识别结果进行实证分析,从而得出一个较为完整的品牌服装企业在审美化框架下的组织制品体系。同时,本文还分析品牌服装企业不同的品牌定位对其审美化的要求,并在此基础上结合大量实际案例对品牌服装企业在审美化框架下的组织制品体系进行综合应用分析,得出实际操作建议。
本研究实现了五个关键的创新点:首次在我国的企业管理学界引入企业审美化的研究框架;首次在我国企业管理研究中将组织制品作为研究的主体对象进行系统研究;首次从理论上对以审美化为框架的组织制品在企业中的作用机理进行一个全面的分析;首次通过理论分析与实证分析相结合的方法得出一个品牌服装企业以审美化为框架的关键组织制品体系,并且由此延伸出相关的一系列理论观点与实际管理操作建议;首次在针对品牌定位的分析中明确引入“公司品牌定位”。
This study attempts to combine the overall tendency of research focus on the topic of“The Aestheticization of Organization”and“Organizational Artifacts”with the reality of the development of brand fashion industry in the context of China; and to figure out problems about branding and business upgrading of brand fashion industry from the perspective of aesthetics.
This research applies the aestheticization of organization as the fundamental framework, and the organizational artifacts which are the major carriers of the aestheticization of organization as the basic research elements; proposes the function and the basic classification of organization artifacts in a business organization in the frame of the aestheticization of organizations by referencing, and analyzing existing literature; conducts massive field research and investigations to identify the key organizational artifacts of brand fashion enterprises; and proves the identified results by conducting empirical research therefore to establish a system of the key organizational artifacts of brand fashion enterprises. Also, this study analyzes the requirement of brand positioning towards aestheticization which provides foundation of complex analysis of the implication of key organizational artifacts in practice.
This study has achieved five major innovative inspirations: first applied the research framework to business study in China; first set organizational artifacts as the central research objects in business study in China; first analyzed thoroughly about the faction of organization artifacts in a business organization in the frame of the aestheticization of organizations; first established a total system of the key organizational artifacts of brand fashion enterprises and given practical advices about them by applying both theoretical and empirical research; first introduced the concept of“corporate brand positioning”in the analysis of brand positioning.
引文
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