近年来，中国经济快速发展，人民的物质和精神文化需求不断提升。在服装选择方 面，已经不再只看注重功能性。服装生产模式的转变伴随着社会生产力的提高，也从大 规模批量生产转向个性化定制。以大数据技术为代表的新兴技术的蓬勃发展也为服装定 制欧亿·体育（中国）有限公司带来了新的方向。 本文研究首先以我国大数据为背景下的M服装企业为研究对象，以M服装定制企业 品牌形象优化为研究课题，深入探讨大数据在发展过程对服装定制企业带来的影响，分 析了服装定制欧亿·体育（中国）有限公司的特点，对比传统服装生产模式，发掘服装定制的优势，探讨大数据 和服装定制相结合对于品牌形象提升的新思路。其次借鉴国内外学者关于服装定制、品 牌形象和大数据理论以及相关概念，运用宏观环境分析、欧亿·体育（中国）有限公司环境分析的方法分析了M 企业目前所处的宏观大环境，服装定制市场的欧亿·体育（中国）有限公司竞争环境，以及M企业面临的机遇与 挑战、优势与劣势。利用产品维度、企业维度、人性化维度、符号维度的四维品牌形象 模型，分析企业的现状和问题，并提出提升品牌形象的方案。 关键词:服装定制；品牌形象；大数据 III Abstract With the rapid and healthy development of the national economy in recent years, the disposable income of residents has been increasing, and the material demand has been increasing. In the aspect of clothing selection, we no longer only focus on functionality. Along with the improvement of social productivity, the transformation of clothing production mode also changes from mass production to personalized customization. The vigorous development of new technology represented by big data technology also brings a new direction for the clothing customization industry. In this paper, first of all, the research object is m clothing enterprises under the background of China's big data, the research topic is the optimization of the brand image of M clothing customization enterprises, in-depth discussion of the impact of big data on China's traditional economy in the development process, analysis of the characteristics of market economy, comparison of traditional clothing production mode, exploration of the advantages of clothing customization, and discussion of the combination of big data and clothing customization New ideas for brand image promotion. Secondly, using the theories and concepts of apparel customization, brand image and big data from domestic and foreign scholars for reference, this paper analyzes the macro environment of M enterprise, the industry competition environment of apparel customization market, and the opportunities and challenges, advantages and disadvantages faced by M enterprise by using the methods of macro environment analysis and industry environment analysis. Using the four-dimensional brand image model of product dimension to improve the brand image. Keywords: clothing customization ; brand image; big data 目录 致谢............................................................................................................................................ I 摘要........................................................................................................................................... II Abstract .................................................................................................................................... III 第1章 绪论.............................................................................................................................. 1 1.1 研究背景......................................................................................................................... 1 1.2 研究意义......................................................................................................................... 2 1.3 国内外研究现状............................................................................................................. 2 1.3.1 品牌形象研究现状.................................................................................................. 2 1.3.2 服装定制研究现状.................................................................................................. 4 1.4 本文创新点..................................................................................................................... 7 1.5 研究方法......................................................................................................................... 7 1.6 研究框架......................................................................................................................... 8 第2章 基本概念与理论模型................................................................................................ 10 2.1 品牌形象的基本概念................................................................................................... 10 2.1.1 品牌形象的定义.................................................................................................... 10 2.1.2 品牌形象的特性.................................................................................................... 11 2.2 品牌形象的理论模型................................................................................................... 11 2.2.1 帕克等人的三维模型............................................................................................ 11 2.2.2 贝尔的三维双重性品牌形象模型........................................................................ 12 2.2.3 凯勒的品牌形象模型............................................................................................ 12 2.2.4 罗子明的五维品牌形象模型................................................................................ 13 2.2.5 范秀成和陈洁的四维品牌形象模型.................................................................... 13 2.3 品牌形象理论模型的选择........................................................................................... 14 2.3.1 服装定制的特点.................................................................................................... 15 第3章 M服装定制企业环境分析 ....................................................................................... 17 3.1 宏观环境分析............................................................................................................... 17 3.1.1 政策环境因素........................................................................................................ 17 3.1.2 经济环境因素........................................................................................................ 17 3.1.3 社会环境因素........................................................................................................ 18 3.1.4 技术环境因素........................................................................................................ 19 3.2 欧亿·体育（中国）有限公司环境分析............................................................................................................... 20 3.2.1 潜在的进入者........................................................................................................ 20 3.2.2 替代品的威胁........................................................................................................ 20 3.2.3 供应商的议价........................................................................................................ 20 3.2.4 客户的议价............................................................................................................ 20 3.2.5 现有竞争者............................................................................................................ 21 第4章 M服装定制企业品牌形象的问题 ........................................................................... 22 4.1 从消费者角度分析产品维度存在的问题................................................................... 22 4.1.1 类别单一，价值不稳............................................................................................ 23 4.1.2 款式更新缓慢，缺乏突出用途............................................................................ 24 4.1.3 原因小结................................................................................................................ 26 4.2 从消费者角度分析企业维度的问题........................................................................... 26 4.2.1 企业品质不高，欧亿·体育（中国）有限公司表现平庸.....................