CAJ | 학술논문

分析了我国童装市场的现状，并指出了我国童装品牌市场主要存在设计人才缺乏、款式风格不够新颖、面料参差不齐、价格偏高、市场细分不到位等问题。通过分析国内典型童装品牌的案例，从产品定位、目标消费群体定位、市场定位等方面来阐述童装品牌的定位策略，并运用品牌营销策略理论，分别从品牌理念、品牌定位、品牌模式、品牌营销战略4个方面对巴拉巴拉和派克兰帝两大比较成熟的童装品牌进行分析，为我国童装品牌的发展提供借鉴和参考。
분석료아국동장시장적현상，병지출료아국동장품패시장주요존재설계인재결핍、관식풍격불구신영、면료삼차불제、개격편고、시장세분불도위등문제。통과분석국내전형동장품패적안례，종산품정위、목표소비군체정위、시장정위등방면래천술동장품패적정위책략，병운용품패영소책략이론，분별종품패이념、품패정위、품패모식、품패영소전략4개방면대파랍파랍화파극란제량대비교성숙적동장품패진행분석，위아국동장품패적발전제공차감화삼고。
The paper analyzes the present situation of children’s wear market in China, and points out that children’s wear brand market in China is lack of design talents, styles are lack of innovations, fabric types are di-verse, price is a little high, and the market is not divided enough. By analyzing the cases of typical domestic chil-dren’s wear brand, the paper illustrates some positioning strategies in terms of product positioning, target consumer positioning and market positioning. Based on the theory of brand marketing strategy, considering the perspective of brand concept, brand positioning, brand model and brand marketing strategy, the paper analyzes two children’s wear brands, Balabala and PacLantic, which provides some advices to the development of children’s wear brands in China.