随着我国经济社会的不断发展，消费结构转型升级不断加快步伐,中国女性内衣行业迎来新的发展格局和挑战。随着中国整体女性的物质基础水平和教育水平不断提升，女性追求独立意识的觉醒和自主消费能力的逐步旺盛，促使女性消费行为在除了满足基本需求之外，更多地寻求精神层面上的满足，由“实用性消费”转向“悦己性消费”。在这样的背景下，内衣行业过去以“性感”为导向的品牌形象塑造不再受欢迎，转向更强调女性自我，内在感受的新局面，但爱慕作为一个有着30年发展历史的老品牌，对新消费环境应对不及时，在品牌定位更策略转向过程中缺乏战略性总体规划，导致品牌形象逐渐模糊，没有形成有效区隔。反而依靠互联网崛起的新品牌近些年更受当代女性欢迎。

本文围绕新时代女性独立意识觉醒的背景，通过分析对比过去和当代女性消费文化的变化，梳理出现代女性价值观的变迁对品牌塑造的影响，明确了目标消费者价值感知的权重偏好；进一步通过内外部调研数据分析找出爱慕品牌定位在消费者感知层面的问题，并通过和竞争对手的分析对比，对爱慕品牌定位的改进和实施提供借鉴思路；最后分析通过围绕消费者感知如何将定位传递出去，通过产品承接和传播沟通等具体品牌定位实施层面的分析，提出改进建议，为更多行业品牌定位的实施提供了更系统落地的方法。

With the continuous development of China's economy and society, the transformation and upgrading of consumption structure has been accelerating, and the Chinese women's underwear industry has ushered in a new development pattern and challenges. With the continuous improvement of the material base level and education level of Chinese women, the awakening of women's awareness of pursuing independence and the gradual prosperity of independent consumption ability urge women's consumption behavior to seek spiritual satisfaction in addition to satisfying basic needs, and shift from "practical consumption" to "self-pleasing consumption". In this context, the lingerie industry's past "sexy" oriented brand image building is no longer popular, and it has shifted to a new situation that emphasizes women's self and inner feelings. However, as an old brand with 30 years of development history, Aimer does not respond to the new consumption environment in a timely way, and lacks strategic overall planning in the process of brand positioning and strategic transformation. Lead to brand image gradually blurred, no effective separation. On the contrary, new brands that rely on the rise of the Internet in recent years attract more attention and preference of contemporary women.

Based on the background of the awakening of women's independent consciousness in the new era, this paper analyzes and compares the changes of female consumption culture in the past and the present, sorts out the influence of the changes of modern female values on brand building, and clarifies the weight preference of target consumers' value perception. Further, through the analysis of internal and external research data, it finds out the problems of Aimer brand positioning in the level of consumer perception, provides reference ideas for the improvement and implementation of Aiai brand positioning through the analysis and comparison with competitors, and analyzes the specific brand positioning implementation level such as product acceptance, positioning and communication by centering on consumer perception, and puts forward improvement suggestions. For the implementation of more industry brand positioning provides a more systematic landing method.