本文選題：服裝 + 品牌�。� 參考：《中國(guó)藝術(shù)研究院》2008年碩士論文

【摘要】： 中國(guó)的服裝業(yè),在中國(guó)經(jīng)濟(jì)全球化的過(guò)程中,呈現(xiàn)多元化快速發(fā)展的趨勢(shì),無(wú)論是為世界知名品牌加工產(chǎn)品,還是發(fā)展我國(guó)民族品牌,現(xiàn)代服裝營(yíng)銷模式對(duì)服裝產(chǎn)業(yè)起到重要的推動(dòng)作用。而我國(guó)服裝產(chǎn)業(yè)發(fā)展歷程相對(duì)較短,在行業(yè)快速發(fā)展的過(guò)程中,相關(guān)環(huán)節(jié)發(fā)展還不夠完善,諸多問(wèn)題也凸顯出來(lái)。目前我國(guó)在服裝營(yíng)銷過(guò)程中的各種營(yíng)銷策略研究較多,但還缺乏系統(tǒng)規(guī)范的體系。其中,最能體現(xiàn)品牌風(fēng)格特色和品牌營(yíng)銷理念的——陳列設(shè)計(jì)的應(yīng)用研究還存在一定的空白。是服裝品牌在開(kāi)拓、立足消費(fèi)市場(chǎng)上的重要“武器”。 陳列,作為服裝終端營(yíng)銷中的重要的營(yíng)銷策略,在我國(guó)的大多數(shù)服裝品牌中還沒(méi)有得到足夠的重視,為什么會(huì)出現(xiàn)這種情況?陳列對(duì)于服裝品牌的作用在哪里?陳列通過(guò)什么方式提升服裝品牌的競(jìng)爭(zhēng)力?陳列設(shè)計(jì),在展示服裝產(chǎn)品的同時(shí),能夠定位服裝品牌的內(nèi)涵嗎?是如何傳遞給最終的消費(fèi)者,又是如何通過(guò)視覺(jué)作用,抓住消費(fèi)者心理?這是本文主要論述的重點(diǎn)。 本文主要從中國(guó)服裝的品牌戰(zhàn)略與利益空間角度出發(fā),從賣場(chǎng)的整體形態(tài)、色彩運(yùn)用、照明設(shè)置等方面,具體的闡述我國(guó)服裝的營(yíng)銷市場(chǎng)與賣場(chǎng)陳列設(shè)計(jì)。并且通過(guò)介紹國(guó)內(nèi)外優(yōu)秀陳列的典型案例,來(lái)進(jìn)一步說(shuō)明——中國(guó)服裝品牌戰(zhàn)略目標(biāo)實(shí)現(xiàn)過(guò)程中,陳列設(shè)計(jì)的重要推動(dòng)作用。
[Abstract]:In the process of China's economic globalization, China's clothing industry is showing a trend of diversified and rapid development, whether it is processing products for world-famous brands or developing national brands in China. Modern fashion marketing mode plays an important role in promoting garment industry. However, the development of China's garment industry is relatively short. In the process of rapid development of the industry, the development of related links is not perfect, and many problems are highlighted. At present, there are many researches on various marketing strategies in the process of clothing marketing in our country, but there is still no systematic standard system. Among them, there are still some gaps in the application research of display design, which can best reflect the brand style and brand marketing idea. Is the clothing brand in the development, based on the consumer market important "weapon". Display, as an important marketing strategy in clothing terminal marketing, has not been paid enough attention to in most clothing brands in our country. Why does this happen? What is the role of display for clothing brands? How can display enhance the competitiveness of clothing brands? Display design, in the display of clothing products at the same time, can locate the connotation of clothing brand? How to pass to the final consumer, and how to grasp the consumer psychology through the visual role? This is the main point of this paper. This article mainly from the Chinese clothing brand strategy and the benefit space angle, from the sale shop overall form, the color use, the lighting establishment and so on aspect, elaborated our country clothing marketing market and the sale shop display design concretely. And by introducing the typical cases of excellent display at home and abroad, this paper further explains the important role of display design in the process of realizing the strategic goal of Chinese clothing brand.
【學(xué)位授予單位】：中國(guó)藝術(shù)研究院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：J525.3;F426.86

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 劉麗娜;家具產(chǎn)品的視覺(jué)營(yíng)銷研究[D];中南林業(yè)科技大學(xué);2009年

2 段冉;差異化競(jìng)爭(zhēng)戰(zhàn)略在品牌管理中的應(yīng)用研究[D];中國(guó)美術(shù)學(xué)院;2010年

3 高雅;服裝賣場(chǎng)展陳設(shè)計(jì)對(duì)服裝銷售的影響研究[D];湖南師范大學(xué);2013年

4 李皎;消費(fèi)文化語(yǔ)境下櫥窗設(shè)計(jì)表現(xiàn)形式研究[D];河南大學(xué);2013年

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本文編號(hào)：1775296