發(fā)布時(shí)間：2018-03-01 01:08

  本文關(guān)鍵詞： 民國(guó) 上海 時(shí)裝業(yè) 鴻翔　出處：《東華大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：二十世紀(jì)上半葉的上海時(shí)裝業(yè)在中國(guó)時(shí)裝發(fā)展史上占有重要?dú)v史地位。其特殊的時(shí)代背景和產(chǎn)業(yè)組織形式,使民國(guó)時(shí)期上海時(shí)裝業(yè)的產(chǎn)業(yè)發(fā)展呈現(xiàn)出鮮明的產(chǎn)業(yè)特色。本論文以二十世紀(jì)上半葉上海最具影響力的時(shí)裝業(yè)的典型杰出代表——鴻翔時(shí)裝公司為重點(diǎn)研究對(duì)象,并由此推及上海時(shí)裝業(yè)的特征,以詳實(shí)的歷史材料、研究文獻(xiàn)、當(dāng)事人口述資料為依據(jù),結(jié)合設(shè)計(jì)學(xué)、服裝學(xué),以及產(chǎn)業(yè)經(jīng)濟(jì)學(xué)等多學(xué)科相關(guān)理論和方法進(jìn)行研究。本論文根據(jù)時(shí)間節(jié)點(diǎn),將鴻翔時(shí)裝公司所在的上海時(shí)裝業(yè)縱向劃分為民國(guó)時(shí)期及二十世紀(jì)五十年代兩大歷史時(shí)段。首先,在總體概述民國(guó)時(shí)期上海時(shí)代背景、文化環(huán)境的前提下,概述了鴻翔所在時(shí)裝業(yè)的基本情況。通過(guò)經(jīng)營(yíng)規(guī)模、服務(wù)流程、營(yíng)銷(xiāo)策略、管理模式、店鋪陳列、主要消費(fèi)群體等多角度的研究分析,總結(jié)出民國(guó)時(shí)期上海地區(qū)鴻翔時(shí)裝公司的發(fā)展?fàn)顩r。鴻翔時(shí)裝公司以其獨(dú)特的經(jīng)營(yíng)規(guī)模、設(shè)計(jì)及技術(shù)水平展示了其所代表的時(shí)代特征,其創(chuàng)新的外部營(yíng)銷(xiāo)手段、相對(duì)完善的內(nèi)部人才機(jī)制均領(lǐng)先于行業(yè)水平,主要消費(fèi)群體在商店經(jīng)營(yíng)過(guò)程和發(fā)展中逐漸定位于中產(chǎn)階級(jí)女性。繼而,本文以上海鴻翔時(shí)裝公司為研究基礎(chǔ),通過(guò)對(duì)以鴻翔時(shí)裝公司為代表的上海時(shí)裝業(yè)的產(chǎn)業(yè)布局、產(chǎn)業(yè)管理、市場(chǎng)行為、政策導(dǎo)向、產(chǎn)業(yè)發(fā)展等五大方面來(lái)分析行業(yè)特征,并通過(guò)對(duì)同時(shí)期華資、外資同行業(yè)商店的橫向多方位比較,解析民國(guó)時(shí)期上海地區(qū)的時(shí)裝企業(yè)是如何通過(guò)產(chǎn)品的差異化、營(yíng)銷(xiāo)手段的多元化來(lái)實(shí)現(xiàn)盈利,同時(shí)對(duì)時(shí)裝行業(yè)公會(huì)成熟發(fā)展而催生出的時(shí)裝商店的分級(jí)制度,和以鴻翔為代表的“八大名店”的競(jìng)合關(guān)系進(jìn)行分析。最后,本文對(duì)二十世紀(jì)五十年代公私合營(yíng)制度下,企業(yè)所有權(quán)及性質(zhì)的改變對(duì)于鴻翔時(shí)裝公司的品牌定位、營(yíng)銷(xiāo)手段等方面產(chǎn)生的深遠(yuǎn)影響,及其所在時(shí)裝行業(yè)工商業(yè)的分、合變遷進(jìn)行梳理。通過(guò)對(duì)二十世紀(jì)上半葉以鴻翔時(shí)裝公司為代表的上海時(shí)裝業(yè)的深入研究,本文總結(jié)出特殊時(shí)代背景下上海時(shí)裝業(yè)的整體特征,以及不同時(shí)期本土服裝品牌發(fā)展的有效路徑及經(jīng)驗(yàn)。這不僅有利于我們探索本土老字號(hào)時(shí)裝企業(yè)在新時(shí)期的發(fā)展路徑,對(duì)于上海乃至中國(guó)時(shí)裝產(chǎn)業(yè)戰(zhàn)略布局具有深遠(yuǎn)意義。
[Abstract]:In 20th century, the fashion industry in Shanghai occupied an important historical position in the history of fashion development in China. This paper focuses on the typical outstanding representative of Shanghai's most influential fashion industry in 20th century-Hongxiang Fashion Company. And thus extrapolating the characteristics of the fashion industry in Shanghai, on the basis of detailed historical materials, research documents and oral materials of the parties concerned, combined with design and clothing studies, According to the time node, the Shanghai fashion industry, where Hongxiang Fashion Company is located, is divided into two historical periods: the period of the Republic of China and the period of 1950s. Based on a general overview of the background and cultural environment of the era of Shanghai during the Republic of China, this paper summarizes the basic situation of the fashion industry in which Hongxiang is located. Through business scale, service flow, marketing strategy, management model, store display, etc. This paper summarizes the development of Hongxiang Fashion Company in Shanghai during the period of the Republic of China. With its unique business scale, design and technical level, Hongxiang Fashion Company shows the characteristics of its era. Its innovative external marketing means, relatively perfect internal talent mechanism are ahead of the industry level, the main consumer groups are gradually positioned in the store business process and development of middle-class women. Based on the research of Shanghai Hongxiang Fashion Company, this paper analyzes the characteristics of Shanghai fashion industry through the following five aspects: industrial layout, industrial management, market behavior, policy orientation and industrial development. And through the horizontal comparison of the same period of Chinese capital, foreign capital and industry stores, this paper analyzes how fashion enterprises in Shanghai made profits through product differentiation and diversification of marketing methods during the period of the Republic of China. At the same time, the paper analyzes the classification system of fashion shops, which is produced by the mature development of fashion industry guild, and the competitive relationship between the "eight famous stores" represented by Hongxiang. Finally, this paper analyzes the system of public-private partnership in 1950s. The changes in the ownership and nature of enterprises have had a profound impact on the brand positioning and marketing methods of Hongxiang Fashion Company, as well as on the division of industry and commerce in the fashion industry. Through the in-depth study of Shanghai fashion industry represented by Hongxiang Fashion Company in the first half of 20th century, this paper summarizes the overall characteristics of Shanghai fashion industry under the background of special times. And the effective path and experience of local fashion brand development in different periods, which is not only helpful for us to explore the development path of local old fashion enterprises in the new period, but also has far-reaching significance for the strategic layout of fashion industry in Shanghai and even in China.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.86;K26

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 李彥;;淺析巴黎高級(jí)時(shí)裝業(yè)的現(xiàn)狀及未來(lái)[J];美與時(shí)代(下半月);2002年05期

2 劉艷艷;周春山;;洛杉磯時(shí)裝業(yè)生產(chǎn)網(wǎng)絡(luò)研究[J];世界地理研究;2010年03期

3 吳真諦;;中國(guó)的時(shí)裝業(yè)缺少了什么?[J];書(shū)城;1998年07期

4 Booth Moore;盧廣忠;;時(shí)裝業(yè)舊的商業(yè)模式落伍了[J];英語(yǔ)文摘;2009年11期

5 肖瑩;徐金金;;做世界時(shí)裝業(yè)的“中國(guó)面子”[J];環(huán)球人物;2007年24期

6 趙宏聲;;剽竊風(fēng)襲擊時(shí)裝業(yè)[J];世界博覽;1995年05期

7 劉云華;;紅幫西服業(yè)與時(shí)裝業(yè)之比較研究[J];裝飾;2013年04期

8 湯聞博;;三顧茅廬時(shí)尚版[J];當(dāng)代工人;2007年10期

9 吉娜;;ZARA:“快速”時(shí)裝業(yè)的零售商[J];名人傳記(財(cái)富人物);2011年01期

10 ;2012第十二屆中國(guó)職業(yè)時(shí)裝模特選拔大賽拉開(kāi)戰(zhàn)幕[J];流行色;2012年10期

相關(guān)重要報(bào)紙文章 前10條

1 編譯 趙穎;澳大利亞時(shí)裝業(yè)顯露新生機(jī)[N];中國(guó)紡織報(bào);2013年

2 侯軍;時(shí)裝業(yè)向品牌文化沖刺[N];科技日?qǐng)?bào);2003年

3 記者　楊汛;京港兩地時(shí)裝業(yè)“談婚論嫁”[N];北京日?qǐng)?bào);2006年

4 本報(bào)記者 劉蛟;亞洲時(shí)裝業(yè)的跨界與可塑性[N];中國(guó)紡織報(bào);2008年

5 蘇鐵鷹;意大利時(shí)裝業(yè)何以占領(lǐng)制高點(diǎn)[N];中國(guó)紡織報(bào);2000年

6 蘇鐵鷹;圈內(nèi)人士點(diǎn)評(píng)香港時(shí)裝業(yè)[N];中國(guó)紡織報(bào);2003年

7 意參;意大利政府資助時(shí)裝業(yè)[N];中國(guó)紡織報(bào);2009年

8 特約作者 劉又綠　編譯;南美時(shí)裝業(yè),等待資本救援[N];21世紀(jì)經(jīng)濟(jì)報(bào)道;2013年

9 本版資料由西班牙大使館商務(wù)處提供;西班牙時(shí)裝業(yè)步入佳境[N];中國(guó)服飾報(bào);2005年

10 上海晨錦服飾咨詢(xún)有限公司總經(jīng)理 張U，

本文編號(hào)：1549738