服裝設計企劃對品牌優(yōu)化影響的研究與實踐
發(fā)布時間：2018-07-15 20:56
【摘要】：作為中國國民經(jīng)濟的支柱產(chǎn)業(yè)，服裝產(chǎn)業(yè)在經(jīng)濟建設中,起著舉足輕重的作用。然而隨著國內(nèi)外經(jīng)濟形勢的變化與中國服裝產(chǎn)業(yè)內(nèi)部的不斷轉(zhuǎn)型，可以看出中國服裝業(yè)業(yè)態(tài)并不樂觀。目前中國服裝產(chǎn)業(yè)還是主要以貼牌生產(chǎn)(OEM)和加工貿(mào)易為主,少有自主品牌在國際市場上嶄露頭角。隨著我國勞動力成本上漲、人民幣匯率升值、服裝出口退稅減少，貼牌生產(chǎn)和加工貿(mào)易所賺取的利潤越來越微薄，中國服裝業(yè)總體來說處于全球價值鏈低端。隨著這種狀況的日益加劇，自2010年起國內(nèi)服裝品牌價格開始大幅上漲，由此凸顯出定價機制不成熟等一系列問題，品牌重塑已是勢在必行。同時，不同層次的國際知名品牌開始不斷占據(jù)我國各類市場，給中國服裝行業(yè)帶來了極大的競爭壓力。隨著我國社會從粗放經(jīng)營的溫飽時代走進集約經(jīng)營的小康時代，并邁向個性經(jīng)營的人本時代，企業(yè)之間不再局限于價格之爭，而是進入到品牌競爭的時代。自2011年以來，隨著品牌競爭的加劇，品牌運營機制的不成熟，國內(nèi)多數(shù)服裝企業(yè)出現(xiàn)了嚴重的庫存問題，企業(yè)生存出現(xiàn)危機。同時在傳統(tǒng)營銷手段陷入瓶頸的大環(huán)境下，電子商務強勢崛起，給傳統(tǒng)服裝企業(yè)帶來了巨大挑戰(zhàn)。面對如此嚴峻的局面，中國服裝企業(yè)一夜意識到當新理念成為企業(yè)的共識，經(jīng)營技巧再無秘密可言的時候，企業(yè)只能走個性化的道路，品牌時代就是必然的歸宿。本土服裝企業(yè)在發(fā)展過程中所面臨的問題，也使其意識到要想使品牌立足于不敗之地，就需要不斷進行自我提升即完成自身的品牌優(yōu)化。本文綜合運用了文獻調(diào)研法、企業(yè)實踐及訪談法等研究方法，，著重圍繞影響商品優(yōu)化的要素——服裝設計企劃展開研究。研究主要分為四個步驟： 第一步，本文通過查閱相關(guān)文獻資料，結(jié)合目前產(chǎn)業(yè)現(xiàn)狀對商品企劃相關(guān)理論進行研究。同時分析整理商品優(yōu)化的兩部分內(nèi)容——品牌完美化和品牌優(yōu)異化。 第二步，通過對設計企劃的應用進行研究分析出服裝設計企劃對品牌優(yōu)化所具有的必要性，總結(jié)出服裝設計企劃的主要內(nèi)容以及我國服裝設計企劃的發(fā)展歷程和存在的主要問題 第三步，以品牌優(yōu)化為目的，結(jié)合設計企劃的實施要素，分析FICOCCO品牌在品牌優(yōu)化中存在的問題，并以此為指導完成FICOCCO品牌2013年春夏產(chǎn)品的服裝設計企劃。 最終，將理論研究成果運用到實踐中，以所完成的服裝設計企劃為指導跟蹤FIOCCO品牌2013年春夏季度的產(chǎn)品設計開發(fā)工作并進行相應的結(jié)果分析，驗證研究成果的可行性。
[Abstract]:As the pillar industry of China's national economy, garment industry plays an important role in economic construction. However, with the change of domestic and foreign economic situation and the continuous transformation of China's garment industry, we can see that the pattern of China's garment industry is not optimistic. At present, China's garment industry is mainly OEM and processing trade, and few independent brands are emerging in the international market. With the rise of labor cost, the appreciation of RMB exchange rate, the reduction of tax rebate on clothing export, and the increasingly small profits earned by label production and processing trade, China's garment industry is generally at the low end of the global value chain. With the increasing of this situation, domestic clothing brand prices began to rise sharply since 2010, which highlights a series of problems, such as immature pricing mechanism, brand remodeling is imperative. At the same time, international famous brands of different levels began to occupy all kinds of markets in China, which brought great competition pressure to Chinese clothing industry. As the society of our country moves from the era of extensive operation to the era of intensive management and into the era of individualized management, the competition between enterprises is no longer confined to the competition of price, but to the era of brand competition. Since 2011, with the aggravation of brand competition and the immaturity of brand operation mechanism, most clothing enterprises in China have had serious inventory problems, and the survival of enterprises has been in crisis. At the same time, under the environment that traditional marketing means fall into bottleneck, electronic commerce rises strongly, which brings great challenge to traditional garment enterprises. Faced with such a severe situation, Chinese garment enterprises realize overnight that when the new concept becomes the consensus of the enterprises and the management skills are no longer secret to speak of, the enterprises can only take the personalized road, the brand age is the inevitable destination. The problems faced by local garment enterprises in the process of development also make them realize that if they want to make their brands stand in an invincible position, they need to constantly improve themselves, that is, to complete their own brand optimization. This paper makes use of the research methods of literature research, enterprise practice and interview, focusing on the clothing design planning, which is an important factor affecting commodity optimization. The research is mainly divided into four steps: the first step, this paper through consulting relevant literature, combined with the current industrial situation of commodity planning related theory research. At the same time, it analyzes the two parts of goods optimization-brand perfection and brand excellence. The second step, through the research on the application of design planning, the necessity of clothing design planning for brand optimization is analyzed. This paper summarizes the main contents of fashion design planning and the development course and main problems of clothing design planning in our country. The third step is to optimize the brand and combine the implementation elements of design planning. This paper analyzes the problems existing in the brand optimization of FICOCCO brand, and completes the clothing design plan of FICOCCO brand in spring and summer 2013 under the guidance of FICOCCO brand. Finally, the theoretical research results are applied to practice, and the finished clothing design plan is used as a guide to track the product design and development work of FIOCCO brand in spring and summer quarter of 2013, and analyze the corresponding results to verify the feasibility of the research results.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.3;F426.86;TS941.2
本文編號：2125357
[Abstract]:As the pillar industry of China's national economy, garment industry plays an important role in economic construction. However, with the change of domestic and foreign economic situation and the continuous transformation of China's garment industry, we can see that the pattern of China's garment industry is not optimistic. At present, China's garment industry is mainly OEM and processing trade, and few independent brands are emerging in the international market. With the rise of labor cost, the appreciation of RMB exchange rate, the reduction of tax rebate on clothing export, and the increasingly small profits earned by label production and processing trade, China's garment industry is generally at the low end of the global value chain. With the increasing of this situation, domestic clothing brand prices began to rise sharply since 2010, which highlights a series of problems, such as immature pricing mechanism, brand remodeling is imperative. At the same time, international famous brands of different levels began to occupy all kinds of markets in China, which brought great competition pressure to Chinese clothing industry. As the society of our country moves from the era of extensive operation to the era of intensive management and into the era of individualized management, the competition between enterprises is no longer confined to the competition of price, but to the era of brand competition. Since 2011, with the aggravation of brand competition and the immaturity of brand operation mechanism, most clothing enterprises in China have had serious inventory problems, and the survival of enterprises has been in crisis. At the same time, under the environment that traditional marketing means fall into bottleneck, electronic commerce rises strongly, which brings great challenge to traditional garment enterprises. Faced with such a severe situation, Chinese garment enterprises realize overnight that when the new concept becomes the consensus of the enterprises and the management skills are no longer secret to speak of, the enterprises can only take the personalized road, the brand age is the inevitable destination. The problems faced by local garment enterprises in the process of development also make them realize that if they want to make their brands stand in an invincible position, they need to constantly improve themselves, that is, to complete their own brand optimization. This paper makes use of the research methods of literature research, enterprise practice and interview, focusing on the clothing design planning, which is an important factor affecting commodity optimization. The research is mainly divided into four steps: the first step, this paper through consulting relevant literature, combined with the current industrial situation of commodity planning related theory research. At the same time, it analyzes the two parts of goods optimization-brand perfection and brand excellence. The second step, through the research on the application of design planning, the necessity of clothing design planning for brand optimization is analyzed. This paper summarizes the main contents of fashion design planning and the development course and main problems of clothing design planning in our country. The third step is to optimize the brand and combine the implementation elements of design planning. This paper analyzes the problems existing in the brand optimization of FICOCCO brand, and completes the clothing design plan of FICOCCO brand in spring and summer 2013 under the guidance of FICOCCO brand. Finally, the theoretical research results are applied to practice, and the finished clothing design plan is used as a guide to track the product design and development work of FIOCCO brand in spring and summer quarter of 2013, and analyze the corresponding results to verify the feasibility of the research results.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272.3;F426.86;TS941.2
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