本文關(guān)鍵詞：淺析體驗(yàn)經(jīng)濟(jì)環(huán)境下服裝品牌的體驗(yàn)設(shè)計(jì)方法　出處：《北京服裝學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展,中國的社會結(jié)構(gòu)發(fā)生了巨大的變化,體驗(yàn)經(jīng)濟(jì)以一種新的經(jīng)濟(jì)形態(tài)慢慢的滲透到人們的生活中,伴隨著體驗(yàn)經(jīng)濟(jì)時代的到來,人們的消費(fèi)行為模式勢必會隨著經(jīng)濟(jì)提供物的改變而改變,而營銷方式也會發(fā)生變化,從傳統(tǒng)營銷轉(zhuǎn)向體驗(yàn)營銷——是一種以關(guān)注顧客體驗(yàn)為核心的營銷方式。經(jīng)濟(jì)形態(tài)的顯著變化帶來了品牌服裝消費(fèi)的升級,越來越強(qiáng)調(diào)消費(fèi)者個性化、感性化的品牌體驗(yàn),品牌只有抓住消費(fèi)者的“心”,才能有市場,才能有發(fā)展;現(xiàn)階段消費(fèi)者需要的不僅僅是產(chǎn)品,而是更看重購買過程的愉悅,因此發(fā)展品牌體驗(yàn)設(shè)計(jì)的方法和理念被廣大服裝品牌所重視,在體驗(yàn)經(jīng)濟(jì)時代,企業(yè)是體驗(yàn)策劃者,不再是簡單的提供商品或服務(wù),而是提供一種最終的體驗(yàn)。本文首先對國內(nèi)外文獻(xiàn)做了大量的研究,從體驗(yàn)經(jīng)濟(jì)的角度出發(fā),對體驗(yàn)經(jīng)濟(jì)和體驗(yàn)營銷進(jìn)行較為準(zhǔn)確的定義,闡述品牌進(jìn)行體驗(yàn)設(shè)計(jì)的理念和原則;進(jìn)一步對體驗(yàn)設(shè)計(jì)的概念和內(nèi)涵進(jìn)行了界定和闡述,并且在此基礎(chǔ)上闡明了服裝品牌體驗(yàn)設(shè)計(jì)理念,對服裝品牌的體驗(yàn)設(shè)計(jì)要素做出了具體的分類,分為物質(zhì)要素、行為要素和心里要素三種,并通過相應(yīng)案例分析,闡述體驗(yàn)設(shè)計(jì)在服裝品牌中的運(yùn)用規(guī)律,然后針對北京地區(qū)消費(fèi)者的消費(fèi)行為進(jìn)行市場調(diào)研,通過問卷調(diào)查來研究現(xiàn)階段消費(fèi)者的消費(fèi)行為和心理要素,分析消費(fèi)者的體驗(yàn)需求;研究和總結(jié)服裝品牌體驗(yàn)設(shè)計(jì)的方法,并對如何實(shí)施體驗(yàn)設(shè)計(jì)方法進(jìn)行了詳細(xì)的闡述,并且在理論的基礎(chǔ)上以MUJI品牌為案例進(jìn)行一個模擬體驗(yàn)設(shè)計(jì)實(shí)踐,建立一個虛擬的體驗(yàn)設(shè)計(jì)區(qū)域,從而為企業(yè)進(jìn)行品牌體驗(yàn)操作提供新的建議和方法。
[Abstract]:With the rapid development of economy, great changes have taken place in the social structure of China. Experience economy has gradually penetrated into people's life with a new economic form, accompanied by the arrival of the era of experience economy. People's consumption behavior pattern will change with the change of economic supply, and the marketing mode will also change. From traditional marketing to experiential marketing, it is a kind of marketing mode with the focus on customer experience. The remarkable change of economic form has brought about the upgrading of brand clothing consumption, and more and more emphasis has been placed on consumers' individuation. The perceptual brand experience, the brand only grasps the consumer's "heart", can have the market, can have the development; At this stage, consumers need not only products, but also the pleasure of the purchase process. Therefore, the method and concept of developing brand experience design have been attached importance to by the majority of clothing brands, in the era of experience economy. Enterprises are experience planners, not simply to provide goods or services, but to provide a final experience. Firstly, this paper has done a lot of research on domestic and foreign literature, from the perspective of experience economy. To experience economy and experience marketing to carry on the more accurate definition, elaborated the brand to carry on the experience design the idea and the principle; Furthermore, the concept and connotation of experience design are defined and elaborated, and on this basis, the concept of clothing brand experience design is clarified, and the experience design elements of clothing brand are classified concretely. It is divided into three kinds: material factor, behavior factor and mental factor, and through the corresponding case analysis, expounds the experience design in the clothing brand application rule, then carries on the market investigation to the Beijing area consumer's consumption behavior. Through the questionnaire survey to study the consumer's consumption behavior and psychological elements at the present stage, analyzes the consumer's experience demand; Research and summarize the clothing brand experience design method, and how to implement the experience design method in detail, and on the basis of the theory of MUJI brand as a case for a simulation experience design practice. Establish a virtual experience design area to provide new suggestions and methods for brand experience operation.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.86;F274;TS941.2

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 楊亞飛;品牌服裝體驗(yàn)設(shè)計(jì)研究[D];東華大學(xué);2014年

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本文編號：1358701