本文選題：服裝 + 品牌��； 參考：《中國藝術研究院》2008年碩士論文

【摘要】： 中國的服裝業(yè),在中國經(jīng)濟全球化的過程中,呈現(xiàn)多元化快速發(fā)展的趨勢,無論是為世界知名品牌加工產(chǎn)品,還是發(fā)展我國民族品牌,現(xiàn)代服裝營銷模式對服裝產(chǎn)業(yè)起到重要的推動作用。而我國服裝產(chǎn)業(yè)發(fā)展歷程相對較短,在行業(yè)快速發(fā)展的過程中,相關環(huán)節(jié)發(fā)展還不夠完善,諸多問題也凸顯出來。目前我國在服裝營銷過程中的各種營銷策略研究較多,但還缺乏系統(tǒng)規(guī)范的體系。其中,最能體現(xiàn)品牌風格特色和品牌營銷理念的——陳列設計的應用研究還存在一定的空白。是服裝品牌在開拓、立足消費市場上的重要“武器”。 陳列,作為服裝終端營銷中的重要的營銷策略,在我國的大多數(shù)服裝品牌中還沒有得到足夠的重視,為什么會出現(xiàn)這種情況?陳列對于服裝品牌的作用在哪里?陳列通過什么方式提升服裝品牌的競爭力?陳列設計,在展示服裝產(chǎn)品的同時,能夠定位服裝品牌的內(nèi)涵嗎?是如何傳遞給最終的消費者,又是如何通過視覺作用,抓住消費者心理?這是本文主要論述的重點。 本文主要從中國服裝的品牌戰(zhàn)略與利益空間角度出發(fā),從賣場的整體形態(tài)、色彩運用、照明設置等方面,具體的闡述我國服裝的營銷市場與賣場陳列設計。并且通過介紹國內(nèi)外優(yōu)秀陳列的典型案例,來進一步說明——中國服裝品牌戰(zhàn)略目標實現(xiàn)過程中,陳列設計的重要推動作用。
[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.
【學位授予單位】：中國藝術研究院
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：J525.3;F426.86

【引證文獻】

相關碩士學位論文 前4條

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

2 段冉;差異化競爭戰(zhàn)略在品牌管理中的應用研究[D];中國美術學院;2010年

3 高雅;服裝賣場展陳設計對服裝銷售的影響研究[D];湖南師范大學;2013年

4 李皎;消費文化語境下櫥窗設計表現(xiàn)形式研究[D];河南大學;2013年

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本文編號：1775296