本文選題：定制服裝 + 品牌模式��； 參考：《東華大學》2013年博士論文

【摘要】：本文通過學科交叉與借鑒的研究方法,基于品牌模式的分析與品牌戰(zhàn)略、戰(zhàn)術角度的思考,探討目前我國定制服裝品牌的定位與設計方法,構建了基于動態(tài)多維定位的定制服裝品牌設計模式。 本文具體研究內(nèi)容如下： 一、定制服裝品牌模式的分類 以業(yè)務模式、經(jīng)營模式、盈利模式、服務模式為核心維度,將定制服裝品牌模式分為三類：1.以高級定制為主營業(yè)務的定制服裝品牌模式；2.基于成衣品牌業(yè)務延伸的定制服裝品牌模式；3.基于技術創(chuàng)新的大規(guī)模定制服裝品牌模式。通過比對分析說明三類定制服裝品牌模式的區(qū)別,從而界定本文研究的對象與范圍。 二、定制服裝品牌的發(fā)展現(xiàn)狀與設計理論研究 首先,分析中國定制服裝業(yè)的發(fā)展與市場現(xiàn)狀；其次,歸納定制服裝品牌的價值：人文價值、符號價值、新式奢侈、經(jīng)濟價值、產(chǎn)品價值；最后,總結定制服裝品牌的特點：品牌歷史悠久、品牌產(chǎn)品精良、品牌技藝稀缺、品牌服務全面,從而對定制服裝品牌在運作、設計等方面的特殊性有所認識。借鑒三維空間概念,將定制服裝品牌的三維設計界定為：基于品牌運作視角,從三個不同的設計角度(整合設計、標準設計、系統(tǒng)設計)來歸納定制服裝品牌設計方法。以個體需求動機為驅(qū)動力,以品牌戰(zhàn)略為內(nèi)在支撐點,實現(xiàn)定制服裝品牌的三維設計集成,從而架構定制服裝品牌設計模式的三維設計子模塊。 三、定制服裝品牌動態(tài)多維定位體系的建立 本文歸納出定制服裝品牌定位的結構特征：系統(tǒng)性結構特征、多層次結構特征、動態(tài)性結構特征。結合定制服裝品牌的特殊性,分析定制服裝品牌動態(tài)多維定位體系的關鍵內(nèi)容：1.定制服裝品牌的定位點選擇。借鑒定位點理論的核心思想,將品牌定位點視為定制服裝品牌動態(tài)多維定位體系的核心內(nèi)容,根據(jù)目標消費者的需求特征,基于三個標準(目標顧客關注、優(yōu)于競爭對手、真實可信)選擇相應的利益、價值、屬性定位點。明確定制服裝品牌的主定位點、次定位點與平均水平點,并將其應用到品牌營銷要素組合的各項內(nèi)容中。2.定制服裝品牌的核心要素識別。通過對現(xiàn)有文獻及三類訪談結果的整理,建立定制服裝品牌要素評價體系,分為定制服裝品牌形象、定制服裝品牌產(chǎn)品、品牌定制服務、定制服裝品牌市場網(wǎng)絡4個二級指標及相關的19個三級指標,初步構建了定制服裝品牌評價要素指標的遞階層次結構�；诙ㄖ品b品牌要素評價體系,根據(jù)最終合成的權重劃分定制服裝品牌要素的三個層次,其中位于核心層的要素為：店員服務、售后服務、做工。品牌要素層次的劃分幫助企業(yè)識別品牌的核心設計點。3.定制服裝品牌消費者的核心定制需求界定。以地理變量、人口變量、心理變量、行為變量為細分變量,對問卷數(shù)據(jù)進行頻數(shù)統(tǒng)計與聚類分析,識別定制服裝品牌的主流消費群體,并歸納三類主要定制需求：特體定制需求、商務社交定制需求、婚慶定制需求。 定制服裝品牌的動態(tài)多維定位體系可分解為以下三個步驟：1.定制服裝品牌的動態(tài)定位過程。即對五個主要定位維度(消費者、競爭對手、企業(yè)自身、宏觀環(huán)境、行業(yè))進行跟蹤分析；2.定制服裝品牌的定位點選取過程。即基于定制服裝消費者對各個營銷組合要素的需求,選擇品牌相應的利益定位點、價值定位點與屬性定位點；3.定制服裝品牌的核心定位點選取與應用過程。即選取定制服裝品牌的主定位點、次定位點和平均水平點,并應用到營銷要素組合(產(chǎn)品、價格、促銷、渠道)中。本文綜合上述三個步驟實現(xiàn)定制服裝品牌動態(tài)多維定位體系的建立。 四、定制服裝品牌設計模式的提出與應用研究 本文將定制服裝品牌的設計模式定義為：基于品牌運營角度,根據(jù)所選擇的定制服裝品牌定位點,考慮定制服裝品牌模式和設計模式特殊性,以目標消費者與品牌接觸點為設計對象的設計方法和品牌問題解決方案。根據(jù)定制服裝品牌模式與設計模式的對應分析,界定本文研究的設計模式是以基于成衣品牌業(yè)務延伸的定制服裝子品牌為對象提出的設計方法與問題解決方案。探討本文研究設計模式的三方面構成特點：品牌戰(zhàn)略戰(zhàn)術配合特點、模塊化結構特點、立體空間關系特點�；趯δK化思想與鉆石定位理論的借鑒,從設計模式的橫向構成、縱向構成、復合構成角度分析,將定制服裝品牌設計模式分解為以下四個子模塊：1.定制服裝品牌的三維設計子模塊；2.定制服裝品牌的動態(tài)多維定位子模塊；3.定制服裝品牌的要素分層子模塊；4.定制服裝品牌的營銷要素組合子模塊。并通過模塊分解細化定制服裝品牌設計模式的步驟與內(nèi)容。 以國內(nèi)某成衣品牌的定制服裝子品牌為例,針對該定制服裝子品牌現(xiàn)階段遇到的主要問題提出以下四項討論命題：1.設計模式的應用與品牌銷售額間是否存在正相關關系；2.設計模式的應用與品牌消費者培育間是否存在正相關關系；3.設計模式的應用與品牌定制周期的有效縮短是否存在正相關關系；4.設計模式的應用與品牌差異化定位的實現(xiàn)是否存在正相關關系。通過定制服裝品牌設計模式的應用,以銷售額指標、滿意度指標、專家評價指標為設計模式應用效果的顯性與隱性指標,將除設計模式以外的其他品牌要素設定為不變因素,證明本文所研究的設計模式對品牌盈利水平的提高、消費者滿意度的提升,定制周期的縮短、差異化定位的實現(xiàn)均起到積極作用。證明定制服裝品牌設計模式的應用有助于解決該品牌現(xiàn)階段遇到的主要問題,對銷售額與消費者滿意度的提升起到了積極作用,有助于品牌的準確定位與各項營銷戰(zhàn)略戰(zhàn)術的制定與展開。 本文創(chuàng)新點主要體現(xiàn)在以下方面： 一、完成以品牌模式分析為基礎的定制服裝品牌分類 本文將經(jīng)營模式、業(yè)務模式、服務模式、盈利模式界定為定制服裝品牌模式的核心維度,以此為劃分指標,將定制服裝品牌分為以下三類：1.以高級定制為主營業(yè)務的定制服裝品牌；2.基于成衣品牌業(yè)務延伸的定制服裝品牌；3.基于技術創(chuàng)新的大規(guī)模定制服裝品牌。 二、建立定制服裝品牌動態(tài)多維定位體系 結合動態(tài)定位理論與定位點理論的相關內(nèi)容,歸納定制服裝品牌的三種定位結構特征：系統(tǒng)性結構特征、多層次結構特征、動態(tài)性結構特征,提出定制服裝品牌定位點的概念,并從利益、價值、屬性定位點的角度探討定制服裝品牌定位點選取的內(nèi)容與方法。將定制服裝品牌的動態(tài)多維定位體系分解為以下三個步驟：1.品牌的動態(tài)定位過程；2.品牌定位點的選取過程；3.品牌核心定位點的識別與應用過程。通過上述三個步驟的完成實現(xiàn)定制服裝品牌動態(tài)多維定位體系的建立。 三、構建定制服裝品牌設計模式 本文提出了基于動態(tài)多維定位的定制服裝品牌設計模式,將設計模式分解為縱向構成、橫向構成和復合構成部分。借鑒模塊化思想與鉆石圖定位模型的研究成果,從功能模塊與結構模塊的分析視角將該設計模式分解為以下四個子模塊：1.定制服裝品牌的三維設計子模塊；2.定制服裝品牌的動態(tài)多維定位子模塊；3.定制服裝品牌的要素分層子模塊；4.定制服裝品牌的營銷要素組合子模塊,并研究出設計模式完成的步驟與基本方法。
[Abstract]:In this paper, based on the research methods of interdisciplinary and reference, based on the analysis of brand model and brand strategy and the thinking of tactics, this paper discusses the positioning and design methods of custom-made clothing brand in our country, and constructs a custom clothing brand design model based on dynamic multi-dimensional positioning.
The main contents of this paper are as follows:
First, the classification of custom clothing brand model
Based on the core dimensions of business model, business model, profit model and service mode, the custom clothing brand model is divided into three categories: 1. custom-made clothing brand model with high customization; 2. custom clothing brand model based on the extension of garment brand business; and 3. model of mass customization garment brand based on technical innovation. Comparative analysis shows the difference between the three types of customized clothing brand models, thus defining the object and scope of this study.
Two, the development status and design theory of customized clothing brand.
First, analyze the development and market status of China's custom-made clothing industry. Secondly, summarize the value of custom clothing brand: humanistic value, symbolic value, new luxury, economic value, product value. Finally, summarize the characteristics of custom clothing brand: long brand history, excellent brand products, brand skills scarce, brand service comprehensive, so that The custom clothing brand is recognized in the aspects of operation and design. Based on the concept of three-dimensional space, the three-dimensional design of custom clothing brand is defined as: Based on the brand operation perspective, the custom clothing brand design methods are summed up from three different design angles (integrated design, standard design, system design). The individual demand motivation is based on the individual demand motivation. For the driving force, with the brand strategy as the inner support point, the three-dimensional design integration of the custom clothing brand is realized, thus the three-dimensional design sub module of the custom clothing brand design model is constructed.
Three, the establishment of a dynamic multi-dimensional positioning system for customized clothing brands.
This paper summarizes the structural features of custom clothing brand positioning: systematic structural features, multi-level structural features and dynamic structural features. Combined with the particularity of custom clothing brands, the key contents of the dynamic multi-dimensional positioning system of custom clothing brands are analyzed: 1. the positioning point selection of custom clothing brands. Think of the brand positioning point as the core content of the dynamic multi-dimensional positioning system of custom-made clothing brand, based on the demand characteristics of the target consumers, based on the three standards (target customer concern, better than the competitors, true and credible) to select the corresponding interests, values, attribute positioning point. Level point, and apply it to the core elements of.2. custom-made clothing brand in all the contents of brand marketing elements combination. Through the arrangement of the existing literature and three types of interview results, a custom clothing brand element evaluation system is set up, divided into custom clothing brand image, custom-made clothing brand products, brand customization services, custom-made clothing products. The brand market network 4 two level indicators and related 19 three level indicators, initially constructed the hierarchical structure of the customized clothing brand evaluation factor indicators. Based on the customized clothing brand factor evaluation system, according to the final synthetic weight to divide the custom clothing brand elements of the three levels, among which the core layer is the staff service, The division of the brand element level helps the enterprise identify the core design point of the brand..3. custom clothing brand consumers' core customization requirements are defined. Geographical variables, population variables, psychological variables, behavior variables are subdivision variables, the frequency statistics and clustering analysis of the questionnaire data are carried out to identify the mainstream of the custom clothing brand. Consumer groups, and summarizes three main types of customization requirements: Custom customization, business social customization needs, wedding custom needs.
The dynamic multi-dimensional positioning system of the custom clothing brand can be decomposed into three steps: 1. the dynamic positioning process of the custom clothing brand. That is, the following five main positioning dimensions (consumers, competitors, enterprise itself, macro environment, industry) are tracked and analyzed; 2. the selection process of the positioning point of the custom clothing brand. For the needs of the various marketing combination elements, the applicant selects the corresponding brand interest positioning points, value positioning points and attribute positioning points; 3. the selection and application process of the core positioning point of the custom clothing brand, that is, select the main location, the secondary location and the average level of the custom clothing brand, and apply it to the marketing elements combination (product, price, promotion). In order to achieve the establishment of a dynamic multi-dimensional positioning system for customized clothing brands, the above three steps are integrated.
Four, the design and application of customized clothing brand design.
The design pattern of custom clothing brand is defined as: Based on the brand operation angle, according to the selected custom clothing brand positioning point, considering the custom clothing brand model and the design pattern particularity, the design method and brand problem solution of the target consumer and brand contact point are designed according to the custom clothing brand. The corresponding analysis of pattern and design pattern defines the design mode of this study as the design method and problem solution based on the customized clothing sub brand based on the extension of the garment brand business. This paper discusses the three aspects of the design pattern of this paper: the characteristics of the brand strategy and tactics coordination, the modular structure characteristics, and the three-dimensional structure. Based on the reference of modular thought and diamond positioning theory, from the lateral composition of the design pattern, the longitudinal composition and the composite composition angle analysis, the custom clothing brand design pattern is decomposed into the following four sub modules: 1. the three-dimensional design sub module of the custom clothing brand; and the dynamic multi-dimensional positioning of the 2. custom clothing brand. Sub module; 3. custom clothing brand element sub module; 4. customized clothing brand marketing elements combination sub module. And through module decomposition refinement of custom clothing brand design model steps and content.
Taking the custom-made clothing sub brand of a domestic garment brand as an example, the following four topics are put forward in view of the main problems encountered at the present stage of the custom clothing subbrand: whether there is a positive correlation between the application of the 1. design pattern and the brand sales; whether there is a positive correlation between the application of the 2. design pattern and the brand consumer cultivation. 3. whether there is a positive correlation between the application of the design pattern and the effective shortening of the brand customization cycle; whether there is a positive correlation between the application of the 4. design pattern and the realization of the brand differentiation orientation. By the application of the custom fashion brand design pattern, the sales index, the satisfaction index, and the expert evaluation index are applied to the design pattern. The explicit and recessive index of the fruit set the other brand elements other than the design pattern as the invariable factor. It is proved that the design pattern studied in this paper has a positive effect on the improvement of the brand profit level, the promotion of consumer satisfaction, the shortening of the custom cycle and the realization of differential positioning. The application helps to solve the main problems that the brand has encountered at the present stage, and plays a positive role in the promotion of sales and consumer satisfaction. It is helpful for the accurate positioning of the brand and the formulation and development of various marketing strategies and tactics.
The innovation points of this article are mainly reflected in the following aspects:
First, complete the classification of customized clothing brands based on the analysis of brand models.
This paper defines business model, business model, service mode and profit model as the core dimension of custom clothing brand model, and divides the custom clothing brand into the following three categories: (1.) custom clothing brand based on advanced customization; 2. custom clothing brand based on the extension of garment brand business; 3. based on Technology. Innovative mass customization clothing brands.
Two, establish a dynamic multi-dimensional positioning system for customized clothing brands.
Combining the related content of the dynamic positioning theory and the location point theory, this paper sums up the three characteristics of the customized clothing brand: systematic structure features, multi-layer structure features, dynamic structural features, and puts forward the concept of customized clothing brand positioning point, and discusses the positioning point of custom clothing brand from the angle of interest, value and attribute positioning point. The dynamic multi-dimensional positioning system of the custom clothing brand is decomposed into three steps: the dynamic positioning process of the 1. brands, the selection process of the 2. brand positioning points, the identification and application process of the core positioning points of the 3. brands. Through the completion of the above three steps, the dynamic multi-dimensional positioning system of the clothing brand is customized. Set up.
Three, build a custom fashion brand design model
The design pattern of custom clothing brand based on dynamic multi-dimensional positioning is proposed. The design pattern is decomposed into vertical composition, lateral composition and composite component. The research results of modular thought and diamond map positioning model are used for reference. The design pattern is decomposed into the following four sub modules from the analysis angle of functional modules and structural modules. 1. to customize the three-dimensional design sub module of clothing brand; 2. to customize the dynamic multi-dimensional positioning sub module of clothing brand; 3. component layer module of custom-made clothing brand; 4. customized clothing brand marketing elements combination sub module, and study the steps and basic methods of design pattern completion.

【學位授予單位】：東華大學
【學位級別】：博士
【學位授予年份】：2013
【分類號】：F426.86;TS941

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