本文關(guān)鍵詞：自主女裝品牌產(chǎn)品設(shè)計(jì)開發(fā)流程研究　出處：《北京服裝學(xué)院》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：服裝是滿足人們多層生理需求和心理需求的產(chǎn)品，隨著人們生活質(zhì)量的提升，人們不再只滿足于服裝基礎(chǔ)的保暖功能和修飾身材，也逐漸看重了服裝品牌所蘊(yùn)含的無形價(jià)值，比如營(yíng)造的風(fēng)格、倡導(dǎo)的價(jià)值觀、象征的身份財(cái)富等等。改革開放以來，我國(guó)依靠穩(wěn)定的經(jīng)濟(jì)環(huán)境、低廉的原料及人工成本，成為世界最大的服裝代工國(guó)家。中國(guó)企業(yè)的成衣制造能力逐漸成熟，成衣制造供應(yīng)鏈也逐漸完善，越來越多的企業(yè)開始戰(zhàn)略延伸，創(chuàng)立成衣品牌，希望能讓企業(yè)獲得更多利潤(rùn)。近年來，隨著中國(guó)加入WTO，越來越多的國(guó)外成衣品牌入駐中國(guó)，它們突出的產(chǎn)品、供應(yīng)鏈和后臺(tái)管理優(yōu)勢(shì)給中國(guó)本土品牌帶來越來越大的壓力。筆者在朗姿股份有限公司實(shí)習(xí)的半年時(shí)間里，參與了消費(fèi)者調(diào)研項(xiàng)目和競(jìng)爭(zhēng)品牌調(diào)研項(xiàng)目，發(fā)現(xiàn)了自主女裝品牌的品牌定位模糊、產(chǎn)品缺乏賣點(diǎn)、產(chǎn)品缺乏系列開發(fā)、店鋪形象不佳等問題逐漸凸顯，導(dǎo)致品牌缺乏顧客忠誠(chéng)度，客單價(jià)和平效低，庫(kù)存高等情況。 筆者立足于我國(guó)女裝品牌，用傳播學(xué)、營(yíng)銷學(xué)、管理學(xué)等理論分析女裝成衣品牌產(chǎn)品開發(fā)流程。通過設(shè)計(jì)出了產(chǎn)品設(shè)計(jì)開發(fā)流程的調(diào)查問卷，調(diào)研15家女裝企業(yè)的產(chǎn)品設(shè)計(jì)開發(fā)流程，分析了這15家女裝企業(yè)的流程內(nèi)容及流程運(yùn)行中出現(xiàn)的瓶頸和障礙，提出了自主女裝產(chǎn)品設(shè)計(jì)開發(fā)流程的流程。新流程對(duì)產(chǎn)品設(shè)計(jì)開發(fā)流程的順序做重新的規(guī)劃，提高流程運(yùn)行的效率；增加了市場(chǎng)調(diào)研的深度和廣度，以提升產(chǎn)品設(shè)計(jì)開發(fā)人員的信息儲(chǔ)備；增加了企業(yè)戰(zhàn)略定位環(huán)節(jié)，，強(qiáng)調(diào)企業(yè)戰(zhàn)略定位對(duì)于產(chǎn)品設(shè)計(jì)開發(fā)的指導(dǎo)意義；并以系列產(chǎn)品為中心進(jìn)行企劃開發(fā)，以提升終端店鋪的品牌形象。
[Abstract]:Clothing is to meet people's multi-layer physiological and psychological needs of the product, with the improvement of people's quality of life, people are no longer satisfied with the clothing based on the warm function and body modification. Also gradually valued the intangible value of clothing brand, such as the style of construction, the value of advocacy, symbolic status of wealth and so on. Since the reform and opening up, China depends on a stable economic environment. The low cost of raw materials and labor has become the largest garment manufacturing country in the world. The garment manufacturing capacity of Chinese enterprises is gradually maturing, the garment manufacturing supply chain is gradually improving, and more and more enterprises begin to extend their strategy. In recent years, with China's accession to WTOW, more and more foreign clothing brands have entered China, their outstanding products. The advantages of supply chain and backstage management bring more and more pressure to local brands in China. During my six months of internship in Langzi Co., Ltd, I participated in consumer research projects and competitive brand research projects. Found the brand positioning of independent women's clothing brand fuzzy, product lack of selling points, product lack of series development, store image problems gradually highlighted, leading to brand lack of customer loyalty, customer price and low efficiency. Stock level. Based on the women's clothing brand in China, the author analyzed the product development process of the women's clothing brand with the theories of communication, marketing and management, and designed the questionnaire of the product design and development process. This paper investigates the product design and development process of 15 women's wear enterprises and analyzes the process contents and bottlenecks and obstacles in the process operation of these 15 women's wear enterprises. This paper puts forward the process of design and development of independent women's wear products. The new process replans the sequence of product design and development process to improve the efficiency of process operation. Increase the depth and breadth of market research, in order to enhance the product design and development personnel's information reserve; The strategic positioning of enterprises is added, and the guiding significance of enterprise strategic positioning for product design and development is emphasized. And a series of products as the center for planning and development to enhance the brand image of the terminal store.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.86;TS941.2

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