本文選題：快時(shí)尚 + 服裝品牌��； 參考：《大連工業(yè)大學(xué)》2013年碩士論文

【摘要】：近年來，“快時(shí)尚”現(xiàn)象被越來越多的人所熟知、所認(rèn)可，無論從社會(huì)的經(jīng)濟(jì)、還是消費(fèi)意識(shí)形態(tài)，它已經(jīng)完全的融入我們的生活之中。從當(dāng)前的社會(huì)經(jīng)濟(jì)背景來看，全球經(jīng)濟(jì)增長(zhǎng)速度逐漸緩慢，大眾的實(shí)際的消費(fèi)能力和對(duì)精品時(shí)裝的購買需求是有一定的差距，快時(shí)尚服裝品牌有著其價(jià)格方面的優(yōu)勢(shì)，瞄準(zhǔn)了大眾消費(fèi)群體，有了充足的市場(chǎng)空間，快時(shí)尚服裝品牌才能形成足夠的規(guī)模，從而產(chǎn)生了快時(shí)尚服裝的理念，進(jìn)而推動(dòng)整個(gè)服裝領(lǐng)域商業(yè)模式的變革。 國外快時(shí)尚服裝品牌在中國市場(chǎng)以飛快的速度發(fā)展，SPA的營(yíng)銷模式和供應(yīng)鏈的管理是很多國內(nèi)服裝企業(yè)正想學(xué)習(xí)的標(biāo)桿。其良好的終端視覺形象，給消費(fèi)者營(yíng)造了強(qiáng)烈的視覺感受，通過賣場(chǎng)這一最直接的渠道引發(fā)大眾消費(fèi)群體的購買欲，從而提高品牌整體的自身價(jià)值。那么在終端視覺形象的方面，國內(nèi)品牌應(yīng)該怎樣學(xué)習(xí)其本質(zhì)呢？ 首先，本文圍繞快時(shí)尚和視覺營(yíng)銷的定義進(jìn)行概述，其次分析快時(shí)尚的形成背景和特征，通過國內(nèi)外“快時(shí)尚”品牌展開案例分析，然后以終端視覺形象要素、零售終端環(huán)境、空間規(guī)劃設(shè)計(jì)、數(shù)字化的商品配置規(guī)劃等構(gòu)成要素特點(diǎn)進(jìn)行對(duì)比分析，解讀快時(shí)尚品牌終端視覺的營(yíng)銷特點(diǎn)，論證快時(shí)尚服裝品牌終端視覺營(yíng)銷對(duì)于提升服裝品牌整體形象的意義與價(jià)值。為本土快時(shí)尚服裝品牌終端視覺營(yíng)銷尋找寶貴借鑒，作為為品牌自身發(fā)展的理論依據(jù)�？偨Y(jié)國內(nèi)服裝品牌品牌終端視覺營(yíng)銷的存在的問題：一是純粹模仿忽略內(nèi)在，二是陳列更新速度慢，三是陳列體系不完善。并嘗試給出了解決辦法：一是要確定服裝品牌的定位；大眾消費(fèi)心理的變化和需求；二是要貨品企劃確認(rèn)；陳列師設(shè)計(jì)師與產(chǎn)品設(shè)計(jì)進(jìn)行良好的溝通；三是要終端賣場(chǎng)陳列風(fēng)格確認(rèn)；打造屬于自己品牌的個(gè)性化賣場(chǎng)風(fēng)格；四是要空間設(shè)計(jì)要與展示的道具要合理搭配，最終傳遞給消費(fèi)者的整體視覺氛圍；五是要維護(hù)店鋪形象；通過銷售情況進(jìn)行賣場(chǎng)的調(diào)整，，只有從源頭才能解決終端視覺營(yíng)銷的根本。
[Abstract]:In recent years, the phenomenon of "fast fashion" has been more and more familiar, recognized, whether from the social economy or consumer ideology, it has been fully integrated into our life. From the current social and economic background, the global economic growth rate is gradually slow, there is a certain gap between the actual consumption capacity of the masses and the demand for boutique fashion, and fast fashion clothing brands have their price advantages. Aiming at the mass consumer group and having sufficient market space, the fast fashion clothing brand can form enough scale, thus produce the idea of fast fashion clothing, and then promote the transformation of the whole clothing field business model. The rapid development of SPA marketing model and supply chain management in Chinese market is the benchmark that many domestic garment enterprises want to learn. Its good visual image of the terminal creates a strong visual feeling for the consumers, and through the most direct channel of the sales market, it causes the mass consumers to purchase desire, thus improving the brand's overall value. So in the terminal visual image, how should domestic brands learn its essence? First of all, this paper summarizes the definition of fast fashion and visual marketing, then analyzes the background and characteristics of fast fashion, through the domestic and foreign "fast fashion" brand case analysis, then with the terminal visual image elements, retail terminal environment, Spatial planning and design, digital commodity allocation planning and other elements of the characteristics of comparative analysis, interpretation of fast fashion brand terminal visual marketing characteristics, To demonstrate the significance and value of terminal visual marketing of fast fashion clothing brand for improving the overall image of clothing brand. To find valuable reference for local fast fashion brand terminal visual marketing, as the theoretical basis for the development of brand itself. Summarizes the domestic clothing brand terminal vision marketing existence question: first is purely imitates neglects the intrinsic, second is the display renewal speed is slow, the third is the display system is not perfect. It also tries to give the solutions: first, to determine the positioning of clothing brands; to determine the changes and demands of mass consumer psychology; second, to confirm the product planning; to communicate well between the display designer and the product design; Third, it is necessary to confirm the display style of the terminal store; to create the personalized store style belonging to its own brand; fourth, to reasonably match the space design with the props displayed, and finally to transfer the overall visual atmosphere to the consumer; fifth, to maintain the image of the store; Through the sales situation to adjust the sales, only from the source can solve the root of terminal visual marketing.
【學(xué)位授予單位】：大連工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.86;F723

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