少女風(fēng)格服裝品牌LALABOBO的品牌定位及設(shè)計(jì)策略分析
發(fā)布時(shí)間：2018-08-25 15:47
【摘要】：中國女裝市場發(fā)展迅速，女裝市場的定位在不斷的細(xì)分化，目前研究者們把重點(diǎn)更多的放在了發(fā)展相對(duì)成熟完善，競爭激烈的成熟女裝市場和相關(guān)品牌的研究上。而少女裝作為其中越來越矚目的細(xì)分類別在市場上逐步擴(kuò)大份額，但關(guān)于本土少女裝品牌的相關(guān)分析研究篇幅還不算多。因此本文主要針對(duì)中國本土的少女風(fēng)格服裝市場的現(xiàn)狀進(jìn)行分析解剖，從少女裝品牌LALABOBO的案例出發(fā)，引用并歸納大量的品牌實(shí)際操作經(jīng)驗(yàn)和品牌的積累資料，，運(yùn)用品牌，設(shè)計(jì)管理學(xué)，市場營銷學(xué)，心理學(xué)等各學(xué)科的交叉理論知識(shí)，采取了文獻(xiàn)參閱方法，市場調(diào)研問卷法，比較分析方法等多樣的研究方法進(jìn)行論文課題的研究。主要分為以下幾個(gè)組成部分，首先從LALABOBO的品牌背景入手，從實(shí)踐經(jīng)驗(yàn)到業(yè)績表現(xiàn)再到管理團(tuán)隊(duì)組成以及發(fā)展趨勢(shì)幾個(gè)方面剖析了選擇這一品牌作為案例分析的原因，為論文的余下內(nèi)容的可信度做出基本的定調(diào)和鋪墊。接下來對(duì)少女風(fēng)格服裝品牌市場的現(xiàn)狀進(jìn)行分析，分別從市場的劃分，國內(nèi)外品牌的現(xiàn)狀以及LALABOBO品牌的市場現(xiàn)狀進(jìn)行分析，并提出運(yùn)用市場考察的5個(gè)“R”方法進(jìn)行分析。通過市場問卷調(diào)查對(duì)案例品牌的定位，核心競爭力進(jìn)行剖析，引出對(duì)于“潮牌”的定義并比較LALABOBO與“潮牌”的異同點(diǎn)。第五章對(duì)LALABOBO品牌的設(shè)計(jì)相關(guān)策略進(jìn)行實(shí)際操作的案例分析，對(duì)設(shè)計(jì)管理的團(tuán)隊(duì)構(gòu)建，研發(fā)流程管理，設(shè)計(jì)策略創(chuàng)新，產(chǎn)品組合策略等進(jìn)行案例說明，并提出指導(dǎo)設(shè)計(jì)的FAB法則和28原則，同時(shí)提出企業(yè)對(duì)商業(yè)設(shè)計(jì)師的要求與設(shè)計(jì)師的自我定位原則。論文最后總結(jié)少女風(fēng)格品牌在發(fā)展如何應(yīng)對(duì)產(chǎn)品創(chuàng)新和供應(yīng)鏈升級(jí)的挑戰(zhàn)，闡述設(shè)計(jì)給品牌帶來的核心價(jià)值，同時(shí)設(shè)計(jì)師和企業(yè)要站在綠色環(huán)保，可持續(xù)發(fā)展的角度上面對(duì)機(jī)遇與挑戰(zhàn)。
[Abstract]:Chinese women's wear market is developing rapidly, and the orientation of women's wear market is constantly differentiation. At present, researchers have put more emphasis on the research of mature women's wear market and related brands, which are relatively mature and perfect, which are intensely competitive. As one of the more and more attractive subcategories, the girl dress has gradually expanded its share in the market, but the relevant analysis and research on the local girls' clothing brand is not much. Therefore, this article mainly analyzes and dissects the present situation of China's native girls' style clothing market, starting from the case of LALABOBO, quoting and summing up a large number of brand practical operation experience and brand accumulation data, using brand, Design management, marketing, psychology and other disciplines of cross-theoretical knowledge, the use of literature reference method, market survey questionnaire, comparative analysis methods and other research methods to carry out the study of the subject of the paper. It is mainly divided into the following parts: firstly, starting with the brand background of LALABOBO, this paper analyzes the reasons for choosing this brand as a case study from the aspects of practical experience, performance, management team composition and development trend. Make the basic setting and laying the groundwork for the credibility of the rest of the paper. Then it analyzes the current situation of girls' style clothing brand market, respectively from the market division, the current situation of domestic and foreign brands and the market status of LALABOBO brand, and puts forward the use of five "R" methods to analyze the market. This paper analyzes the positioning of the brand and the core competence through the market questionnaire, and draws the definition of "Chao Brand" and compares the similarities and differences between LALABOBO and "Chao Brand". The fifth chapter analyzes the actual operation of the design strategy of LALABOBO brand, and explains the design management team building, R & D process management, design strategy innovation, product combination strategy and so on. At the same time, the paper puts forward the FAB rule and 28 principle of guiding design, and puts forward the requirements of business designer and the principle of designer's self-orientation. Finally, the paper summarizes how to deal with the challenges of product innovation and supply chain upgrading in the development of girls' style brand, expounds the core value brought by design to the brand, and at the same time, designers and enterprises should stand in the green environmental protection. Facing opportunities and challenges from the perspective of sustainable development.
【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)】：F274;F426.86
本文編號(hào)：2203379
[Abstract]:Chinese women's wear market is developing rapidly, and the orientation of women's wear market is constantly differentiation. At present, researchers have put more emphasis on the research of mature women's wear market and related brands, which are relatively mature and perfect, which are intensely competitive. As one of the more and more attractive subcategories, the girl dress has gradually expanded its share in the market, but the relevant analysis and research on the local girls' clothing brand is not much. Therefore, this article mainly analyzes and dissects the present situation of China's native girls' style clothing market, starting from the case of LALABOBO, quoting and summing up a large number of brand practical operation experience and brand accumulation data, using brand, Design management, marketing, psychology and other disciplines of cross-theoretical knowledge, the use of literature reference method, market survey questionnaire, comparative analysis methods and other research methods to carry out the study of the subject of the paper. It is mainly divided into the following parts: firstly, starting with the brand background of LALABOBO, this paper analyzes the reasons for choosing this brand as a case study from the aspects of practical experience, performance, management team composition and development trend. Make the basic setting and laying the groundwork for the credibility of the rest of the paper. Then it analyzes the current situation of girls' style clothing brand market, respectively from the market division, the current situation of domestic and foreign brands and the market status of LALABOBO brand, and puts forward the use of five "R" methods to analyze the market. This paper analyzes the positioning of the brand and the core competence through the market questionnaire, and draws the definition of "Chao Brand" and compares the similarities and differences between LALABOBO and "Chao Brand". The fifth chapter analyzes the actual operation of the design strategy of LALABOBO brand, and explains the design management team building, R & D process management, design strategy innovation, product combination strategy and so on. At the same time, the paper puts forward the FAB rule and 28 principle of guiding design, and puts forward the requirements of business designer and the principle of designer's self-orientation. Finally, the paper summarizes how to deal with the challenges of product innovation and supply chain upgrading in the development of girls' style brand, expounds the core value brought by design to the brand, and at the same time, designers and enterprises should stand in the green environmental protection. Facing opportunities and challenges from the perspective of sustainable development.
【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)】：F274;F426.86
【參考文獻(xiàn)】
相關(guān)期刊論文 前2條
1 李敬華;徐靜;;中國女裝市場現(xiàn)狀分析及消費(fèi)趨勢(shì)研究[J];市場論壇;2006年02期
2 盧泰宏,黃勝兵,羅紀(jì)寧;論品牌資產(chǎn)的定義[J];中山大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2000年04期
本文編號(hào)：2203379
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