本文選題：網(wǎng)絡營銷　切入點：服裝面料　出處：《青島大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著現(xiàn)代社會信息化的高速發(fā)展,網(wǎng)絡營銷這一消費模式越來越被人們接受,CNIT-Research(中國IT研究中心)預計,2015年底,中國的網(wǎng)上購物人口將達到3.1億,繼續(xù)保持快速增長勢頭。對于網(wǎng)上成千上萬的商品,如何成功吸引消費者的注意,一張成功的商品照片就顯得格外重要,服裝行業(yè)更是如此。服裝的顏色、款式、面料的材質、織物組織以及拍攝條件都會影響照片的真實性。另外網(wǎng)絡環(huán)境的不同,也會影響照片的真實性。怎樣在網(wǎng)絡環(huán)境下更加真實地還原服裝面料的各項特征,如服裝面料的色彩、質地,使消費者在產生購買欲望的同時,減少因為收到貨后與心理預期不符而退換貨的現(xiàn)象是網(wǎng)絡銷售者和消費者關心的。為了最大程度地使網(wǎng)絡圖片呈現(xiàn)真實的服裝面料特質,本文主要從面料色彩以及面料的質地這兩方面對服裝面料的網(wǎng)絡圖片呈現(xiàn)手段與面料內在和外在特征的相符程度及其影響因素進行研究。首先對于面料顏色的呈現(xiàn),本文基于服裝面料的特質,即纖維紗線交織排列特點,研究相機參數(shù)對于面料圖片色彩真實性的影響,如快門速度、光圈值、ISO感光度、銳度、飽和度以及反差值,采用單一變量法調整相機參數(shù),然后將拍攝的照片進行相互對比、與面料對比,得到相機參數(shù)對于面料圖片色彩的影響規(guī)律;并采用正交設計方法,對實驗所得數(shù)據(jù)進行了最優(yōu)化分析,得到了最能真實的反映織物圖片顏色的相機參數(shù)值:快門100、光圈8、ISO感光度1200、銳度1。對于面料質地的視覺表達方式,本文針對幾種典型的擺拍方式,如平鋪式、折疊式、微距拍攝細節(jié)以及動態(tài)圖法等,采用上述遴選的相機最優(yōu)參數(shù)對面料采用不同的拍攝方式進行拍攝,研究這些拍攝方式對不同面料質地特征呈現(xiàn)的圖片效果,并對這些拍攝方式所能呈現(xiàn)的面料內在性能特征進行了分析和研究,找出最能真實體現(xiàn)面料質地的拍攝方式。所得的結論有:由平鋪法所得照片中顯得麻織物更輕薄、緊度小,可以稍微區(qū)分棉麻織物,同理也可以稍微區(qū)分出麻織物和絲織物;通過漩渦折疊法觀察織物的折疊形體可以初步判斷出較厚的織物和較薄的織物,根據(jù)厚薄可以知道大概的材質,根據(jù)毛羽和色澤還可以判斷出絲織物和棉織物;通過往復折疊法比較織物的克重和彈性恢復率的大小,還可以看出織物的紗線覆蓋系數(shù);對布邊局部細節(jié)的觀察,能幫助我們綜合之前整體的信息進而更好的認識這種布料,比如對紗線、織物組織、厚薄的認識更清楚。不同質地的面料,其服裝的視覺表現(xiàn)是不同的,這是因為面料的質地體現(xiàn)了面料本身的某些內在特性,例如懸垂性、蓬松性、柔軟性、表面性能等,這些性能會影響服裝外觀的典型特性,而這些典型特性是與織物的平方米克重、抗彎剛度、斷裂伸長率以及織物的厚度、彈性伸長率、彈性回復率、折皺回復角等基本性能緊密相關的,因此適當?shù)拿媪蠑[拍方式可以真實體現(xiàn)面料的質地,并可以真實反映面料的內在特性。本文通過實驗測試的方法對面料典型性能的內在影響因素與其視覺表現(xiàn)的相關性進行了研究,并通過SPSS軟件對實驗數(shù)據(jù)進行了相關性分析,得到了面料的懸垂系數(shù)以及蓬松值與面料基本性能的相關值。從而確定相關性顯著較大的影響因素,以懸掛法圖片懸垂夾角的大小對懸垂性的優(yōu)劣進行直觀表現(xiàn),以織物曲面弧度直徑的大小來直觀的表現(xiàn)織物蓬松度的大小,確定其對應關系。對于消費者選擇到自己心儀的服裝、網(wǎng)絡服裝展示標準奠定基礎。
[Abstract]:With the rapid development of modern information society, the network marketing of this consumption pattern is more and more accepted, CNIT-Research (China IT Research Center) is expected by the end of 2015, Chinese online shopping population will reach 310 million, continue to maintain a rapid growth momentum. For thousands of goods online, how to successfully attract the attention of consumers, a successful the photos of the products is particularly important, the clothing industry is even more so. The color of clothing, style, fabric texture, fabric and shooting conditions will affect the authenticity of the photo. In network environment, will also affect the authenticity of the photo. How to restore a more realistic features of the fabric in the network under the environment, such as fabric color, texture, so that consumers desire to buy produce at the same time, because of reduced after the receipt of goods is inconsistent with the psychological expectations and return is the phenomenon of network Network sellers and consumers concerned. In order to maximize the network picture showing the real fabric characteristics, study the consistent degree and influencing factors this paper presents means and fabric of internal and external features of fabric images from the network fabric color and fabric texture in these two aspects. First, this paper presents the fabric color. Based on the characteristics of garment fabrics, namely fiber interwoven arrangement characteristics, research on camera parameters on the influence of fabric color picture of authenticity, such as shutter speed, aperture value, ISO sensitivity, sharpness, saturation and contrast value, using a single variable method to adjust the camera parameters, and then the photos were compared, and the contrast of fabrics, get the influence of camera parameters on fabric color pictures; and using the orthogonal design method, the experimental data for the optimization analysis, The best camera parameters reflect the fabric image color values: 100 shutter, aperture 8 ISO, ISO 1200, 1. for the sharpness of fabric texture visual expression, this paper focuses on several typical pose, such as tiling, folding, macro details and dynamic graph method, the optimal camera the parameter selection of fabrics were photographed by different way of shooting, shooting these research methods for different fabric texture features of images, and the performance characteristics of the inner fabric shooting mode presented by analysis and research, to identify the true embodiment of fabric texture shooting mode. The conclusions are: the photo is tiled by hemp fabric thinner, tightness, can slightly distinguish cotton fabric, similarly can also slightly distinguish the hemp fabric and silk fabric; through the vortex folding method to observe the fabric The folding body can initially determine a thick fabric and thin fabric, according to thickness you can know about the material, according to the color of the hairiness and also can judge the silk fabric and cotton fabric; through the reciprocating folding method of fabric weight comparison and elastic recovery of the size, can also see the yarn fabric the observation of the edge coverage coefficient; local details, can help us comprehensive overall information and better understanding of this kind of cloth, such as yarn, fabric thickness, the more clear. Different fabrics, the visual expression of clothing is different, this is because the fabric texture reflects some the inherent characteristics of the fabric itself, such as drape, fluffy, soft, surface properties, typical characteristics of these properties will affect the appearance of a garment, and these characteristics are typical and Mick square of fabric weight, bending stiffness, fracture The elongation and thickness of fabric elastic elongation, elastic recovery, wrinkle recovery angle is closely related to the basic performance, so the appropriate method can reflect the real fabric before making the fabric texture, and can reflect the inherent characteristics of the fabric. This paper studies through experiments on the typical properties of fabrics between internal factors and the visual performance was carried out, and the data were analyzed by correlation analysis by SPSS software, get the fabric drape coefficient and fluffy value correlation value and basic properties of the fabrics. In order to determine the influence of related factors significantly larger, with pictures of the angle of suspension drape on the drape is shown visually in fabric surface curvature diameter to a visual representation of the fabric fluffy size, determine the corresponding relations. For consumers to choose to own heart instrument service Installation, network clothing exhibition standards lay the foundation.

【學位授予單位】：青島大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：TS941.4

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本文編號：1574917