發(fā)布時間：2018-03-17 13:05

  本文選題：絲巾　切入點：絲巾藝術設計　出處：《東華大學》2017年碩士論文　論文類型：學位論文

【摘要】：絲巾作為有著悠久歷史和文化積淀的服飾品,因其獨特的魅力深受人們喜愛。隨著藝術和文化的影響,絲巾的作用早已超越其本身的實用功能,成為了一種歷史傳承、文化符號,承載著飾品的藝術裝飾功能。一方面,絲巾是國際各大奢侈品品牌中至關重要的一大系列飾品,豐富多樣的絲巾款式成為了服飾時尚潮流的風向標。另一方面,中國絲巾文化具有其傳統(tǒng)文化的代表性,本土絲巾文化價值的發(fā)揚和絲巾的高端化突破與創(chuàng)新發(fā)展,成為了發(fā)展國內品牌的重點課題。就目前來說,對絲巾的研究大多停留在絲巾紋樣圖案、絲巾的佩戴方式這些方面,而對于絲巾藝術設計的研究也往往是圍繞絲巾的設計題材、紋樣構圖、面料色彩、工藝制造等方面展開,關于絲巾整體品牌化發(fā)展的研究少之又少。因而本文在絲巾藝術設計的基礎上,以絲巾品牌的視覺展示手法為切入點,通過對絲巾設計現(xiàn)狀、絲巾品牌文化、整體視覺展示、絲巾品牌推廣創(chuàng)新等方面的深入調研,探索絲巾藝術設計與品牌展示的優(yōu)化整合。本文主要針對國內外絲巾品牌,以其絲巾藝術設計與品牌展示為研究對象,以優(yōu)化絲巾品牌的整體化創(chuàng)新為目標,進行了以下三方面的研究:一是絲巾藝術設計的論述,從絲巾發(fā)展和絲巾藝術設計元素上分析,得出了絲巾藝術設計的價值體現(xiàn)在文化內涵和創(chuàng)新靈魂上。二是絲巾品牌的綜合研究,通過對國內外絲巾品牌發(fā)展現(xiàn)狀的調研分析,揭示絲巾品牌發(fā)展的重要性在于賦予品牌文化內涵和形成自己獨特的品牌藝術風格。三是絲巾品牌展示的發(fā)展方向,從展示設計切入,選取代表性品牌案例,詳細分析國內外絲巾的展示路徑與方法,論述絲巾視覺展示與品牌整體視覺營銷的重要意義。最后通過以上三方面內容重點總結了絲巾藝術設計與品牌展示的優(yōu)化整合,從絲巾藝術設計的創(chuàng)新為優(yōu)化整合之本出發(fā),貫通品牌創(chuàng)新的多學科內容,以多元化分析的手法展示藝術設計與品牌文化的結合。保持品牌文化與絲巾設計的一致性,保持展示形象和品牌形象的一致性,從而營造出品牌的整體系統(tǒng)化的一體性效果,以達到品牌營銷和推廣的最終目的。本課題的研究中運用了文獻資料歸納總結法、品牌跟蹤研究法、實地觀測調研法、對比研究分析法等方法研究。旨在傳統(tǒng)絲巾紋樣圖案的藝術設計研究上有所突破,從絲巾品牌整體展示方面入手,主要對國外絲巾品牌較為成熟的視覺營銷系統(tǒng)進行歸納總結,對國內絲巾品牌實地考察跟蹤研究,力求通過國內外品牌的對比研究,來構建絲巾藝術設計和展示設計的優(yōu)化整合之道,從而對未來絲巾品牌發(fā)展提供理論基礎和實踐方向。
[Abstract]:Silk scarves, as clothing ornaments with a long history and cultural accumulation, are loved by people because of their unique charm. With the influence of art and culture, the role of silk scarves has already exceeded its practical function and become a historical heritage. Cultural symbols, bearing the art decoration function of jewelry. On the one hand, silk scarves are an important series of ornaments among the major luxury brands in the world. The rich and diverse styles of silk scarves have become the vane of fashion trends. On the other hand, Chinese silk towel culture is representative of its traditional culture. The development of local silk towel culture value and the high-end breakthrough and innovation of silk scarves have become the focus of the development of domestic brands. Most of the researches on silk scarves remain in the areas of scarves patterns and patterns of wearing scarves. However, the research on the artistic design of silk scarves is often carried out around the design theme, pattern composition, fabric color, and technological manufacture of silk scarves, etc. There is little research on the overall brand development of silk scarves. Therefore, based on the artistic design of silk scarves, this paper takes the visual display techniques of silk scarves brand as the breakthrough point, through the current situation of silk scarves design, the scarf brand culture, the overall visual display, This paper mainly aims at the domestic and foreign silk scarves brand, taking its silk towel art design and brand display as the research object, and explores the optimization and integration of the silk towel art design and brand display. In order to optimize the overall innovation of silk towel brand, the following three aspects of research are carried out: first, the paper discusses the artistic design of silk towel, analyzes the development of silk towel and the elements of silk towel art design. It is concluded that the value of silk towel art design is embodied in the cultural connotation and innovative soul. Second, the comprehensive study of silk towel brand, through the investigation and analysis of the domestic and foreign silk towel brand development status, Revealing the importance of silk towel brand development lies in giving brand culture connotation and forming its own unique brand art style. Third, the development direction of silk towel brand display, from display design cut into, select representative brand cases, This paper analyzes in detail the ways and methods of silk towel display at home and abroad, and discusses the important significance of silk towel visual display and brand overall visual marketing. Finally, it summarizes the optimization and integration of silk towel art design and brand display through the above three aspects. Starting from the innovation of silk scarf art design as the foundation of optimization and integration, the multi-disciplinary content of brand innovation is carried through, and the combination of art design and brand culture is displayed by means of diversified analysis, so as to maintain the consistency between brand culture and silk towel design. In order to achieve the ultimate goal of brand marketing and promotion, the research of this topic adopts the method of literature summary, which maintains the consistency between the display image and the brand image, thus creating the whole systematic and unified effect of the brand, so as to achieve the ultimate goal of brand marketing and promotion. Brand tracking research method, field observation research method, comparative research analysis method and so on. The aim is to make a breakthrough in the artistic design of traditional silk towel pattern, starting with the overall display of silk towel brand. Mainly summarized the foreign silk scarf brand more mature visual marketing system, domestic silk scarf brand field investigation and tracking research, strive to domestic and foreign brand contrast research, To construct the way of optimizing and integrating the artistic design and display design of silk towel, thus providing the theoretical basis and practical direction for the development of silk towel brand in the future.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J525.2

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