本文選題：陳列設計 + 一線品牌�。� 參考：《陜西科技大學》2017年碩士論文

【摘要】：隨著我國制造業(yè)的轉(zhuǎn)型升級,處于勞動密集型產(chǎn)業(yè)的一線品牌運動鞋服制造業(yè)逐步從單純的OEM產(chǎn)品來料、來樣加工轉(zhuǎn)型為品牌化建設。隨著一線品牌運動鞋服企業(yè)品牌化的深入,通過整合自身資源、調(diào)整產(chǎn)業(yè)結(jié)構、促進產(chǎn)業(yè)升級等舉措來應對國際品牌的沖擊已經(jīng)成為必然趨勢。由于我國一線品牌運動鞋服企業(yè)品牌發(fā)展起步晚,在專賣店陳列設計整體上處于模擬國外風格的特征,缺乏系統(tǒng)規(guī)劃,造成設計元素和適宜的氛圍烘托的缺失。加之國內(nèi)高校在學科建設方面涉獵不足,目前國內(nèi)一線運動鞋服品牌的專賣店陳列設計創(chuàng)意不足,主題牽強,賣場整體感不強。本研究的目的在于喚起一線品牌運動鞋服品牌企業(yè)對專賣店陳列的重視,積極加強專業(yè)化專賣店陳列設計建設。本研究所涉獵的一線品牌主要界定在運動鞋服領域,在國內(nèi)及國際上具有時尚、技術、功能等方面的引領效應,在本行業(yè)內(nèi)具有較強的領導力和影響力,如耐克、阿迪達斯、安踏、李寧等品牌。這類企業(yè)有實力進行系統(tǒng)化、體系性的陳列設計,同時其品牌附屬的一線品牌運動鞋服產(chǎn)品款式、品類較為全面,幾乎涵蓋一線品牌運動鞋服產(chǎn)品中所有類目,針對其展開的研究具有極高針對性和普遍推廣價值,成果對相關產(chǎn)業(yè)的具體應用有系統(tǒng)化指導意義。本研究以一線品牌運動鞋服專賣店為背景視角,從一線品牌運動鞋服專賣店的整體陳列設計入手,以陳列設計的表現(xiàn)形式為重點,以補充和完善專賣店陳列設計的理論為目標,具有特定針對性強、與消費市場聯(lián)系緊密、學科融合性高的特點。本研究的主要內(nèi)容有:一是通過市場實地調(diào)研及測試分析,從一線品牌運動鞋服專賣店的各要素、角度、細節(jié)出發(fā),系統(tǒng)的總結(jié)出專門針對一線品牌運動鞋服專賣店陳列的設計原則和方式方法,為一線品牌運動鞋服企業(yè)在專賣店陳列方面提供理論依據(jù);二是系統(tǒng)性研究一線品牌運動鞋服專賣店陳列設計中不同構成要素對消費者產(chǎn)生的影響,從消費心理學、設計心理學的角度綜合分析這些效應并形成系統(tǒng)的指導性文案;三是從學科綜合的角度出發(fā),從環(huán)境設計學、色彩學、消費心理學、市場營銷學、設計構成、展示設計學、燈光設計等學科多角度、全方位進行一線品牌運動鞋服專賣店陳列設計專項研究。本項目旨在通過對一線品牌運動鞋服專賣店陳列的設計原則和系統(tǒng)性方式方法等方面的研究,形成系統(tǒng)化的一線品牌運動鞋服專賣店技術、理論指導體系。進一步提升專賣店陳列設計水平、助推品牌形象、增強品牌市場活力、提高陳列效率及經(jīng)濟效益,幫助企業(yè)建立科學的陳列設計技術理念,豐富并完善我國相關方面的研究成果。
[Abstract]:With the transformation and upgrading of China's manufacturing industry, the first-line brand sneaker clothing manufacturing industry in labor-intensive industries has gradually transformed from pure OEM products to brand construction. With the deepening of brand of first-line brand sports shoes clothing enterprises, it has become an inevitable trend to deal with the impact of international brands by integrating their own resources, adjusting the industrial structure, promoting industrial upgrading and other measures. Because of the late start of the brand development of our country's first-line brand sports shoes clothing enterprise, the display design of the exclusive store is in the characteristic of simulating the foreign style as a whole, and lacks the systematic planning, resulting in the lack of the design elements and the suitable atmosphere. In addition, the lack of discipline construction in domestic colleges and universities, the current domestic sports shoes clothing brand store display design is inadequate, the theme is far-fetched, the overall sense of the store is not strong. The purpose of this study is to arouse the attention of the first-line brand sports shoes clothing brand enterprises to the display of specialty stores and to strengthen the design and construction of specialized stores. This institute dabbles in the front line brand mainly to define in the sports shoes clothing domain, has the fashion, the technology, the function and so on aspect leading effect in the domestic and the international, has the stronger leadership and the influence in the industry, such as Nike, Adidas, Anta, Li Ning and other brands. This kind of enterprise has the strength to carry on the systematic, systematic display design, at the same time its brand subsidiary first-line brand sports shoes clothing product style, the category is relatively comprehensive, almost covers the first line brand sports shoes clothing product all categories, The research on it has high pertinence and popularizing value, and the results have systematic guiding significance to the concrete application of related industries. This research takes the first line brand sports shoes clothing monopoly store as the background angle of view, starts with the overall display design of the first-line brand sports shoes clothing monopoly store, takes the display design form as the focal point, takes supplements and consummates the exclusive store display design theory as the goal. Has the specific pertinence strong, and the consumer market contact closely, the discipline fusion high characteristic. The main contents of this study are as follows: first, through market field research and test analysis, starting from the factors, angles and details of first-line brand sports shoes clothing stores, The system summarizes the design principles and methods for the display of the one-line brand sports shoes clothing stores, and provides the theoretical basis for the first-line brand sports shoes clothing enterprises in the display of stores; The second is the systematic study of the impact of different elements on consumers in the display design of first-line brand sports shoes clothing stores. From the perspective of consumer psychology and design psychology, this paper comprehensively analyzes these effects and forms a systematic guidance case. Third, from the perspective of comprehensive discipline, from the environmental design, color, consumer psychology, marketing, design composition, display design, lighting design and other disciplines, All-round brand sports shoes clothing store display design special research. The purpose of this project is to form a systematic technical and theoretical guidance system through the study of the design principles and systematic ways and methods of the display of first-line brand sports shoes clothing specialty stores. To further enhance the display design level of specialty stores, promote brand image, enhance brand market vitality, improve display efficiency and economic efficiency, help enterprises to establish scientific display design technology concept, Enrich and improve the relevant research results in China.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J525.2

【參考文獻】

相關期刊論文 前10條

1 陳媛;弓太生;;運動鞋服專賣店商品陳列環(huán)境的研究[J];中國皮革;2016年01期

2 陳雙群;;企業(yè)營銷價值創(chuàng)造活動優(yōu)化研究——基于價值鏈會計導向視角[J];財會通訊;2014年25期

3 郭銀萍;;消費者心理在廣告策劃中的應用[J];商;2014年22期

4 邱瑾;吳丹;;協(xié)同信息檢索用戶行為研究方法綜述[J];信息資源管理學報;2012年01期

5 段文革;張若菊;張健;;淺談如何塑造圖書館的品牌服務[J];黑龍江科技信息;2012年03期

6 孫長勇;;談不同元素在櫥窗設計中的運用[J];山東行政學院學報;2011年02期

7 毛天斌;;家居賣場空間——商品展示與陳列[J];商場現(xiàn)代化;2009年02期

8 張艾麗;葉森;;以奧林匹克精神為綱——中國運動鞋品牌運行之我見[J];中國橡膠;2008年18期

9 聶紅衛(wèi);;市場調(diào)研中的統(tǒng)計抽樣法[J];大眾科技;2008年04期

10 郭麗;;論服裝陳列與服裝陳列師的定位[J];武漢科技學院學報;2007年01期

相關碩士學位論文 前10條

1 陳美芳;羽絨服產(chǎn)品的體驗式陳列研究[D];浙江理工大學;2014年

2 韓建林;基于消費決策的大學生運動鞋設計研究[D];陜西科技大學;2013年

3 李如;品牌女鞋陳列要素分析與設計研究[D];陜西科技大學;2012年

4 徐知賢;中韓女裝品牌賣場陣列設計對比[D];東華大學;2012年

5 關圣昆;基于核心競爭力的國產(chǎn)體育品牌營銷策略研究[D];云南大學;2011年

6 劉瑞斌;服裝專賣店燈光布局及光效的探索[D];河北科技大學;2011年

7 伍曦;女裝網(wǎng)絡營銷中的色彩應用研究[D];武漢紡織大學;2011年

8 李娜;服裝陳列空間構成與消費者心理效應的研究[D];大連工業(yè)大學;2011年

9 張劍峰;男裝陳列設計研究[D];蘇州大學;2010年

10 連蓮;基于消費者決策風格細分的大學生奢侈品購買動機研究[D];上海交通大學;2010年

，

本文編號：1826020