本文選題：陳列設(shè)計(jì) + 一線品牌　； 參考：《陜西科技大學(xué)》2017年碩士論文

【摘要】：隨著我國制造業(yè)的轉(zhuǎn)型升級(jí),處于勞動(dòng)密集型產(chǎn)業(yè)的一線品牌運(yùn)動(dòng)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(shè)。隨著一線品牌運(yùn)動(dòng)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(gòu)、促進(jìn)產(chǎn)業(yè)升級(jí)等舉措來應(yīng)對(duì)國際品牌的沖擊已經(jīng)成為必然趨勢(shì)。由于我國一線品牌運(yùn)動(dòng)鞋服企業(yè)品牌發(fā)展起步晚,在專賣店陳列設(shè)計(jì)整體上處于模擬國外風(fēng)格的特征,缺乏系統(tǒng)規(guī)劃,造成設(shè)計(jì)元素和適宜的氛圍烘托的缺失。加之國內(nèi)高校在學(xué)科建設(shè)方面涉獵不足,目前國內(nèi)一線運(yùn)動(dòng)鞋服品牌的專賣店陳列設(shè)計(jì)創(chuàng)意不足,主題牽強(qiáng),賣場(chǎng)整體感不強(qiáng)。本研究的目的在于喚起一線品牌運(yùn)動(dòng)鞋服品牌企業(yè)對(duì)專賣店陳列的重視,積極加強(qiáng)專業(yè)化專賣店陳列設(shè)計(jì)建設(shè)。本研究所涉獵的一線品牌主要界定在運(yùn)動(dòng)鞋服領(lǐng)域,在國內(nèi)及國際上具有時(shí)尚、技術(shù)、功能等方面的引領(lǐng)效應(yīng),在本行業(yè)內(nèi)具有較強(qiáng)的領(lǐng)導(dǎo)力和影響力,如耐克、阿迪達(dá)斯、安踏、李寧等品牌。這類企業(yè)有實(shí)力進(jìn)行系統(tǒng)化、體系性的陳列設(shè)計(jì),同時(shí)其品牌附屬的一線品牌運(yùn)動(dòng)鞋服產(chǎn)品款式、品類較為全面,幾乎涵蓋一線品牌運(yùn)動(dòng)鞋服產(chǎn)品中所有類目,針對(duì)其展開的研究具有極高針對(duì)性和普遍推廣價(jià)值,成果對(duì)相關(guān)產(chǎn)業(yè)的具體應(yīng)用有系統(tǒng)化指導(dǎo)意義。本研究以一線品牌運(yùn)動(dòng)鞋服專賣店為背景視角,從一線品牌運(yùn)動(dòng)鞋服專賣店的整體陳列設(shè)計(jì)入手,以陳列設(shè)計(jì)的表現(xiàn)形式為重點(diǎn),以補(bǔ)充和完善專賣店陳列設(shè)計(jì)的理論為目標(biāo),具有特定針對(duì)性強(qiáng)、與消費(fèi)市場(chǎng)聯(lián)系緊密、學(xué)科融合性高的特點(diǎn)。本研究的主要內(nèi)容有:一是通過市場(chǎng)實(shí)地調(diào)研及測(cè)試分析,從一線品牌運(yùn)動(dòng)鞋服專賣店的各要素、角度、細(xì)節(jié)出發(fā),系統(tǒng)的總結(jié)出專門針對(duì)一線品牌運(yùn)動(dòng)鞋服專賣店陳列的設(shè)計(jì)原則和方式方法,為一線品牌運(yùn)動(dòng)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(yùn)動(dòng)鞋服專賣店陳列設(shè)計(jì)中不同構(gòu)成要素對(duì)消費(fèi)者產(chǎn)生的影響,從消費(fèi)心理學(xué)、設(shè)計(jì)心理學(xué)的角度綜合分析這些效應(yīng)并形成系統(tǒng)的指導(dǎo)性文案;三是從學(xué)科綜合的角度出發(fā),從環(huán)境設(shè)計(jì)學(xué)、色彩學(xué)、消費(fèi)心理學(xué)、市場(chǎng)營銷學(xué)、設(shè)計(jì)構(gòu)成、展示設(shè)計(jì)學(xué)、燈光設(shè)計(jì)等學(xué)科多角度、全方位進(jìn)行一線品牌運(yùn)動(dòng)鞋服專賣店陳列設(shè)計(jì)專項(xiàng)研究。本項(xiàng)目旨在通過對(duì)一線品牌運(yùn)動(dòng)鞋服專賣店陳列的設(shè)計(jì)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(yùn)動(dòng)鞋服專賣店技術(shù)、理論指導(dǎo)體系。進(jìn)一步提升專賣店陳列設(shè)計(jì)水平、助推品牌形象、增強(qiáng)品牌市場(chǎng)活力、提高陳列效率及經(jīng)濟(jì)效益,幫助企業(yè)建立科學(xué)的陳列設(shè)計(jì)技術(shù)理念,豐富并完善我國相關(guān)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(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J525.2

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