本文選題：時(shí)尚藏裝 + 產(chǎn)業(yè)化價(jià)值��； 參考：《四川省社會(huì)科學(xué)院》2014年碩士論文

【摘要】：服飾的媒介屬性對(duì)于傳播民族文化具有重要意義，服飾的經(jīng)濟(jì)屬性又意味著服飾需要通過(guò)產(chǎn)業(yè)鏈的共振實(shí)現(xiàn)其商品價(jià)值。我國(guó)的民族服飾產(chǎn)業(yè)面臨著價(jià)值層面，技術(shù)層面及運(yùn)營(yíng)層面的困境，寶貴的民族服飾資源和巨大的制造業(yè)實(shí)力并沒(méi)有得其所用，反而長(zhǎng)期受到國(guó)外服飾產(chǎn)業(yè)的市場(chǎng)壓制和文化侵襲。本文選取西藏民族服飾作為切入點(diǎn)，創(chuàng)新界定了時(shí)尚藏裝的產(chǎn)業(yè)形式，并著力探討了其發(fā)展的價(jià)值及路徑。時(shí)尚實(shí)質(zhì)是人們心有所向但尚未坐擁的價(jià)值觀，藏裝是傳播民族價(jià)值觀的媒介，要實(shí)現(xiàn)藏民族文化的廣泛傳播，首先有賴于對(duì)價(jià)值觀進(jìn)行提煉、編碼，其次是駕馭好新媒體經(jīng)濟(jì)時(shí)代的風(fēng)向盤(pán)，借文化產(chǎn)業(yè)的鏈條通往其文化價(jià)值和經(jīng)濟(jì)價(jià)值的高地。文章將服飾作為媒介及商品的共同體，綜合符號(hào)理論，新聞理論，時(shí)尚理論，營(yíng)銷理論，把著裝者同時(shí)視為傳媒的受眾和市場(chǎng)的消費(fèi)者來(lái)研究，以確立和探尋時(shí)尚藏裝產(chǎn)業(yè)化的未來(lái)。 其一本文分析認(rèn)為民族的并不固然是世界的，屬于世界的前提是先要融入世界。傳播的本質(zhì)是實(shí)現(xiàn)價(jià)值觀的和諧共振，而服飾是價(jià)值觀的外在形式，只有提煉出藏裝的共通價(jià)值觀，并在形式方面加以改造，服飾文化才能得到認(rèn)同，實(shí)現(xiàn)傳播，促成流行。民族服飾品牌有待突破之處在于抓準(zhǔn)文化特性，承襲民族核心價(jià)值和服飾風(fēng)味，因此時(shí)尚藏裝產(chǎn)業(yè)需深入挖掘民族文化的現(xiàn)代意義，，以延展文化的多元性。 其二在民族服飾小企業(yè)面對(duì)新經(jīng)濟(jì)時(shí)代躍躍欲試又一籌莫展之際，我們需要解決的是經(jīng)濟(jì)環(huán)境和產(chǎn)業(yè)策略兩個(gè)問(wèn)題。經(jīng)濟(jì)環(huán)境需要政府的支持，創(chuàng)建西部區(qū)域性的產(chǎn)業(yè)集群有利于時(shí)尚藏裝產(chǎn)業(yè)借規(guī)模效益和資源共享實(shí)現(xiàn)市場(chǎng)開(kāi)拓；而經(jīng)濟(jì)體則需要通過(guò)正確的價(jià)值導(dǎo)向和有益的戰(zhàn)略摸索以尋求生機(jī)。民族服飾經(jīng)濟(jì)不能固步自封地走傳統(tǒng)供需的老路，一是需轉(zhuǎn)變運(yùn)營(yíng)思路，要以價(jià)值觀為核的品牌方針來(lái)構(gòu)建品牌文化，在服飾品牌和產(chǎn)品內(nèi)容方面打破傳播障礙，獲取消費(fèi)者青睞。二是要通過(guò)時(shí)尚元素的嫁接和新媒體的運(yùn)作來(lái)實(shí)現(xiàn)產(chǎn)品和體制的突破。文章就時(shí)尚藏裝的特質(zhì)從品牌運(yùn)營(yíng)、產(chǎn)品設(shè)計(jì)、渠道創(chuàng)新、服務(wù)創(chuàng)新及定價(jià)分析五個(gè)方面予以了新思路新見(jiàn)解，以探尋時(shí)尚藏裝經(jīng)濟(jì)在未來(lái)的可行之路。
[Abstract]:The medium attribute of clothing is of great significance for the dissemination of national culture, and the economic attribute of dress means that clothing needs to realize its commodity value through the resonance of industrial chain. The national clothing industry of our country is faced with the dilemma of value level, technology level and operation level, the precious national dress resources and the huge manufacturing strength have not been used. On the contrary, long-term foreign clothing industry by the market repression and cultural invasion. This paper selects Tibetan national costume as the breakthrough point, defines the industrial form of fashion Tibetan clothing innovatively, and probes into the value and path of its development. The essence of fashion is the values that people have something to offer but have not yet sat on. Tibetan clothing is the medium of spreading national values. In order to achieve the widespread dissemination of Tibetan culture, it depends first of all on refining and coding the values. The second is to control the new media economic era of the wind, through the cultural industry chain to its cultural value and economic value of the high ground. The article regards clothing as the media and commodity community, comprehensive symbol theory, news theory, fashion theory, marketing theory, and regards the dresser as the audience of the media and the consumer of the market. In order to establish and explore the future of fashion and clothing industrialization. Firstly, the author thinks that the national is not the world, but the premise of the world is to integrate into the world. The essence of communication is to realize the harmonious resonance of values, while dress is the external form of values. Only by refining the common values of Tibetan clothing and transforming them in form can dress culture be recognized, spread and popular. The key to the breakthrough of national clothing brand is to grasp the cultural characteristics and inherit the core value and clothing flavor of the nation. So fashion and clothing industry needs to dig into the modern significance of national culture in order to extend the diversity of culture. Second, in the face of the new economic era, small enterprises need to solve two problems: economic environment and industrial strategy. The economic environment needs the support of the government, and the establishment of the regional industrial cluster in the west is conducive to realizing the market development with the benefit of scale and the sharing of resources. Economies, on the other hand, need to grope for survival through the right value-oriented and useful strategies. The traditional way of supply and demand should not be taken firmly by the economy of national dress. First, it is necessary to change the thinking of operation, to construct brand culture with the core of values, and to break the communication barrier in the aspect of clothing brand and product content. Get the favor of consumers. The second is to achieve the breakthrough of product and system through the grafting of fashion elements and the operation of new media. This paper gives some new ideas on the characteristics of fashion collection from five aspects: brand operation, product design, channel innovation, service innovation and pricing analysis, in order to explore the feasible way of fashion Tibetan clothing economy in the future.
【學(xué)位授予單位】：四川省社會(huì)科學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.86

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