【摘要】：中國服裝產(chǎn)業(yè)發(fā)展至今,越趨成熟。在這個(gè)全球化的年代,越來越多的服裝企業(yè)在全球化的分工也有了新的定位,中國服裝產(chǎn)業(yè)也由原來的代工制造逐漸往品牌的模式發(fā)展,獨(dú)立設(shè)計(jì)師品牌在服裝品牌中占據(jù)的位置也日趨重要。愈來愈多的中國服裝設(shè)計(jì)師在四大國際時(shí)裝周顯露頭角,中國的服裝設(shè)計(jì)師品牌在國內(nèi)外悄然綻放著。 本課題通過探究如今備受青睞的中國服裝設(shè)計(jì)師品牌,解析當(dāng)前中國服裝設(shè)計(jì)師品牌的成長近況,深入了解服裝設(shè)計(jì)師品牌在發(fā)展過程中遇到的重重困難與問題,并針對(duì)服裝設(shè)計(jì)師品牌在品牌定位方面所存在的問題,結(jié)合分析中國較為成熟的服裝設(shè)計(jì)師品牌在品牌定位方面的成功之處,提出解決定位問題的方案,探討定位在服裝設(shè)計(jì)師品牌中的重要作用,總結(jié)出服裝設(shè)計(jì)師品牌的定位策略。 本課題從品牌的基本概念延伸到服裝品牌和服裝設(shè)計(jì)師品牌的定義,闡述中國服裝設(shè)計(jì)師品牌的成長近況及存在問題,對(duì)其存在問題的原因進(jìn)行剖析并提出解決的方案；其次本課題以一些成熟并有一定市場規(guī)模的中國服裝設(shè)計(jì)師品牌作為案例分析其在品牌定位的成功策略,提出正在發(fā)展中的服裝設(shè)計(jì)師品牌如何定位自己品牌的相關(guān)建議。本課題屬于探索性研究,通過對(duì)中國服裝設(shè)計(jì)師品牌的資料收集,全面解析中國的服裝設(shè)計(jì)師品牌的成長近況,歸納與建構(gòu)中國服裝設(shè)計(jì)師品牌的定位策略。筆者希望此中國服裝設(shè)計(jì)師品牌的品牌定位策略可供從事服裝設(shè)計(jì)的設(shè)計(jì)師和在校服裝設(shè)計(jì)專業(yè)的學(xué)生在未來創(chuàng)辦服裝設(shè)計(jì)師品牌時(shí)有所借鑒。
[Abstract]:The development of Chinese clothing industry has become more and more mature. In this era of globalization, more and more garment enterprises have a new orientation in the global division of labor, and the garment industry in China has gradually developed from the original contract manufacturing to the brand model. The independent designer brand occupies the position in the clothing brand also day by day important. More and more Chinese fashion designers are showing their heads in the four International Fashion weeks, and Chinese fashion designer brands are quietly blooming at home and abroad. By exploring the popular Chinese fashion designer brand, this topic analyzes the current growth of Chinese fashion designer brand, and deeply understands the difficulties and problems encountered by fashion designer brand in the process of development. Aiming at the problems existing in the brand positioning of clothing designer brand, combined with the analysis of the success of the more mature fashion designer brand in China in brand positioning, the paper puts forward a solution to the problem of brand positioning. This paper discusses the important role of positioning in fashion designer brand, and summarizes the positioning strategy of clothing designer brand. This topic extends from the basic concept of brand to the definition of clothing brand and clothing designer brand, expounds the current situation and existing problems of Chinese fashion designer brand, analyzes the causes of the existing problems and puts forward the solutions. Secondly, this paper takes some mature and certain market scale Chinese fashion designer brand as a case to analyze its successful strategy of brand positioning, and puts forward some relevant suggestions on how to position their own brand for the developing fashion designer brand. This subject is an exploratory study, through the collection of Chinese fashion designer brand data, the overall analysis of China's fashion designer brand growth, summed up and constructed Chinese fashion designer brand positioning strategy. The author hopes that the brand positioning strategy of this Chinese fashion designer brand can be used for reference by designers engaged in fashion design and students majoring in clothing design in the future.
【學(xué)位授予單位】：福建師范大學(xué)
【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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