【摘要】：我國加入WTO(世界貿(mào)易組織)以后,國門進(jìn)一步打開,服裝行業(yè)競(jìng)爭(zhēng)日趨激烈,還處在成長(zhǎng)階段的本土服裝品牌遭受了國外品牌的強(qiáng)烈沖擊。在品牌競(jìng)爭(zhēng)文化取勝的今天,如何通過服裝終端賣場(chǎng)視覺形象來展現(xiàn)服裝品牌鮮明獨(dú)特的文化形象至關(guān)重要。通過良好的終端賣場(chǎng)視覺形象,可以將品牌文化的信息有效傳遞給消費(fèi)者,不僅能刺激消費(fèi)者的購買欲,有效維系顧客的忠誠度,還能提升品牌價(jià)值。 通過對(duì)國內(nèi)外服裝企業(yè)的品牌文化與終端賣場(chǎng)陳列之間發(fā)展史的對(duì)比認(rèn)識(shí)研究,論證服裝品牌終端賣場(chǎng)的視覺形象建設(shè)對(duì)于提升品牌文化所起到的作用。 文章主要解決了以下兩個(gè)問題： 第一,國內(nèi)外服裝品牌終端賣場(chǎng)視覺形象與其品牌文化之間關(guān)系的發(fā)展史比較研究。 第二,以“例外EXCEPTION”作為案例分析,提出“終端賣場(chǎng)視覺形象是表達(dá)和傳遞服裝品牌文化的重要載體,它可以強(qiáng)化已經(jīng)設(shè)定好的品牌文化,并將獨(dú)特的品牌文化傳播給消費(fèi)者”這一觀點(diǎn)。
[Abstract]:After China's entry into the WTO (World Trade Organization), the door of the country has been further opened, and the competition in the garment industry has become increasingly fierce, and the local clothing brands, which are still in the growing stage, have suffered a strong impact from foreign brands. In today's competitive brand culture, it is very important to show the distinctive and unique cultural image of clothing brand through the visual image of clothing terminal store. Through a good visual image of the terminal store, the information of brand culture can be effectively transmitted to consumers, which can not only stimulate consumers' desire to buy, effectively maintain customer loyalty, but also enhance brand value. Based on a comparative study of the history of brand culture and the display of terminal stores at home and abroad, this paper demonstrates the role of the visual image construction of clothing brand terminal stores in the promotion of brand culture. This paper mainly solves the following two problems: first, the comparative study of the relationship between the visual image of the clothing brand terminal store and its brand culture at home and abroad. Secondly, taking "exceptional EXCEPTION" as a case study, the paper points out that "the visual image of the terminal store is an important carrier to express and transmit the clothing brand culture, which can strengthen the brand culture that has been set up." And the unique brand culture to the consumer, "this view.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.86;F274

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本文編號(hào)：2225546