【摘要】：隨著中國經(jīng)濟的轉(zhuǎn)型,專賣店作為零售業(yè)銷售的主要場所,在商業(yè)發(fā)展中占據(jù)著重要地位。不斷提高的生活質(zhì)量,使人們的消費心理、購物行為都有了新的需求,專賣店展示帶來的心理上的感受得到越來越多的重視。針對“她世紀”的到來,準確了解女性消費心理并根據(jù)此特點對品牌服飾專賣店展示設計進行研究,目的在于為女性消費者創(chuàng)造輕松、愉悅、舒適的商業(yè)展示環(huán)境,引導女性合理消費。在專賣店展示設計中引入女性消費心理的概念,并以此指導設計實踐,對構建一個集消費與休閑于一體的品牌專賣店展示環(huán)境,具有理論和實踐的雙重意義。本文從女性消費心理基本概念出發(fā),以相關理論為基礎,將女性消費心理相關的科學理論運用到專賣店展示設計實踐中,研究在理論與實踐相結合中,如何營造滿足女性消費心理的展示空間環(huán)境。論文主要內(nèi)容包括：其一,論文將針對女性消費心理、女性人體尺度以及視知覺等進行剖析與研究,并通過筆者的實地調(diào)研,分析總結出女性消費心理特征與規(guī)律；其二,從專賣店展示空間的形式語言方面展開分析與研究,同時例舉相關案例進行分析,進一步提出與品牌專賣店展示設計有關的理論。其三,分析女性消費心理在專賣店展示構成要素上的運用,運用理論與實際相結合的方式,對專賣店展示設計中女性的消費心理特點與原則進行總結。以期望在品牌服飾專賣店展示設計實踐中合理運用女性消費心理理論。論文最后例舉筆者實習期間參與設計的實際項目,并結合女性消費心理相關內(nèi)容進行分析。針對以上分析研究,本文試圖通過理論探討與實踐應用相結合,檢驗女性消費心理的規(guī)律和特點,力求對今后的品牌服飾專賣店展示設計工作起到一定的借鑒與參考作用。
[Abstract]:With the transformation of China's economy, specialty stores, as the main place of retail sales, play an important role in the development of business. With the continuous improvement of the quality of life, people's consumption psychology and shopping behavior have new demands, and the psychological feeling brought by the display of specialty stores has been paid more and more attention. In view of the arrival of "her Century", we can accurately understand the female consumer psychology and study the display design of the brand clothing store according to this characteristic. The purpose is to create a relaxed, pleasant and comfortable commercial display environment for the female consumers. Leading women to spend rationally. The concept of female consumption psychology is introduced into the display design of specialty stores, and it is of both theoretical and practical significance to construct a brand store display environment which integrates consumption and leisure. Starting from the basic concept of female consumer psychology and based on the relevant theories, this paper applies the scientific theory of female consumer psychology to the display design practice of specialty stores, and studies the combination of theory and practice. How to create the space environment to satisfy the female consumption psychology. The main contents of this paper are as follows: first, the thesis will analyze and study the female consumer psychology, female human body scale and visual perception, and through the author's field investigation, analyze and summarize the characteristics and laws of female consumer psychology; second, This paper analyzes and studies the formal language of the display space of the exclusive store, and at the same time, gives an example to analyze the relevant cases, and further puts forward the theory related to the display design of the brand store. Thirdly, it analyzes the application of female consumer psychology in the display elements of specialty stores, and summarizes the characteristics and principles of women's consumption psychology in the display design of specialty stores by combining theory with practice. In order to expect the brand clothing store display design practice the rational use of female consumer psychology theory. At the end of the paper, the author gives an example of the actual project that the author participated in the design during the practice period, and analyzes the related contents of female consumer psychology. In view of the above analysis and research, this paper attempts to test the laws and characteristics of women's consumption psychology through the combination of theoretical discussion and practical application, in order to play a certain reference and reference role in the display and design of brand clothing stores in the future.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F721;F713.55

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本文編號：2122124