【摘要】：隨著中國(guó)人均GDP不斷增長(zhǎng)，精品消費(fèi)的熱潮在國(guó)內(nèi)的服裝市場(chǎng)上掀起，消費(fèi)者的服裝消費(fèi)購(gòu)買(mǎi)行為將不僅是滿(mǎn)足其最基本的安全需求，而是向更高的精神需求自我滿(mǎn)足需求方面發(fā)展特別是新媒體時(shí)代的盛起，新一批消費(fèi)者跨入新富的行列，將越來(lái)越迫切的需要能反映自身時(shí)尚品味和社會(huì)地位的服裝，而這種需求也將成就一批抓住了該階層需求的服裝品牌現(xiàn)階段而言，視覺(jué)營(yíng)銷(xiāo)在國(guó)內(nèi)服裝企業(yè)的理論性研究成果并不明確，在具體的實(shí)踐運(yùn)用中，視覺(jué)營(yíng)銷(xiāo)與店鋪陳列之間被畫(huà)上了等號(hào)大部分的服裝企業(yè)在制定品牌的視覺(jué)營(yíng)銷(xiāo)策略中，很難做到全面的理解和長(zhǎng)遠(yuǎn)的規(guī)劃本論文對(duì)服裝企業(yè)基于生活方式的視覺(jué)營(yíng)銷(xiāo)進(jìn)行的研究實(shí)踐就是建立在此背景之下的 首先，，本研究對(duì)于視覺(jué)營(yíng)銷(xiāo)的理論和生活方式的理論進(jìn)行了闡述，從當(dāng)前服裝品牌通常的傳統(tǒng)視覺(jué)營(yíng)銷(xiāo)方式入手，總結(jié)了當(dāng)下市場(chǎng)上服裝品牌視覺(jué)營(yíng)銷(xiāo)的現(xiàn)狀及不足然后，針對(duì)這些不足，根據(jù)視覺(jué)營(yíng)銷(xiāo)的理論，提出了一種基于生活方式的視覺(jué)營(yíng)銷(xiāo)概念，并詳細(xì)闡述了基于生活方式與視覺(jué)營(yíng)銷(xiāo)模式下的終端陳列具體操作方法在此過(guò)程中，對(duì)將生活方式運(yùn)用于視覺(jué)營(yíng)銷(xiāo)中的服裝品牌進(jìn)行案例分析最后，在對(duì)品牌IENIN進(jìn)行具體視覺(jué)營(yíng)銷(xiāo)策略分析與實(shí)踐中，筆者概括了法式浪漫主義的生活方式元素，并將其提取出具象的陳列道具及展具，通過(guò)對(duì)品牌目標(biāo)消費(fèi)群體的研究分析，將其具體應(yīng)用于該品牌的終端陳列及櫥窗的設(shè)計(jì)運(yùn)用當(dāng)中本論文的研究思路，也希望可以給國(guó)內(nèi)的服裝品牌在具體的視覺(jué)營(yíng)銷(xiāo)方案策劃與實(shí)踐中提供參考性意見(jiàn)
[Abstract]:With the continuous growth of per capita GDP in China, the upsurge of boutique consumption has set off in the domestic clothing market. Consumers' clothing consumption and purchase behavior will not only meet their most basic safety needs. But to the higher spiritual demand to meet the needs of the development, especially in the era of new media, a new group of consumers into the ranks of the new rich, will become more and more urgent need to reflect their own fashion taste and social status of clothing. And this kind of demand will also achieve a group of clothing brands that grasp the needs of this class at this stage, the theoretical research results of visual marketing in domestic garment enterprises are not clear, in the specific practical application, There is an equal number between visual marketing and store display. Most clothing enterprises are working out brand visual marketing strategies. It is difficult to achieve a comprehensive understanding and long-term planning. The research practice of this paper on the visual marketing based on lifestyle in clothing enterprises is based on this background. This study expounds the theory of visual marketing and the theory of lifestyle, starts with the traditional visual marketing mode of clothing brand at present, summarizes the present situation and shortcomings of visual marketing of clothing brand in the current market, and then, In view of these shortcomings, according to the theory of visual marketing, this paper puts forward a concept of visual marketing based on lifestyle, and expounds in detail the concrete operation method of terminal display based on lifestyle and visual marketing mode in this process. This paper makes a case study of clothing brand which applies lifestyle to visual marketing. Finally, in the analysis and practice of specific visual marketing strategy of brand IENIN, the author summarizes the lifestyle elements of French romanticism. And extract the concrete display props and exhibits, through the research and analysis of the brand target consumer group, the specific application of the brand terminal display and window design and application of the research ideas of this paper, It is also hoped that it can provide reference suggestions for domestic clothing brands in the planning and practice of specific visual marketing schemes.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F721;F274

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