本文關(guān)鍵詞： 商務(wù)休閑男裝 特征化 視覺元素 設(shè)計　出處：《東華大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】：自2008年金融危機后國際國內(nèi)需求發(fā)生了重大變化,整個服裝行業(yè)都從不同層面對未來發(fā)展之路進(jìn)行深入的研究和理性的規(guī)劃。中國男裝產(chǎn)業(yè)發(fā)展也發(fā)生了巨大的轉(zhuǎn)折,不少男裝品牌逐步由加工業(yè)狀態(tài)轉(zhuǎn)變?yōu)闋巹?chuàng)強勢品牌的發(fā)展階段。企業(yè)在未來的發(fā)展過程中,需要不斷提高擁有市場導(dǎo)向作用的產(chǎn)品的設(shè)計研發(fā)能力,努力朝著建設(shè)有國際市場影響力的品牌道路邁進(jìn)。 文章首先論述了本課題研究的動機、目的和意義,介紹了品牌特征化視覺元素以及品牌形象建設(shè)的相關(guān)概念、起源、作用與研究范圍。然后具體分析特征化視覺元素的相關(guān)概念,根據(jù)合理的市場細(xì)分方法,將商務(wù)休閑男裝分為辦公室商務(wù)休閑、出差旅行商務(wù)休閑、戶外運動商務(wù)休閑和居家假日商務(wù)休閑四個大類,并從國際、國內(nèi)的優(yōu)秀商務(wù)休閑品牌入手,分析了國際著名服裝品牌的特征化視覺元素系統(tǒng)的應(yīng)用特點和優(yōu)勢。第四部分通過了對特征化視覺元素的設(shè)計方法進(jìn)行了系統(tǒng)的研究,探討了基于品牌風(fēng)格的商務(wù)休閑男裝視覺系統(tǒng)建設(shè)的具體流程,包括元素的提煉、元素的設(shè)計、元素的組合、元素與產(chǎn)品的組合設(shè)計、元素組合與產(chǎn)品的設(shè)計等,分析了特征化視覺元素如何體現(xiàn)在品牌的產(chǎn)品設(shè)計中。第五部分以國外成功品牌為案例,具體分析其視覺系統(tǒng)和品牌形象建設(shè)的成功之處。第六部分通過對國內(nèi)商務(wù)休閑品牌同質(zhì)化現(xiàn)象這一問題的原因進(jìn)行了深入的研究,比較分析國內(nèi)品牌在形象建設(shè)方面存在的諸多問題,特別需要指出的是在服裝的視覺系統(tǒng)建設(shè)中存在的問題。而這些問題正是影響我國服裝品牌向世界名牌邁進(jìn)的重要瓶頸。目前國內(nèi)不少企業(yè)也意識到此問題的存在,并且在業(yè)界已在探討、摸索解決品牌視覺系統(tǒng)方面問題的方法。最后一部分提出了解決問題的一些個人建議。 面對市場的激烈競爭,企業(yè)已經(jīng)不能僅憑物美價廉的產(chǎn)品與簡單的廣告宣傳來獲得消費者的青睞和品牌經(jīng)營上的成功。企業(yè)勢必需要在眾多的品牌中突出自身品牌的個性和風(fēng)格,才能有更好的發(fā)展空間。品牌形象建設(shè)是一個由品牌文化、品牌產(chǎn)品、營銷策略等多種因素組成了一個全面、系統(tǒng)、規(guī)范的視覺推廣系統(tǒng),而在這個系統(tǒng)中,品牌特征化視覺元素是整合品牌文化、品牌產(chǎn)品、視覺推廣等諸多要素的載體。因而,特征化視覺系統(tǒng)在品牌形象建設(shè)中已經(jīng)越來越顯示出它的重要地位。
[Abstract]:Since the financial crisis in 2008, the international and domestic demand has changed greatly, and the whole clothing industry has carried out deep research and rational planning on the way of future development from different levels. The development of China's men's wear industry has also undergone a huge turning point. Many men's wear brands have gradually changed from a processing industry state to a development stage of creating a strong brand. In the future development process, enterprises need to continuously improve the design and R & D capabilities of products with market guiding role. Strive to build a brand with international market influence. This paper first discusses the motivation, purpose and significance of this research, introduces the visual elements of brand characteristics and the concept and origin of brand image construction. Function and research scope. Then specific analysis of the characteristics of visual elements of the relevant concepts, according to the reasonable market segmentation method, business leisure men's clothing is divided into office business leisure, business travel, business leisure, travel, travel, business and leisure, Four categories of outdoor sports business leisure and home holiday business leisure, and starting with the international and domestic excellent business and leisure brands, The application characteristics and advantages of the characteristic visual element system of the international famous clothing brand are analyzed. In 4th, the design method of the characteristic visual element is studied systematically. This paper discusses the construction process of business and leisure men's wear visual system based on brand style, including the extraction of elements, the design of elements, the combination of elements, the combination of elements and products, the combination of elements and products, etc. This paper analyzes how the characteristic visual elements are embodied in the product design of the brand. Part 5th takes the successful foreign brands as an example. The article analyzes the success of its visual system and brand image construction. 6th part through the domestic business and leisure brand homogenization phenomenon of the causes of in-depth research, A comparative analysis of the domestic brand in the image of many problems, It is especially important to point out the problems existing in the construction of the visual system of clothing. These problems are the important bottlenecks that affect our clothing brands to move towards the world famous brands. At present, many domestic enterprises are also aware of the existence of this problem. And in the industry has been exploring how to solve the problem of brand vision system. Finally, some personal suggestions are put forward to solve the problem. In the face of fierce competition in the market, Enterprises can not only rely on inexpensive products and simple advertising to get the favor of consumers and the success of brand management. Enterprises are bound to need to highlight their own brand personality and style in a large number of brands. Brand image construction is a comprehensive, systematic and standardized visual extension system composed of brand culture, brand products, marketing strategies, etc. Brand characteristic visual element is the carrier of integrating brand culture, brand product, visual promotion and so on. Therefore, the characteristic visual system has more and more important position in the brand image construction.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F426.86

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本文編號：1554263