本文選題：泉州運(yùn)動(dòng)品牌 + 服裝設(shè)計(jì)��； 參考：《東華大學(xué)》2013年碩士論文

【摘要】：泉州運(yùn)動(dòng)品牌作為閩派服裝的一個(gè)重要分支,自20世紀(jì)90年代起步,不斷蓬勃發(fā)展,其驚人的發(fā)展速度引起國內(nèi)各界學(xué)者的關(guān)注與研究,但目前多數(shù)該類研究大多僅局限于對其營銷策略的探究,而忽略了其品牌其他方面的作為。營銷雖然作為品牌運(yùn)作的重要一部分,卻無法涵蓋品牌的所有活動(dòng),成功的品牌需要結(jié)合設(shè)計(jì)與運(yùn)作,二者相輔相成,才能保證品牌持續(xù)、穩(wěn)定地成長與發(fā)展。 本論文理論結(jié)合實(shí)際展開研究,采用文獻(xiàn)研究法、調(diào)查法、個(gè)案研究法、材料研究法、交叉研究法、實(shí)證分析法等研究方法,選取泉州運(yùn)動(dòng)品牌中的典型案例——安踏、361°、匹克作為研究對象,進(jìn)行實(shí)地調(diào)研(包括公司內(nèi)部調(diào)研及門店調(diào)研)、問卷調(diào)查、網(wǎng)絡(luò)資料收集整理、數(shù)據(jù)整理統(tǒng)計(jì)。 服裝設(shè)計(jì)與運(yùn)作關(guān)系密切,若將二者分開研究,將存在較大的局限性,結(jié)論易片面,因此本研究以服裝設(shè)計(jì)研究為核心,并分析泉州運(yùn)動(dòng)品牌成功案例的相關(guān)運(yùn)作模式,全面、客觀地深入研究泉州運(yùn)動(dòng)品牌成功案例的成功之道及發(fā)展瓶頸環(huán)節(jié)。 本研究采用實(shí)證分析,建立產(chǎn)品銷售額與廣告及宣傳成本、員工成本、設(shè)計(jì)研發(fā)成本之間的回歸模型,利用SPSS軟件分析三種投入的有效性,回歸結(jié)果方程分析表明設(shè)計(jì)研發(fā)的投入對產(chǎn)品營業(yè)額所起的作用最大,進(jìn)而驗(yàn)證了設(shè)計(jì)的重要意義。并較為深刻地研究了泉州運(yùn)動(dòng)品牌的現(xiàn)狀以及運(yùn)動(dòng)品牌消費(fèi)行為特征及趨勢。 重點(diǎn)研究泉州運(yùn)動(dòng)品牌成功案例的服裝設(shè)計(jì),包括其商品組合、服裝設(shè)計(jì)、服裝性能質(zhì)量,重點(diǎn)分析了其服裝的款式、面料、色彩以及設(shè)計(jì)元素,總結(jié)其規(guī)律,并指出其不足之處。由于設(shè)計(jì)與運(yùn)作密不可分的特殊關(guān)系,服裝設(shè)計(jì)需要相應(yīng)的品牌運(yùn)作作為支撐與指導(dǎo),因此,本研究同時(shí)對成功案例品牌的相關(guān)品牌運(yùn)作作必要的輔助分析研究,包括它們在CIS建設(shè)、生產(chǎn)控制、營銷策略、銷售網(wǎng)絡(luò)這些方面的異同,優(yōu)劣等。 在以上研究的基礎(chǔ)上,建立適合泉州運(yùn)動(dòng)品牌的運(yùn)作模型及設(shè)計(jì)模型,并提供可行的相關(guān)設(shè)計(jì)方案,具有一定的理論指導(dǎo)意義及實(shí)際應(yīng)用意義。
[Abstract]:As an important branch of Fujian clothing, Quanzhou sports brand has been developing rapidly since the 1990s, and its amazing development rate has attracted the attention and research of scholars from all walks of life in China. However, most of these studies are limited to the research of its marketing strategy, while ignoring the other aspects of its brand. Although marketing is an important part of brand operation, it can not cover all activities of brand. Successful brand needs to combine design and operation, and the two can complement each other in order to ensure the sustained and stable growth and development of brand. This paper combines the theory with the practice to carry out the research, adopts the literature research method, the investigation method, the case study method, the material research method, the cross research method, the empirical analysis method and so on. This paper selects Anta 361 擄, a typical case of Quanzhou sports brand, as the research object, carries on the field investigation (including the company internal investigation and the store investigation, the questionnaire survey, the network data collection and collation, the data arrangement statistics. Clothing design and operation are closely related. If the two are studied separately, there will be great limitations, and the conclusion is easy to be one-sided. Therefore, this study takes the clothing design research as the core, and analyzes the relevant operation mode of Quanzhou sports brand success case. Objective to study the success of Quanzhou sports brand and the bottleneck of development. This study uses empirical analysis to establish a regression model between product sales and advertising costs, staff costs, design and development costs, and uses SPSS software to analyze the effectiveness of the three inputs. The analysis of regression result equation shows that the investment of design and development plays the most important role in product turnover, and the significance of design is verified. It also deeply studies the current situation of Quanzhou sports brand and the characteristics and trends of sports brand consumption behavior. This paper focuses on the clothing design of Quanzhou sports brand, including its commodity combination, clothing design, clothing performance and quality, analyzes the style, fabric, color and design elements of its clothing, and summarizes its rules. And pointed out its shortcomings. Because of the special relationship between design and operation, the clothing design needs the corresponding brand operation as the support and guidance. Including their CIS construction, production control, marketing strategy, sales network and so on similarities and differences, advantages and disadvantages. On the basis of the above research, the operation model and design model suitable for Quanzhou sports brand are established, and the relevant design schemes are provided, which have certain theoretical guiding significance and practical application significance.
【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】：2013
【分類號】：F426.86;F273.2

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本文編號：1881403