【摘要】：本文基于當(dāng)代都市空間的環(huán)境，嘗試對(duì)服裝品牌景觀與都市空間的關(guān)系進(jìn)行探討。文化與經(jīng)濟(jì)的全球性整合促使在都市空間的品牌景觀呈現(xiàn)出全球化特征。而其中,服裝品牌在塑造全球文化的過程中扮演著重要角色，并且明確表述出人們的期待和希望。服裝品牌景觀不再是單一的功能空間，它們不僅需要結(jié)合形式與功能完美地結(jié)合起來。而且強(qiáng)調(diào)滿足品牌發(fā)展策略為前提，以提供消費(fèi)者新的體驗(yàn)價(jià)值。 本文首先討論的是服裝品牌景觀所處的都市空間的屬性包含社會(huì)性，商業(yè)性與藝術(shù)性三者的關(guān)聯(lián)性問題，在這些因素的合力之下使品牌在構(gòu)建景觀的同時(shí)將它們與品牌自我個(gè)性混合在一起，成為一種新的都市風(fēng)景；其次，服裝品牌將都市空間的主要組成部分建筑外殼作為品牌產(chǎn)品的一部分，它們通過優(yōu)化內(nèi)部陳列空間分配功能空間，以達(dá)到銷售的最終目的；再次，服裝品牌景觀成為品牌發(fā)展的策略手段，這些策略作為都市空間改造與更新的催化劑產(chǎn)生了更多元化的品牌景觀，伴隨而來的品牌景觀的同質(zhì)化問題也逐漸影響消費(fèi)者感知品牌與品牌之間區(qū)別�；谝陨蟽�(nèi)容的研究，服裝品牌景觀通過它在都市空間的話語權(quán)引導(dǎo)我們?nèi)粘５纳羁臻g以界定我們的生活方式，已然成為了都市空間的規(guī)劃者�？傊�，服裝品牌關(guān)注創(chuàng)造一個(gè)有意義和持久的身份，順應(yīng)公眾和地方的特殊性，使品牌景觀的外觀和內(nèi)部文化達(dá)成一致的問題。
[Abstract]:Based on the environment of contemporary urban space, this paper attempts to explore the relationship between clothing brand landscape and urban space. The global integration of culture and economy promotes the globalization of the brand landscape in urban space. Among them, clothing brand plays an important role in shaping global culture, and clearly expresses people's expectation and hope. Clothing brand landscape is no longer a single functional space, they not only need to combine form and function perfectly. And emphasizes the satisfaction brand development strategy as the premise, in order to provide the consumer new experience value. This paper first discusses the nature of urban space in which the clothing brand landscape is located, including the relationship among sociality, commerce and artistry. Under the combined force of these factors, the brand in the construction of landscape and brand self-personality mix together, become a new urban landscape; Secondly, clothing brands take the main part of urban space as a part of brand products, they optimize the internal display space allocation function space, in order to achieve the ultimate purpose of sales; Thirdly, clothing brand landscape has become the strategic means of brand development, and these strategies have produced more diversified brand landscape as the catalyst of urban space transformation and renewal. The concomitant homogenization of brand landscape gradually influences the difference between brand and brand. Based on the above research, clothing brand landscape has become a planner of urban space through its voice in urban space to guide our daily living space to define our way of life. In short, clothing brands pay attention to creating a meaningful and lasting identity, conform to the particularity of the public and local, and make the brand landscape appearance and internal culture agree.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：TU984.13

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本文編號(hào)：2340841