论中国服装品牌营销策略中的陈列设计

发布时间：2018-04-19 23:42

本文选题：服装 + 品牌　；参考：《中国艺术研究院》2008年硕士论文

【摘要】： 中国的服装业,在中国经济全球化的过程中,呈现多元化快速发展的趋势,无论是为世界知名品牌加工产品,还是发展我国民族品牌,现代服装营销模式对服装产业起到重要的推动作用。而我国服装产业发展历程相对较短,在行业快速发展的过程中,相关环节发展还不够完善,诸多问题也凸显出来。目前我国在服装营销过程中的各种营销策略研究较多,但还缺乏系统规范的体系。其中,最能体现品牌风格特色和品牌营销理念的——陈列设计的应用研究还存在一定的空白。是服装品牌在开拓、立足消费市场上的重要“武器”。陈列,作为服装终端营销中的重要的营销策略,在我国的大多数服装品牌中还没有得到足够的重视,为什么会出现这种情况?陈列对于服装品牌的作用在哪里?陈列通过什么方式提升服装品牌的竞争力?陈列设计,在展示服装产品的同时,能够定位服装品牌的内涵吗?是如何传递给最终的消费者,又是如何通过视觉作用,抓住消费者心理?这是本文主要论述的重点。本文主要从中国服装的品牌战略与利益空间角度出发,从卖场的整体形态、色彩运用、照明设置等方面,具体的阐述我国服装的营销市场与卖场陈列设计。并且通过介绍国内外优秀陈列的典型案例,来进一步说明——中国服装品牌战略目标实现过程中,陈列设计的重要推动作用。
[Abstract]:In the process of China's economic globalization, China's clothing industry is showing a trend of diversified and rapid development, whether it is processing products for world-famous brands or developing national brands in China. Modern fashion marketing mode plays an important role in promoting garment industry. However, the development of China's garment industry is relatively short. In the process of rapid development of the industry, the development of related links is not perfect, and many problems are highlighted. At present, there are many researches on various marketing strategies in the process of clothing marketing in our country, but there is still no systematic standard system. Among them, there are still some gaps in the application research of display design, which can best reflect the brand style and brand marketing idea. Is the clothing brand in the development, based on the consumer market important "weapon". Display, as an important marketing strategy in clothing terminal marketing, has not been paid enough attention to in most clothing brands in our country. Why does this happen? What is the role of display for clothing brands? How can display enhance the competitiveness of clothing brands? Display design, in the display of clothing products at the same time, can locate the connotation of clothing brand? How to pass to the final consumer, and how to grasp the consumer psychology through the visual role? This is the main point of this paper. This article mainly from the Chinese clothing brand strategy and the benefit space angle, from the sale shop overall form, the color use, the lighting establishment and so on aspect, elaborated our country clothing marketing market and the sale shop display design concretely. And by introducing the typical cases of excellent display at home and abroad, this paper further explains the important role of display design in the process of realizing the strategic goal of Chinese clothing brand.
【学位授予单位】：中国艺术研究院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J525.3;F426.86

【引证文献】