品牌服装文化内涵的研究—儒文化在品牌服装中的应用

发布时间：2018-08-02 11:48

【摘要】：纵观我国改革开放30年发展变化的进程，社会经济飞速发展，高科技不断涌现，人们生活方式日新月异地变化，各方面都推动服装业发展并日渐繁荣，因而带动了服装产业向更高的层次迈进。由于我国的改革开放时间不长，市场经济模式尚未成熟，国内服装品牌还存在很多不足之处，比如对品牌国际化的认识不到位、品牌的定位不清、品牌文化的单薄、服装企业缺乏核心竞争力等。走品牌国际化发展道路,在异国他乡建立起中国服装品牌的强势地位是一项十分艰巨的任务。与此同时，随着人们审美观念的提升和时尚潮流的频繁更迭，要想使我国服装在国际地位上占有一席之地，服装业便引发出一个非常耐人寻味问题，那就是“谁能代表中国服装业未来竞争的发展趋势？答案是坚决而肯定的-走品牌战略。” 服装品牌的风起云涌便成为现代服装业中的一道靓丽的风景线。随之而来的便是大小服装品牌的竞争之路。虽然在一定阶段也曾取得一定成绩。毋庸置疑，国内服装品牌的建设仍然存在许多问题和不足——例如服装品牌企业的外部构建缺少长远规划和整体构想；内部构建缺少文化底蕴、文化内涵，其相当于一个人的生命失去了灵魂一样。所以，要想使一个服装品牌能立足在众多品牌之中并不断发展壮大，品牌服装的文化是亟待提升的一个重要环节，这也是本文研究的出发点和目的。本文的研究从文化的角度入手分析品牌在服装行业中竞争的现状，通过对文化理念与服装品牌之间关系的研究，改变了以往品牌服装存在问题的现状，及如何使文化理念在品牌服装中的应用和设计进行了初步的探讨。本文将理论研究与设计实践相结合，用理性的分析方法研究品牌与文化之间的关系，，分析品牌服装文化的地位、作用、体现、传播方式及带给企业的附加值，本文通过运用儒文化作为切入点，结合一个在建的服装品牌“衣语原”为例，通过国内外相关的文献资料的检索和查阅、对市场进行调研分析，来构建系统的品牌服装策划方案进行研究，以儒文化理念为理论基础、从设计元素的构思、服装各要素定位的理论应用、采用交互式设计方法及成衣展示为最后整合。探讨研究在实际的品牌服装中儒文化理念的运用，力求将儒文化思想作为其中元素恰当地融合在品牌服装成衣当中，对于品牌服装的发展有着重要的意义，同时也提升了品牌的附加值。通过在建服装品牌“衣语原”的文化研究为实例，以期为初建服装品牌的服装人士提出一些有效的建议，为我国服装业的发展进行理论构架和实践论证，在服装品牌化道路上做一个大胆尝试。
[Abstract]:Throughout the 30 years of reform and opening up in China, the rapid development of social economy, the emergence of high-tech, people's way of life changes with each passing day, all aspects of the clothing industry to promote the development and prosperity, As a result, the clothing industry moved to a higher level. As China's reform and opening up is not long, the market economy model is not yet mature, there are still many shortcomings of domestic clothing brands, such as the lack of understanding of brand internationalization, brand positioning is not clear, brand culture is weak. The clothing enterprise lacks the core competitive power and so on. It is a very difficult task to take the road of brand internationalization and establish the strong position of Chinese clothing brand in foreign countries. At the same time, with the promotion of people's aesthetic concept and the frequent change of fashion trends, if we want to make our clothing have a place in the international position, the clothing industry will cause a very intriguing problem. That is, "who can represent the trend of future competition in China's clothing industry?" The answer is firm and affirmative-go brand strategy. " The rise and fall of the clothing brand has become a beautiful landscape in the modern clothing industry. What follows is the competition road of big and small clothing brand. Although at a certain stage has made certain achievements. There is no doubt that there are still many problems and deficiencies in the construction of domestic clothing brands, such as the lack of long-term planning and overall concept for the external construction of clothing brand enterprises, the lack of cultural connotation and the lack of cultural connotations in the internal construction. It is the equivalent of a person's life lost like a soul. Therefore, in order to make a clothing brand based on many brands and continue to develop, brand clothing culture is an important link to be promoted, which is also the starting point and purpose of this paper. This paper analyzes the current situation of brand competition in the clothing industry from the perspective of culture. Through the research on the relationship between cultural concept and clothing brand, it changes the existing situation of brand clothing in the past. And how to make the cultural idea in the brand clothing application and the design has carried on the preliminary discussion. This paper combines theoretical research with design practice, studies the relationship between brand and culture by means of rational analysis, and analyzes the position, function, embodiment, communication mode and added value brought to enterprises by brand clothing culture. Through the use of Confucian culture as a starting point, combined with a clothing brand under construction "Yi Yuyuan" as an example, through the search and reference of relevant literature materials at home and abroad, the market is investigated and analyzed. Based on the concept of Confucian culture, from the concept of design elements, clothing elements positioning theory application, interactive design method and clothing display as the final integration. This paper probes into the application of Confucian culture in the actual brand clothing, and tries to integrate the Confucian culture thought as one of the elements in the brand clothing, which is of great significance to the development of the brand clothing. It also raises the added value of the brand. Through the cultural research of the clothing brand "Yiluyuan" under construction as an example, this paper hopes to put forward some effective suggestions for the garment personages who have built the clothing brand, and to carry on the theoretical framework and the practical demonstration for the development of the clothing industry of our country. Make a bold attempt on the road of clothing brand.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：TS941.12

【共引文献】