针织服装品牌企划中的流行趋势应用研究

发布时间：2018-01-10 01:02

本文关键词：针织服装品牌企划中的流行趋势应用研究　出处：《江南大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着针织服装业的发展,针织服装品牌的数量与日俱增,为了解决品牌之间巨大的竞争压力,提高企业自身的品牌企划能力则成为针织服装品牌重要的核心竞争因素之一。虽然我国是针织服装大国,但由于针织服装品牌的发展起步较晚,我国针织服装品牌的发展与发达国家相比还具有一定的差距,同时在企划、设计方面的能力也相对薄弱,面对这种局面,提高品牌的企划能力,制定卓越周全的企划方案将成为我国针织服装行业发展的主题。以流行趋势为指导的针织服装品牌企划是促使服装企业长远发展的重要因素,通过针织服装品牌企划中流行趋势的应用,将流行趋势与自身的品牌风格相结合,形成的一套符合品牌自身发展的品牌企划方案,可以指导品牌的战略决策,让品牌在竞争激烈的市场中脱颖而出。针对以上问题,本文以针织服装品牌企划和流行趋势的应用两个方面进行分析,研究针织服装品牌企划中流行趋势的应用方法。首先通过对各种文献资料的分析,研究了流行趋势、针织服装品牌企划的相关理论知识;其次通过国内外针织服装品牌企划的发展状况分析、流行趋势对针织服装品牌企划的影响以及两者之间的关系分析,从品牌的情报企划、产品开发企划、宣传展示企划以及营销推广企划入手进行了流行趋势具体应用的研究,提出了一系列针织服装品牌企划中流行趋势的应用方法;最后运用所提出的方法,对扬帆品牌进行了具体的品牌企划,通过实践分析验证了企划方法的可行性。本课题在研究过程中,通过文献查阅、网络资料搜集、市场调研、品牌企划实际操作以及与针织服装企业合作等多种方式来了解国内外针织服装品牌企划的情况和市场的趋势走向,通过理论与实践的结合,分析流行趋势对针织服装品牌企划的影响及意义,从而提出针织服装品牌企划中流行趋势的应用方法,并对针织服装品牌进行实证分析。希望本课题的研究能够对未来针织服装品牌企划中流行趋势的应用提供一定的理论支撑和实践参考,并对未来针织服装品牌企划理论体系的研究起到一定的借鉴作用。同时期望通过流行趋势的应用与指导加强针织服装品牌的风格特色,促进品牌的产品开发,完善品牌的企划方案,指导品牌的战略决策,最终提升品牌的竞争力。
[Abstract]:With the development of knitted clothing industry, the number of knitted clothing brands is increasing day by day, in order to solve the huge competition pressure between brands. Improving the enterprise's own brand planning ability has become one of the important core competition factors of knitted clothing brand. Although our country is a large country of knitted clothing, but the development of knitted clothing brand started late. Compared with the developed countries, the development of knitted clothing brands in China is still far from that of the developed countries. At the same time, the ability of planning and design is relatively weak. In the face of this situation, we can improve the planning ability of the brands. Making excellent and comprehensive planning plan will become the theme of the development of knitting clothing industry in China. The brand planning of knitted clothing guided by popular trend is an important factor to promote the long-term development of garment enterprises. Through the application of popular trend in knitting clothing brand planning, combining the popular trend with its own brand style, a set of brand planning scheme which is in line with the brand's own development can be formed, which can guide the brand's strategic decision. In order to make the brand stand out in the competitive market, this paper analyzes the knitting clothing brand planning and the application of the popular trend in order to solve the above problems. This paper studies the application method of popular trend in knitting clothing brand planning. Firstly, through the analysis of various documents, it studies the popular trend and relevant theoretical knowledge of knitting clothing brand planning. Secondly, through the domestic and foreign knitting clothing brand planning development situation analysis, the popular trend of knitting clothing brand planning and the relationship between the impact of the analysis, from the brand information planning, product development planning. This paper studies the specific application of popular trend and puts forward a series of application methods of popular trend in knitting clothing brand planning. Finally, using the proposed method, the specific brand planning, through practical analysis to verify the feasibility of the planning method. In the course of the research, through literature review, network data collection. Market research, brand planning, practical operation and cooperation with knitting clothing enterprises and other ways to understand the situation of domestic and foreign knitting clothing brand planning and market trends, through the combination of theory and practice. This paper analyzes the influence and significance of popular trend on knitting clothing brand planning, and puts forward the application method of popular trend in knitting clothing brand planning. And the empirical analysis of knitted clothing brand. I hope the research of this topic can provide some theoretical support and practical reference for the application of popular trend in the future knitting clothing brand planning. And the future of knitting clothing brand planning theory system play a certain reference role. At the same time through the application and guidance of popular trends to strengthen the style and characteristics of knitted clothing brands to promote brand product development. Improve brand planning, guide brand strategic decisions, and ultimately enhance brand competitiveness.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TS184.13;F426.86

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