基于“慢”视角下的中国本土服饰品牌文化建设研究

发布时间：2018-01-20 12:57

本文关键词： 慢文化品牌文化本土品牌文化建设路径　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：社会科技的快速发展带来了物质的空前丰富,随之而来也产生了很多值得我们深思的负面问题如全球变暖、气候异常、环境污染和能源危机等社会生态问题。这些问题已经影响甚至威胁到人类的生存和发展。伴随20世纪欧洲流行的“慢”运动的风靡,人们开始在“快”的路上驻足反思。国外已由慢运动演变出慢生活、慢设计、慢时尚、可持续设计、人本设计等文化思潮和设计行动。在国内,对传统文化的传承复兴已成为影响大众的一种时尚潮流。在整个大的文化思潮影响下,“慢”成为一种潮流。“慢”的文化理念涵盖了适用、节制、环保、可持续和注重人文关怀等内在价值,但“慢”文化并未深入本土服饰品牌文化的核心,因而发展中国本土服饰品牌的慢文化建设并探究其创新道路是急需解决的问题。基于国内外“慢”文化思潮的大背景,本论文从“慢”的视角研究中国本土服饰品牌的文化建设,将“慢”的文化理念与品牌文化概念相融合,通过分析目前国内外成功的“慢”服饰品牌的品牌文化特点、品牌表现形式和品牌影响力等内容,提出将“慢”转化为符合中国本土时尚产业的文化理念,并将“慢”的文化理念融入品牌文化建设中,进行品牌文化的构建、改造和创新。通过学习国外优秀的、先进的文化理念,继承和发展中国传统文化中的文化精髓,融会贯通并总结概括出:慢文化在时尚产业的品牌发展建设中的重要性,以及基于“慢”视角下的中国本土服饰品牌文化建设的发展路径。
[Abstract]:The rapid development of social science and technology has brought unprecedented wealth of material, followed by a lot of negative issues worth pondering, such as global warming, abnormal climate. Environmental pollution and energy crisis and other social and ecological problems. These problems have affected and even threatened the survival and development of human beings. Along with the popularity of the "slow" movement in Europe in 20th century. People begin to stop and reflect on the "fast" road. Foreign countries have evolved from slow motion to slow life, slow design, slow fashion, sustainable design, human-based design and other cultural trends and design actions. The inheritance and revival of traditional culture has become a fashion trend affecting the public. Under the influence of the whole cultural trend, "slow" has become a trend. The cultural concept of "slow" covers the application, restraint and environmental protection. Sustainable and humanistic care and other intrinsic values, but "slow" culture has not penetrated into the core of the local clothing brand culture. Therefore, it is urgent to solve the problem of developing the slow culture construction of the local clothing brand in China and exploring its innovative way, which is based on the background of the "slow" cultural trend of thought at home and abroad. This paper studies the cultural construction of Chinese local clothing brand from the perspective of "slow", and combines the cultural concept of "slow" with the concept of brand culture. By analyzing the brand culture characteristics, brand expression form and brand influence of the successful "slow" clothing brand at home and abroad at present, this paper puts forward the idea of transforming "slow" into a cultural concept in line with the local fashion industry in China. And the "slow" cultural concept into the brand culture construction, brand culture construction, transformation and innovation. Through the study of foreign excellent, advanced cultural concepts. Inheriting and developing the essence of Chinese traditional culture, the author summarizes the importance of slow culture in the brand development of fashion industry. And based on the "slow" perspective of China's local clothing brand culture development path.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86

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