基于动态多维定位的定制服装品牌设计模式研究

发布时间：2018-05-14 16:06

本文选题：定制服装 + 品牌模式　；参考：《东华大学》2013年博士论文

【摘要】：本文通过学科交叉与借鉴的研究方法,基于品牌模式的分析与品牌战略、战术角度的思考,探讨目前我国定制服装品牌的定位与设计方法,构建了基于动态多维定位的定制服装品牌设计模式。本文具体研究内容如下：一、定制服装品牌模式的分类以业务模式、经营模式、盈利模式、服务模式为核心维度,将定制服装品牌模式分为三类：1.以高级定制为主营业务的定制服装品牌模式；2.基于成衣品牌业务延伸的定制服装品牌模式；3.基于技术创新的大规模定制服装品牌模式。通过比对分析说明三类定制服装品牌模式的区别,从而界定本文研究的对象与范围。二、定制服装品牌的发展现状与设计理论研究首先,分析中国定制服装业的发展与市场现状；其次,归纳定制服装品牌的价值：人文价值、符号价值、新式奢侈、经济价值、产品价值；最后,总结定制服装品牌的特点：品牌历史悠久、品牌产品精良、品牌技艺稀缺、品牌服务全面,从而对定制服装品牌在运作、设计等方面的特殊性有所认识。借鉴三维空间概念,将定制服装品牌的三维设计界定为：基于品牌运作视角,从三个不同的设计角度(整合设计、标准设计、系统设计)来归纳定制服装品牌设计方法。以个体需求动机为驱动力,以品牌战略为内在支撑点,实现定制服装品牌的三维设计集成,从而架构定制服装品牌设计模式的三维设计子模块。三、定制服装品牌动态多维定位体系的建立本文归纳出定制服装品牌定位的结构特征：系统性结构特征、多层次结构特征、动态性结构特征。结合定制服装品牌的特殊性,分析定制服装品牌动态多维定位体系的关键内容：1.定制服装品牌的定位点选择。借鉴定位点理论的核心思想,将品牌定位点视为定制服装品牌动态多维定位体系的核心内容,根据目标消费者的需求特征,基于三个标准(目标顾客关注、优于竞争对手、真实可信)选择相应的利益、价值、属性定位点。明确定制服装品牌的主定位点、次定位点与平均水平点,并将其应用到品牌营销要素组合的各项内容中。2.定制服装品牌的核心要素识别。通过对现有文献及三类访谈结果的整理,建立定制服装品牌要素评价体系,分为定制服装品牌形象、定制服装品牌产品、品牌定制服务、定制服装品牌市场网络4个二级指标及相关的19个三级指标,初步构建了定制服装品牌评价要素指标的递阶层次结构。基于定制服装品牌要素评价体系,根据最终合成的权重划分定制服装品牌要素的三个层次,其中位于核心层的要素为：店员服务、售后服务、做工。品牌要素层次的划分帮助企业识别品牌的核心设计点。3.定制服装品牌消费者的核心定制需求界定。以地理变量、人口变量、心理变量、行为变量为细分变量,对问卷数据进行频数统计与聚类分析,识别定制服装品牌的主流消费群体,并归纳三类主要定制需求：特体定制需求、商务社交定制需求、婚庆定制需求。定制服装品牌的动态多维定位体系可分解为以下三个步骤：1.定制服装品牌的动态定位过程。即对五个主要定位维度(消费者、竞争对手、企业自身、宏观环境、行业)进行跟踪分析；2.定制服装品牌的定位点选取过程。即基于定制服装消费者对各个营销组合要素的需求,选择品牌相应的利益定位点、价值定位点与属性定位点；3.定制服装品牌的核心定位点选取与应用过程。即选取定制服装品牌的主定位点、次定位点和平均水平点,并应用到营销要素组合(产品、价格、促销、渠道)中。本文综合上述三个步骤实现定制服装品牌动态多维定位体系的建立。四、定制服装品牌设计模式的提出与应用研究本文将定制服装品牌的设计模式定义为：基于品牌运营角度,根据所选择的定制服装品牌定位点,考虑定制服装品牌模式和设计模式特殊性,以目标消费者与品牌接触点为设计对象的设计方法和品牌问题解决方案。根据定制服装品牌模式与设计模式的对应分析,界定本文研究的设计模式是以基于成衣品牌业务延伸的定制服装子品牌为对象提出的设计方法与问题解决方案。探讨本文研究设计模式的三方面构成特点：品牌战略战术配合特点、模块化结构特点、立体空间关系特点。基于对模块化思想与钻石定位理论的借鉴,从设计模式的横向构成、纵向构成、复合构成角度分析,将定制服装品牌设计模式分解为以下四个子模块：1.定制服装品牌的三维设计子模块；2.定制服装品牌的动态多维定位子模块；3.定制服装品牌的要素分层子模块；4.定制服装品牌的营销要素组合子模块。并通过模块分解细化定制服装品牌设计模式的步骤与内容。以国内某成衣品牌的定制服装子品牌为例,针对该定制服装子品牌现阶段遇到的主要问题提出以下四项讨论命题：1.设计模式的应用与品牌销售额间是否存在正相关关系；2.设计模式的应用与品牌消费者培育间是否存在正相关关系；3.设计模式的应用与品牌定制周期的有效缩短是否存在正相关关系；4.设计模式的应用与品牌差异化定位的实现是否存在正相关关系。通过定制服装品牌设计模式的应用,以销售额指标、满意度指标、专家评价指标为设计模式应用效果的显性与隐性指标,将除设计模式以外的其他品牌要素设定为不变因素,证明本文所研究的设计模式对品牌盈利水平的提高、消费者满意度的提升,定制周期的缩短、差异化定位的实现均起到积极作用。证明定制服装品牌设计模式的应用有助于解决该品牌现阶段遇到的主要问题,对销售额与消费者满意度的提升起到了积极作用,有助于品牌的准确定位与各项营销战略战术的制定与展开。本文创新点主要体现在以下方面：一、完成以品牌模式分析为基础的定制服装品牌分类本文将经营模式、业务模式、服务模式、盈利模式界定为定制服装品牌模式的核心维度,以此为划分指标,将定制服装品牌分为以下三类：1.以高级定制为主营业务的定制服装品牌；2.基于成衣品牌业务延伸的定制服装品牌；3.基于技术创新的大规模定制服装品牌。二、建立定制服装品牌动态多维定位体系结合动态定位理论与定位点理论的相关内容,归纳定制服装品牌的三种定位结构特征：系统性结构特征、多层次结构特征、动态性结构特征,提出定制服装品牌定位点的概念,并从利益、价值、属性定位点的角度探讨定制服装品牌定位点选取的内容与方法。将定制服装品牌的动态多维定位体系分解为以下三个步骤：1.品牌的动态定位过程；2.品牌定位点的选取过程；3.品牌核心定位点的识别与应用过程。通过上述三个步骤的完成实现定制服装品牌动态多维定位体系的建立。三、构建定制服装品牌设计模式本文提出了基于动态多维定位的定制服装品牌设计模式,将设计模式分解为纵向构成、横向构成和复合构成部分。借鉴模块化思想与钻石图定位模型的研究成果,从功能模块与结构模块的分析视角将该设计模式分解为以下四个子模块：1.定制服装品牌的三维设计子模块；2.定制服装品牌的动态多维定位子模块；3.定制服装品牌的要素分层子模块；4.定制服装品牌的营销要素组合子模块,并研究出设计模式完成的步骤与基本方法。
[Abstract]:In this paper, based on the research methods of interdisciplinary and reference, based on the analysis of brand model and brand strategy and the thinking of tactics, this paper discusses the positioning and design methods of custom-made clothing brand in our country, and constructs a custom clothing brand design model based on dynamic multi-dimensional positioning.
The main contents of this paper are as follows:
First, the classification of custom clothing brand model
Based on the core dimensions of business model, business model, profit model and service mode, the custom clothing brand model is divided into three categories: 1. custom-made clothing brand model with high customization; 2. custom clothing brand model based on the extension of garment brand business; and 3. model of mass customization garment brand based on technical innovation. Comparative analysis shows the difference between the three types of customized clothing brand models, thus defining the object and scope of this study.
Two, the development status and design theory of customized clothing brand.
First, analyze the development and market status of China's custom-made clothing industry. Secondly, summarize the value of custom clothing brand: humanistic value, symbolic value, new luxury, economic value, product value. Finally, summarize the characteristics of custom clothing brand: long brand history, excellent brand products, brand skills scarce, brand service comprehensive, so that The custom clothing brand is recognized in the aspects of operation and design. Based on the concept of three-dimensional space, the three-dimensional design of custom clothing brand is defined as: Based on the brand operation perspective, the custom clothing brand design methods are summed up from three different design angles (integrated design, standard design, system design). The individual demand motivation is based on the individual demand motivation. For the driving force, with the brand strategy as the inner support point, the three-dimensional design integration of the custom clothing brand is realized, thus the three-dimensional design sub module of the custom clothing brand design model is constructed.
Three, the establishment of a dynamic multi-dimensional positioning system for customized clothing brands.
This paper summarizes the structural features of custom clothing brand positioning: systematic structural features, multi-level structural features and dynamic structural features. Combined with the particularity of custom clothing brands, the key contents of the dynamic multi-dimensional positioning system of custom clothing brands are analyzed: 1. the positioning point selection of custom clothing brands. Think of the brand positioning point as the core content of the dynamic multi-dimensional positioning system of custom-made clothing brand, based on the demand characteristics of the target consumers, based on the three standards (target customer concern, better than the competitors, true and credible) to select the corresponding interests, values, attribute positioning point. Level point, and apply it to the core elements of.2. custom-made clothing brand in all the contents of brand marketing elements combination. Through the arrangement of the existing literature and three types of interview results, a custom clothing brand element evaluation system is set up, divided into custom clothing brand image, custom-made clothing brand products, brand customization services, custom-made clothing products. The brand market network 4 two level indicators and related 19 three level indicators, initially constructed the hierarchical structure of the customized clothing brand evaluation factor indicators. Based on the customized clothing brand factor evaluation system, according to the final synthetic weight to divide the custom clothing brand elements of the three levels, among which the core layer is the staff service, The division of the brand element level helps the enterprise identify the core design point of the brand..3. custom clothing brand consumers' core customization requirements are defined. Geographical variables, population variables, psychological variables, behavior variables are subdivision variables, the frequency statistics and clustering analysis of the questionnaire data are carried out to identify the mainstream of the custom clothing brand. Consumer groups, and summarizes three main types of customization requirements: Custom customization, business social customization needs, wedding custom needs.
The dynamic multi-dimensional positioning system of the custom clothing brand can be decomposed into three steps: 1. the dynamic positioning process of the custom clothing brand. That is, the following five main positioning dimensions (consumers, competitors, enterprise itself, macro environment, industry) are tracked and analyzed; 2. the selection process of the positioning point of the custom clothing brand. For the needs of the various marketing combination elements, the applicant selects the corresponding brand interest positioning points, value positioning points and attribute positioning points; 3. the selection and application process of the core positioning point of the custom clothing brand, that is, select the main location, the secondary location and the average level of the custom clothing brand, and apply it to the marketing elements combination (product, price, promotion). In order to achieve the establishment of a dynamic multi-dimensional positioning system for customized clothing brands, the above three steps are integrated.
Four, the design and application of customized clothing brand design.
The design pattern of custom clothing brand is defined as: Based on the brand operation angle, according to the selected custom clothing brand positioning point, considering the custom clothing brand model and the design pattern particularity, the design method and brand problem solution of the target consumer and brand contact point are designed according to the custom clothing brand. The corresponding analysis of pattern and design pattern defines the design mode of this study as the design method and problem solution based on the customized clothing sub brand based on the extension of the garment brand business. This paper discusses the three aspects of the design pattern of this paper: the characteristics of the brand strategy and tactics coordination, the modular structure characteristics, and the three-dimensional structure. Based on the reference of modular thought and diamond positioning theory, from the lateral composition of the design pattern, the longitudinal composition and the composite composition angle analysis, the custom clothing brand design pattern is decomposed into the following four sub modules: 1. the three-dimensional design sub module of the custom clothing brand; and the dynamic multi-dimensional positioning of the 2. custom clothing brand. Sub module; 3. custom clothing brand element sub module; 4. customized clothing brand marketing elements combination sub module. And through module decomposition refinement of custom clothing brand design model steps and content.
Taking the custom-made clothing sub brand of a domestic garment brand as an example, the following four topics are put forward in view of the main problems encountered at the present stage of the custom clothing subbrand: whether there is a positive correlation between the application of the 1. design pattern and the brand sales; whether there is a positive correlation between the application of the 2. design pattern and the brand consumer cultivation. 3. whether there is a positive correlation between the application of the design pattern and the effective shortening of the brand customization cycle; whether there is a positive correlation between the application of the 4. design pattern and the realization of the brand differentiation orientation. By the application of the custom fashion brand design pattern, the sales index, the satisfaction index, and the expert evaluation index are applied to the design pattern. The explicit and recessive index of the fruit set the other brand elements other than the design pattern as the invariable factor. It is proved that the design pattern studied in this paper has a positive effect on the improvement of the brand profit level, the promotion of consumer satisfaction, the shortening of the custom cycle and the realization of differential positioning. The application helps to solve the main problems that the brand has encountered at the present stage, and plays a positive role in the promotion of sales and consumer satisfaction. It is helpful for the accurate positioning of the brand and the formulation and development of various marketing strategies and tactics.
The innovation points of this article are mainly reflected in the following aspects:
First, complete the classification of customized clothing brands based on the analysis of brand models.
This paper defines business model, business model, service mode and profit model as the core dimension of custom clothing brand model, and divides the custom clothing brand into the following three categories: (1.) custom clothing brand based on advanced customization; 2. custom clothing brand based on the extension of garment brand business; 3. based on Technology. Innovative mass customization clothing brands.
Two, establish a dynamic multi-dimensional positioning system for customized clothing brands.
Combining the related content of the dynamic positioning theory and the location point theory, this paper sums up the three characteristics of the customized clothing brand: systematic structure features, multi-layer structure features, dynamic structural features, and puts forward the concept of customized clothing brand positioning point, and discusses the positioning point of custom clothing brand from the angle of interest, value and attribute positioning point. The dynamic multi-dimensional positioning system of the custom clothing brand is decomposed into three steps: the dynamic positioning process of the 1. brands, the selection process of the 2. brand positioning points, the identification and application process of the core positioning points of the 3. brands. Through the completion of the above three steps, the dynamic multi-dimensional positioning system of the clothing brand is customized. Set up.
Three, build a custom fashion brand design model
The design pattern of custom clothing brand based on dynamic multi-dimensional positioning is proposed. The design pattern is decomposed into vertical composition, lateral composition and composite component. The research results of modular thought and diamond map positioning model are used for reference. The design pattern is decomposed into the following four sub modules from the analysis angle of functional modules and structural modules. 1. to customize the three-dimensional design sub module of clothing brand; 2. to customize the dynamic multi-dimensional positioning sub module of clothing brand; 3. component layer module of custom-made clothing brand; 4. customized clothing brand marketing elements combination sub module, and study the steps and basic methods of design pattern completion.

【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F426.86;TS941

【参考文献】