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服装终端策划与品牌文化之间的关系研究

发布时间:2018-05-30 14:04

  本文选题:服装终端策划 + 品牌文化 ; 参考:《青岛大学》2009年硕士论文


【摘要】: 在我国,随着经济文化的迅速发展,服装产业已转向品牌竞争的时期,如何通过服装终端策划为服装企业打造一个鲜明的品牌文化形象已变得越来越重要,而且也具有很高的市场开拓力和应用价值。通过良好的服装终端策划还可以影响消费者的购买欲,刺激消费,并且提升品牌价值。 本课题通过对服装的品牌形象(特征)、产品风格、销售形式的探究,论证服装终端策划对于提升品牌文化在服装销售中所起到的作用,并最终提出服装终端策划的几种有效的方法。 全文主要论述了以下两个问题: 第一,面对终端销售,企业通过对服装终端展示、陈列、卖场设计、广告宣传、终端促销等方面的全力建设,可以使商品最大限度的提升品牌价值和其附加值。 第二,以PRARD作为案例分析,提出以服装终端的个性化空间设计为理念,卖场设计对于品牌风格的影响。指出服装品牌的个性化不仅仅是指产品的风格,同时也包括卖场风格、品牌形象等各个方面。只有产品风格、卖场风格以及品牌形象一致时,品牌的性格才显露出来。
[Abstract]:In China, with the rapid development of economy and culture, the clothing industry has turned to the period of brand competition. How to create a distinctive brand culture image for garment enterprises through clothing terminal planning has become more and more important. Also has the very high market development power and the application value. Through good clothing terminal planning can also affect the consumer's desire to buy, stimulate consumption, and enhance brand value. This topic through the clothing brand image (features, product style, sales form of exploration, the clothing terminal planning to promote the role of brand culture in clothing sales, Finally, several effective methods of garment terminal planning are put forward. This paper mainly discusses the following two issues: First, in the face of terminal sales, enterprises through the clothing terminal display, store design, advertising, terminal promotion and other aspects of the construction, can maximize the value of goods and its added value. Secondly, taking PRARD as a case study, this paper puts forward the idea of individualized space design of clothing terminal and the influence of store design on brand style. It is pointed out that the personalization of clothing brand not only refers to the style of the product, but also includes the style of sale, brand image and so on. Only when the product style, the selling style and the brand image are consistent, the brand's character is revealed.
【学位授予单位】:青岛大学
【学位级别】:硕士
【学位授予年份】:2009
【分类号】:F426.86

【引证文献】

相关期刊论文 前2条

1 陈秀免;;服装零售促销策略探讨[J];国际纺织导报;2012年01期

2 李耀琼;;解析服装品牌文化与品牌服装设计定位研究[J];大众文艺;2012年18期

相关硕士学位论文 前4条

1 李润芝;我国白领阶层女装定制体验馆发展模式研究[D];青岛大学;2011年

2 李如;品牌女鞋陈列要素分析与设计研究[D];陕西科技大学;2012年

3 祝丽俊;服装广告中品牌文化的表现研究[D];西安工程大学;2011年

4 王昱;影像文化在家纺卖场陈列中的应用研究[D];浙江理工大学;2013年



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