中国独立设计师品牌的兴起与发展

发布时间：2018-06-16 15:38

本文选题：创意 + 独立设计师　；参考：《北京服装学院》2008年硕士论文

【摘要】： 随着经济的快速发展,近五六年来,我国一些大城市陆续出现了独立服装设计师品牌集群,其鲜明的设计独创性、对市场的敏锐反应和灵活的运营机制,受到广大消费者的喜爱和热捧,显示出新生事物的蓬勃朝气和旺盛的生命力,然而,除了媒体的一些零星报道,目前学界对它的研究还处于空白状态。而在一些发达国家,由独立设计师品牌演化而来的国际著名品牌,历经几十年的变迁,大都进入了新的发展阶段,有关本来意义上独立设计师品牌问题的研究,目前亦鲜见系统的文献。本文以品牌管理学、市场营销学、系统论等理论为指导,考察和分析了我国独立设计师品牌的基本概念、主要特征、生存现状和发展前景,认为它是在全球创意产业蜂起的背景下,在我国社会经济整体转型中,服装业诸多矛盾演变加剧的必然产物。随着消费的升级,它在总体上将有个较大的发展,对我国整个服装业的转型,对国家经济的又好又快发展以至和谐社会的建设都将产生十分积极的影响。目前独立设计师品牌的发展,还面临着不少困难,需要设计师在思维方式、经营能力和情商修养上获得提高,需要行业组织发挥组织、协调和服务作用,为其排忧解难,更需要政府在政策和管理上给予有力的扶持,为它的发展创造良好的外部条件。
[Abstract]:With the rapid development of economy, in the past five or six years, independent fashion designer brand clusters have appeared in some big cities of our country one after another, with their distinctive design originality, keen response to the market and flexible operation mechanism. It is popular and popular among consumers, showing the vigorous vitality and vitality of new things. However, except for some sporadic reports in the media, the academic research on it is still in a blank state at present. In some developed countries, international famous brands evolved from independent designers' brands, after decades of changes, most of them have entered a new stage of development. At present, there are few systematic documents. Guided by the theories of brand management, marketing and system theory, this paper investigates and analyzes the basic concepts, main features, survival status and development prospects of independent designer brands in China. It is considered to be the inevitable outcome of the evolution and intensification of many contradictions in the clothing industry in the context of the global creative industry and in the overall social and economic transformation of our country. With the upgrade of consumption, it will have a great development on the whole, which will have a very positive impact on the transformation of the whole clothing industry, the good and fast development of the national economy and even the construction of a harmonious society. At present, the development of independent designer brand still faces a lot of difficulties. It needs designers to improve their thinking mode, management ability and emotional quotient cultivation, and need industry organizations to play a role of organization, coordination and service, so as to solve difficulties for them. The government should give strong support in policy and management so as to create good external conditions for its development.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.86

【引证文献】