自主女装品牌产品设计开发流程研究

发布时间：2018-01-17 20:01

本文关键词：自主女装品牌产品设计开发流程研究　出处：《北京服装学院》2013年硕士论文　论文类型：学位论文

【摘要】：服装是满足人们多层生理需求和心理需求的产品，随着人们生活质量的提升，人们不再只满足于服装基础的保暖功能和修饰身材，也逐渐看重了服装品牌所蕴含的无形价值，比如营造的风格、倡导的价值观、象征的身份财富等等。改革开放以来，我国依靠稳定的经济环境、低廉的原料及人工成本，成为世界最大的服装代工国家。中国企业的成衣制造能力逐渐成熟，成衣制造供应链也逐渐完善，越来越多的企业开始战略延伸，创立成衣品牌，希望能让企业获得更多利润。近年来，随着中国加入WTO，越来越多的国外成衣品牌入驻中国，它们突出的产品、供应链和后台管理优势给中国本土品牌带来越来越大的压力。笔者在朗姿股份有限公司实习的半年时间里，参与了消费者调研项目和竞争品牌调研项目，发现了自主女装品牌的品牌定位模糊、产品缺乏卖点、产品缺乏系列开发、店铺形象不佳等问题逐渐凸显，导致品牌缺乏顾客忠诚度，客单价和平效低，库存高等情况。笔者立足于我国女装品牌，用传播学、营销学、管理学等理论分析女装成衣品牌产品开发流程。通过设计出了产品设计开发流程的调查问卷，调研15家女装企业的产品设计开发流程，分析了这15家女装企业的流程内容及流程运行中出现的瓶颈和障碍，提出了自主女装产品设计开发流程的流程。新流程对产品设计开发流程的顺序做重新的规划，提高流程运行的效率；增加了市场调研的深度和广度，以提升产品设计开发人员的信息储备；增加了企业战略定位环节，，强调企业战略定位对于产品设计开发的指导意义；并以系列产品为中心进行企划开发，以提升终端店铺的品牌形象。
[Abstract]:Clothing is to meet people's multi-layer physiological and psychological needs of the product, with the improvement of people's quality of life, people are no longer satisfied with the clothing based on the warm function and body modification. Also gradually valued the intangible value of clothing brand, such as the style of construction, the value of advocacy, symbolic status of wealth and so on. Since the reform and opening up, China depends on a stable economic environment. The low cost of raw materials and labor has become the largest garment manufacturing country in the world. The garment manufacturing capacity of Chinese enterprises is gradually maturing, the garment manufacturing supply chain is gradually improving, and more and more enterprises begin to extend their strategy. In recent years, with China's accession to WTOW, more and more foreign clothing brands have entered China, their outstanding products. The advantages of supply chain and backstage management bring more and more pressure to local brands in China. During my six months of internship in Langzi Co., Ltd, I participated in consumer research projects and competitive brand research projects. Found the brand positioning of independent women's clothing brand fuzzy, product lack of selling points, product lack of series development, store image problems gradually highlighted, leading to brand lack of customer loyalty, customer price and low efficiency. Stock level. Based on the women's clothing brand in China, the author analyzed the product development process of the women's clothing brand with the theories of communication, marketing and management, and designed the questionnaire of the product design and development process. This paper investigates the product design and development process of 15 women's wear enterprises and analyzes the process contents and bottlenecks and obstacles in the process operation of these 15 women's wear enterprises. This paper puts forward the process of design and development of independent women's wear products. The new process replans the sequence of product design and development process to improve the efficiency of process operation. Increase the depth and breadth of market research, in order to enhance the product design and development personnel's information reserve; The strategic positioning of enterprises is added, and the guiding significance of enterprise strategic positioning for product design and development is emphasized. And a series of products as the center for planning and development to enhance the brand image of the terminal store.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;TS941.2

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