服装品牌视觉形象设计策略研究

发布时间：2018-03-13 21:30

本文选题：服装品牌　切入点：品牌形象　出处：《天津科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：20世纪80年代以来,我国经济迅猛的发展,使得服装行业成为世界加工工厂和贸易出口大国,90年代中期我国成为了世界第一大服装生产和出口国。但我国目前还没有一个能在国际上颇具影响力的服装品牌。现代服装业在国际竞争中的焦点,已从廉价的生产力比较,转向世界知名服装品牌的较量。缺少世界知名服装品牌,是我国中高档服装缺乏国际竞争力主要原因之一。因此,服装品牌视觉形象的建设已成为我国服装业发展中迫切需要解决的问题。中国加入WTO以后,我国的服装市场得到迅猛的发展并逐步与世界接轨,国外的知名服装品牌纷纷涌入我国,国外服装品牌先进的品牌意识、品牌策划为国内服装品牌视觉形象设计的建设起到了积极的作用。国外服装品牌展现出的品牌视觉形象设计使国内服装品牌感受到了品牌服装的真正含义,认识到仅有品牌设计意识是远远不够的,在建设品牌的过程中,服装品牌视觉形象设计才是真正的核心。本文针对这一现状,结合服装行业的特点,通过探索国内外知名服装企业如何做出明确的品牌定位,如何进行全面系统的品牌视觉形象设计等一系列研究,建立了“服装品牌视觉形象设计策略”这一理论体系。本文共分为六个部分。第一部分通过对我国服装品牌的发展的现状与分析,明确了我国服装品牌发展的特点以及存在的问题；第二部分提出服装品牌视觉形象设计策略的构建,分析了服装品牌视觉形象的构成以及各个组成要素的作用；第三部分通过对我国著名服装品牌视觉形象设计策略的特点,阐述了服装企业导入品牌视觉形象设计策略的可行性与必要性。第四部分对我国服装品牌重塑品牌视觉形象进行了案例分析,分析重塑品牌视觉形象对服装品牌未来发展的战略性意义。第五部分着重论述了我国服装品牌视觉性设计发展的现实性思考问题,对我国服装品牌视觉形象设计现阶段发展遇到的问题着重进行分析与探索,提出了完善我国服装品牌视觉形象设计的对策。第六部分对未来服装品牌视觉形象设计的发展趋势进行了系统阐述。服装品牌视觉形象设计策略及其应用研究已经得到国内服装企业的广泛重视与普及。提出服装品牌视觉形象设计策略研究这一概念,以及论述服装品牌视觉形象建设的必要性与现实性研究,将为中国服装品牌成为世界知名服装品牌奠定必要的理论基础。
[Abstract]:Since 1980s, China's economy has developed rapidly. The garment industry has become the world's processing factory and export country. In the mid-1990s, china has become the world's largest clothing producer and exporter. However, at present, there is no clothing brand in china that can be influential in the world. The focus of the modern clothing industry in international competition, The lack of world-famous clothing brands is one of the main reasons for the lack of international competitiveness of middle-high grade clothing in China. The construction of visual image of clothing brand has become an urgent problem in the development of clothing industry in China. After China's entry into WTO, the clothing market of our country has developed rapidly and gradually connected with the world. Foreign well-known clothing brands have poured into our country, foreign clothing brands advanced brand awareness, Brand planning has played a positive role in the construction of visual image design of domestic clothing brand. The visual image design of foreign clothing brand has made domestic clothing brand feel the real meaning of brand clothing. Realize that brand design consciousness is far from enough, in the process of building brand, the visual image design of clothing brand is the real core. By exploring how domestic and foreign famous clothing enterprises make clear brand positioning, how to carry out a series of researches such as overall and systematic brand visual image design, etc. This article is divided into six parts. The first part is the analysis of the current situation and the development of the clothing brand in China. The second part puts forward the construction of the design strategy of the visual image of the clothing brand, analyzes the composition of the visual image of the clothing brand and the role of each component element. The third part is about the characteristics of visual image design strategy of famous clothing brands in China. This paper expounds the feasibility and necessity of introducing brand visual image design strategy into garment enterprises. Part 4th analyzes the case of rebuilding brand visual image of clothing brand in China. This paper analyzes the strategic significance of reshaping the visual image of the brand to the future development of the clothing brand. Part 5th focuses on the realistic thinking of the development of visual design of the clothing brand in China. The problems encountered in the development of the visual image design of clothing brands in China at this stage are analyzed and explored. This paper puts forward the countermeasures to perfect the visual image design of clothing brand in our country. Part 6th systematically expounds the developing trend of visual image design of clothing brand in the future. The strategy of visual image design of clothing brand and its application research have been studied. Through the widespread attention and popularization of domestic garment enterprises, the concept of visual image design strategy of clothing brand is put forward. The research on the necessity and reality of the visual image construction of the clothing brand will lay the necessary theoretical foundation for the Chinese clothing brand to become the world famous clothing brand.
【学位授予单位】：天津科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524;F426.86

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