服装设计企划对品牌优化影响的研究与实践

发布时间：2018-07-15 20:56

【摘要】：作为中国国民经济的支柱产业，服装产业在经济建设中,起着举足轻重的作用。然而随着国内外经济形势的变化与中国服装产业内部的不断转型，可以看出中国服装业业态并不乐观。目前中国服装产业还是主要以贴牌生产(OEM)和加工贸易为主,少有自主品牌在国际市场上崭露头角。随着我国劳动力成本上涨、人民币汇率升值、服装出口退税减少，贴牌生产和加工贸易所赚取的利润越来越微薄，中国服装业总体来说处于全球价值链低端。随着这种状况的日益加剧，自2010年起国内服装品牌价格开始大幅上涨，由此凸显出定价机制不成熟等一系列问题，品牌重塑已是势在必行。同时，不同层次的国际知名品牌开始不断占据我国各类市场，给中国服装行业带来了极大的竞争压力。随着我国社会从粗放经营的温饱时代走进集约经营的小康时代，并迈向个性经营的人本时代，企业之间不再局限于价格之争，而是进入到品牌竞争的时代。自2011年以来，随着品牌竞争的加剧，品牌运营机制的不成熟，国内多数服装企业出现了严重的库存问题，企业生存出现危机。同时在传统营销手段陷入瓶颈的大环境下，电子商务强势崛起，给传统服装企业带来了巨大挑战。面对如此严峻的局面，中国服装企业一夜意识到当新理念成为企业的共识，经营技巧再无秘密可言的时候，企业只能走个性化的道路，品牌时代就是必然的归宿。本土服装企业在发展过程中所面临的问题，也使其意识到要想使品牌立足于不败之地，就需要不断进行自我提升即完成自身的品牌优化。本文综合运用了文献调研法、企业实践及访谈法等研究方法，，着重围绕影响商品优化的要素——服装设计企划展开研究。研究主要分为四个步骤：第一步，本文通过查阅相关文献资料，结合目前产业现状对商品企划相关理论进行研究。同时分析整理商品优化的两部分内容——品牌完美化和品牌优异化。第二步，通过对设计企划的应用进行研究分析出服装设计企划对品牌优化所具有的必要性，总结出服装设计企划的主要内容以及我国服装设计企划的发展历程和存在的主要问题第三步，以品牌优化为目的，结合设计企划的实施要素，分析FICOCCO品牌在品牌优化中存在的问题，并以此为指导完成FICOCCO品牌2013年春夏产品的服装设计企划。最终，将理论研究成果运用到实践中，以所完成的服装设计企划为指导跟踪FIOCCO品牌2013年春夏季度的产品设计开发工作并进行相应的结果分析，验证研究成果的可行性。
[Abstract]:As the pillar industry of China's national economy, garment industry plays an important role in economic construction. However, with the change of domestic and foreign economic situation and the continuous transformation of China's garment industry, we can see that the pattern of China's garment industry is not optimistic. At present, China's garment industry is mainly OEM and processing trade, and few independent brands are emerging in the international market. With the rise of labor cost, the appreciation of RMB exchange rate, the reduction of tax rebate on clothing export, and the increasingly small profits earned by label production and processing trade, China's garment industry is generally at the low end of the global value chain. With the increasing of this situation, domestic clothing brand prices began to rise sharply since 2010, which highlights a series of problems, such as immature pricing mechanism, brand remodeling is imperative. At the same time, international famous brands of different levels began to occupy all kinds of markets in China, which brought great competition pressure to Chinese clothing industry. As the society of our country moves from the era of extensive operation to the era of intensive management and into the era of individualized management, the competition between enterprises is no longer confined to the competition of price, but to the era of brand competition. Since 2011, with the aggravation of brand competition and the immaturity of brand operation mechanism, most clothing enterprises in China have had serious inventory problems, and the survival of enterprises has been in crisis. At the same time, under the environment that traditional marketing means fall into bottleneck, electronic commerce rises strongly, which brings great challenge to traditional garment enterprises. Faced with such a severe situation, Chinese garment enterprises realize overnight that when the new concept becomes the consensus of the enterprises and the management skills are no longer secret to speak of, the enterprises can only take the personalized road, the brand age is the inevitable destination. The problems faced by local garment enterprises in the process of development also make them realize that if they want to make their brands stand in an invincible position, they need to constantly improve themselves, that is, to complete their own brand optimization. This paper makes use of the research methods of literature research, enterprise practice and interview, focusing on the clothing design planning, which is an important factor affecting commodity optimization. The research is mainly divided into four steps: the first step, this paper through consulting relevant literature, combined with the current industrial situation of commodity planning related theory research. At the same time, it analyzes the two parts of goods optimization-brand perfection and brand excellence. The second step, through the research on the application of design planning, the necessity of clothing design planning for brand optimization is analyzed. This paper summarizes the main contents of fashion design planning and the development course and main problems of clothing design planning in our country. The third step is to optimize the brand and combine the implementation elements of design planning. This paper analyzes the problems existing in the brand optimization of FICOCCO brand, and completes the clothing design plan of FICOCCO brand in spring and summer 2013 under the guidance of FICOCCO brand. Finally, the theoretical research results are applied to practice, and the finished clothing design plan is used as a guide to track the product design and development work of FIOCCO brand in spring and summer quarter of 2013, and analyze the corresponding results to verify the feasibility of the research results.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.86;TS941.2

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