少女风格服装品牌LALABOBO的品牌定位及设计策略分析
发布时间：2018-08-25 15:47
【摘要】：中国女装市场发展迅速，女装市场的定位在不断的细分化，目前研究者们把重点更多的放在了发展相对成熟完善，竞争激烈的成熟女装市场和相关品牌的研究上。而少女装作为其中越来越瞩目的细分类别在市场上逐步扩大份额，但关于本土少女装品牌的相关分析研究篇幅还不算多。因此本文主要针对中国本土的少女风格服装市场的现状进行分析解剖，从少女装品牌LALABOBO的案例出发，引用并归纳大量的品牌实际操作经验和品牌的积累资料，，运用品牌，设计管理学，市场营销学，心理学等各学科的交叉理论知识，采取了文献参阅方法，市场调研问卷法，比较分析方法等多样的研究方法进行论文课题的研究。主要分为以下几个组成部分，首先从LALABOBO的品牌背景入手，从实践经验到业绩表现再到管理团队组成以及发展趋势几个方面剖析了选择这一品牌作为案例分析的原因，为论文的余下内容的可信度做出基本的定调和铺垫。接下来对少女风格服装品牌市场的现状进行分析，分别从市场的划分，国内外品牌的现状以及LALABOBO品牌的市场现状进行分析，并提出运用市场考察的5个“R”方法进行分析。通过市场问卷调查对案例品牌的定位，核心竞争力进行剖析，引出对于“潮牌”的定义并比较LALABOBO与“潮牌”的异同点。第五章对LALABOBO品牌的设计相关策略进行实际操作的案例分析，对设计管理的团队构建，研发流程管理，设计策略创新，产品组合策略等进行案例说明，并提出指导设计的FAB法则和28原则，同时提出企业对商业设计师的要求与设计师的自我定位原则。论文最后总结少女风格品牌在发展如何应对产品创新和供应链升级的挑战，阐述设计给品牌带来的核心价值，同时设计师和企业要站在绿色环保，可持续发展的角度上面对机遇与挑战。
[Abstract]:Chinese women's wear market is developing rapidly, and the orientation of women's wear market is constantly differentiation. At present, researchers have put more emphasis on the research of mature women's wear market and related brands, which are relatively mature and perfect, which are intensely competitive. As one of the more and more attractive subcategories, the girl dress has gradually expanded its share in the market, but the relevant analysis and research on the local girls' clothing brand is not much. Therefore, this article mainly analyzes and dissects the present situation of China's native girls' style clothing market, starting from the case of LALABOBO, quoting and summing up a large number of brand practical operation experience and brand accumulation data, using brand, Design management, marketing, psychology and other disciplines of cross-theoretical knowledge, the use of literature reference method, market survey questionnaire, comparative analysis methods and other research methods to carry out the study of the subject of the paper. It is mainly divided into the following parts: firstly, starting with the brand background of LALABOBO, this paper analyzes the reasons for choosing this brand as a case study from the aspects of practical experience, performance, management team composition and development trend. Make the basic setting and laying the groundwork for the credibility of the rest of the paper. Then it analyzes the current situation of girls' style clothing brand market, respectively from the market division, the current situation of domestic and foreign brands and the market status of LALABOBO brand, and puts forward the use of five "R" methods to analyze the market. This paper analyzes the positioning of the brand and the core competence through the market questionnaire, and draws the definition of "Chao Brand" and compares the similarities and differences between LALABOBO and "Chao Brand". The fifth chapter analyzes the actual operation of the design strategy of LALABOBO brand, and explains the design management team building, R & D process management, design strategy innovation, product combination strategy and so on. At the same time, the paper puts forward the FAB rule and 28 principle of guiding design, and puts forward the requirements of business designer and the principle of designer's self-orientation. Finally, the paper summarizes how to deal with the challenges of product innovation and supply chain upgrading in the development of girls' style brand, expounds the core value brought by design to the brand, and at the same time, designers and enterprises should stand in the green environmental protection. Facing opportunities and challenges from the perspective of sustainable 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】：2013
【分类号】：F274;F426.86
本文编号：2203379
[Abstract]:Chinese women's wear market is developing rapidly, and the orientation of women's wear market is constantly differentiation. At present, researchers have put more emphasis on the research of mature women's wear market and related brands, which are relatively mature and perfect, which are intensely competitive. As one of the more and more attractive subcategories, the girl dress has gradually expanded its share in the market, but the relevant analysis and research on the local girls' clothing brand is not much. Therefore, this article mainly analyzes and dissects the present situation of China's native girls' style clothing market, starting from the case of LALABOBO, quoting and summing up a large number of brand practical operation experience and brand accumulation data, using brand, Design management, marketing, psychology and other disciplines of cross-theoretical knowledge, the use of literature reference method, market survey questionnaire, comparative analysis methods and other research methods to carry out the study of the subject of the paper. It is mainly divided into the following parts: firstly, starting with the brand background of LALABOBO, this paper analyzes the reasons for choosing this brand as a case study from the aspects of practical experience, performance, management team composition and development trend. Make the basic setting and laying the groundwork for the credibility of the rest of the paper. Then it analyzes the current situation of girls' style clothing brand market, respectively from the market division, the current situation of domestic and foreign brands and the market status of LALABOBO brand, and puts forward the use of five "R" methods to analyze the market. This paper analyzes the positioning of the brand and the core competence through the market questionnaire, and draws the definition of "Chao Brand" and compares the similarities and differences between LALABOBO and "Chao Brand". The fifth chapter analyzes the actual operation of the design strategy of LALABOBO brand, and explains the design management team building, R & D process management, design strategy innovation, product combination strategy and so on. At the same time, the paper puts forward the FAB rule and 28 principle of guiding design, and puts forward the requirements of business designer and the principle of designer's self-orientation. Finally, the paper summarizes how to deal with the challenges of product innovation and supply chain upgrading in the development of girls' style brand, expounds the core value brought by design to the brand, and at the same time, designers and enterprises should stand in the green environmental protection. Facing opportunities and challenges from the perspective of sustainable 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】：2013
【分类号】：F274;F426.86
【参考文献】
相关期刊论文 前2条
1 李敬华;徐静;;中国女装市场现状分析及消费趋势研究[J];市场论坛;2006年02期
2 卢泰宏,黄胜兵,罗纪宁;论品牌资产的定义[J];中山大学学报(社会科学版);2000年04期
本文编号：2203379
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