一线品牌运动鞋服专卖店陈列设计研究

发布时间：2018-04-30 20:08

本文选题：陈列设计 + 一线品牌　；参考：《陕西科技大学》2017年硕士论文

【摘要】：随着我国制造业的转型升级,处于劳动密集型产业的一线品牌运动鞋服制造业逐步从单纯的OEM产品来料、来样加工转型为品牌化建设。随着一线品牌运动鞋服企业品牌化的深入,通过整合自身资源、调整产业结构、促进产业升级等举措来应对国际品牌的冲击已经成为必然趋势。由于我国一线品牌运动鞋服企业品牌发展起步晚,在专卖店陈列设计整体上处于模拟国外风格的特征,缺乏系统规划,造成设计元素和适宜的氛围烘托的缺失。加之国内高校在学科建设方面涉猎不足,目前国内一线运动鞋服品牌的专卖店陈列设计创意不足,主题牵强,卖场整体感不强。本研究的目的在于唤起一线品牌运动鞋服品牌企业对专卖店陈列的重视,积极加强专业化专卖店陈列设计建设。本研究所涉猎的一线品牌主要界定在运动鞋服领域,在国内及国际上具有时尚、技术、功能等方面的引领效应,在本行业内具有较强的领导力和影响力,如耐克、阿迪达斯、安踏、李宁等品牌。这类企业有实力进行系统化、体系性的陈列设计,同时其品牌附属的一线品牌运动鞋服产品款式、品类较为全面,几乎涵盖一线品牌运动鞋服产品中所有类目,针对其展开的研究具有极高针对性和普遍推广价值,成果对相关产业的具体应用有系统化指导意义。本研究以一线品牌运动鞋服专卖店为背景视角,从一线品牌运动鞋服专卖店的整体陈列设计入手,以陈列设计的表现形式为重点,以补充和完善专卖店陈列设计的理论为目标,具有特定针对性强、与消费市场联系紧密、学科融合性高的特点。本研究的主要内容有:一是通过市场实地调研及测试分析,从一线品牌运动鞋服专卖店的各要素、角度、细节出发,系统的总结出专门针对一线品牌运动鞋服专卖店陈列的设计原则和方式方法,为一线品牌运动鞋服企业在专卖店陈列方面提供理论依据;二是系统性研究一线品牌运动鞋服专卖店陈列设计中不同构成要素对消费者产生的影响,从消费心理学、设计心理学的角度综合分析这些效应并形成系统的指导性文案;三是从学科综合的角度出发,从环境设计学、色彩学、消费心理学、市场营销学、设计构成、展示设计学、灯光设计等学科多角度、全方位进行一线品牌运动鞋服专卖店陈列设计专项研究。本项目旨在通过对一线品牌运动鞋服专卖店陈列的设计原则和系统性方式方法等方面的研究,形成系统化的一线品牌运动鞋服专卖店技术、理论指导体系。进一步提升专卖店陈列设计水平、助推品牌形象、增强品牌市场活力、提高陈列效率及经济效益,帮助企业建立科学的陈列设计技术理念,丰富并完善我国相关方面的研究成果。
[Abstract]:With the transformation and upgrading of China's manufacturing industry, the first-line brand sneaker clothing manufacturing industry in labor-intensive industries has gradually transformed from pure OEM products to brand construction. With the deepening of brand of first-line brand sports shoes clothing enterprises, it has become an inevitable trend to deal with the impact of international brands by integrating their own resources, adjusting the industrial structure, promoting industrial upgrading and other measures. Because of the late start of the brand development of our country's first-line brand sports shoes clothing enterprise, the display design of the exclusive store is in the characteristic of simulating the foreign style as a whole, and lacks the systematic planning, resulting in the lack of the design elements and the suitable atmosphere. In addition, the lack of discipline construction in domestic colleges and universities, the current domestic sports shoes clothing brand store display design is inadequate, the theme is far-fetched, the overall sense of the store is not strong. The purpose of this study is to arouse the attention of the first-line brand sports shoes clothing brand enterprises to the display of specialty stores and to strengthen the design and construction of specialized stores. This institute dabbles in the front line brand mainly to define in the sports shoes clothing domain, has the fashion, the technology, the function and so on aspect leading effect in the domestic and the international, has the stronger leadership and the influence in the industry, such as Nike, Adidas, Anta, Li Ning and other brands. This kind of enterprise has the strength to carry on the systematic, systematic display design, at the same time its brand subsidiary first-line brand sports shoes clothing product style, the category is relatively comprehensive, almost covers the first line brand sports shoes clothing product all categories, The research on it has high pertinence and popularizing value, and the results have systematic guiding significance to the concrete application of related industries. This research takes the first line brand sports shoes clothing monopoly store as the background angle of view, starts with the overall display design of the first-line brand sports shoes clothing monopoly store, takes the display design form as the focal point, takes supplements and consummates the exclusive store display design theory as the goal. Has the specific pertinence strong, and the consumer market contact closely, the discipline fusion high characteristic. The main contents of this study are as follows: first, through market field research and test analysis, starting from the factors, angles and details of first-line brand sports shoes clothing stores, The system summarizes the design principles and methods for the display of the one-line brand sports shoes clothing stores, and provides the theoretical basis for the first-line brand sports shoes clothing enterprises in the display of stores; The second is the systematic study of the impact of different elements on consumers in the display design of first-line brand sports shoes clothing stores. From the perspective of consumer psychology and design psychology, this paper comprehensively analyzes these effects and forms a systematic guidance case. Third, from the perspective of comprehensive discipline, from the environmental design, color, consumer psychology, marketing, design composition, display design, lighting design and other disciplines, All-round brand sports shoes clothing store display design special research. The purpose of this project is to form a systematic technical and theoretical guidance system through the study of the design principles and systematic ways and methods of the display of first-line brand sports shoes clothing specialty stores. To further enhance the display design level of specialty stores, promote brand image, enhance brand market vitality, improve display efficiency and economic efficiency, help enterprises to establish scientific display design technology concept, Enrich and improve the relevant research results in China.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J525.2

【参考文献】