试探服装陈列展示在高职校内外实训店铺中的应用

发布时间：2018-08-23 10:56

【摘要】：随着中国加入世界贸易组织，我国经济的持续高速的发展，海外服装企业和服装品牌大量涌入，本土品牌文化意识越来越受到关注。人们对服装的要求也从驱寒保暖转变为对时尚流行的追求。我国的服装服饰行业正逐渐进入成熟期阶段。服装销售不再是只要商品好，顾客就会自动上门，服装企业既要面对市场供大于求的现实，又要面对海内外同行的激烈竞争，如果企业经营者经营理念和管理水平不能与时俱进，那么，就会在激烈的市场竞争中失去立足之地。服装陈列展示起源于欧洲商业及百货业发展的早期，是大工业生产时代的产物。作为一种商业文明成果，陈列展示技术不仅服务于零售业，，还涉及房地产、广告、餐饮以及其它各行各业。只要这个世界有商品存在，陈列展示技术就必然存在。陈列展示技术的发展是商业经济进步的显著标志。在我国，随着经济化进程的加速，一批一批服装企业迅速的崛起，如何运用陈列展示技术为他们打造良好的企业形象显得尤为重要，陈列展示技术因此具有很高的市场开拓价值和潜力。羊绒品牌“雪莲”的陈列负责人刘娜这样说“得终端者得天下”，近几年来，越来越多的销售人员明白了决胜终端的手法不仅仅是销售技巧和拓展渠道，终端陈列常常决定了你的进店率、成交率和潜在顾客。在现今商品同类化严重的时代，陈列就像是终端的一个无声导购员，通过陈列展示手法，传播品牌，帮助品牌发展潜在顾客，传播品牌公司的信息，传达品牌的设计理念，展示新产品，较少库存，促进销售。本文从高职教育的特殊性出发，通过服装企业终端店铺在校内、外实训店铺的陈列展示技巧的原理与方法，系统归纳和分析了陈列展示的目的、规划以及要素；并通过案例的分析和国际完整的陈列展示的点评，用艺术性的审美方式，专业化的营销理念，与市场需求相接轨。增强品牌终端销售能力，提高多远化客户服务素质，将服装艺术很好的到销售机制中。
[Abstract]:With China's entry into the World Trade Organization (WTO) and the sustained and rapid development of China's economy, a large number of overseas garment enterprises and clothing brands are flooding in, and local brand cultural consciousness has been paid more and more attention. People's requirements for clothing also changed from the cold and warm to the pursuit of fashion and popularity. China's clothing and clothing industry is gradually entering a mature stage. Clothing sales are no longer just good commodities, customers will automatically come to the door. Clothing enterprises should face the reality of oversupply in the market and fierce competition from their counterparts at home and abroad. If the management concept and management level of business operators cannot keep pace with the times, they will lose their foothold in the fierce market competition. Clothing display and display originated from the early development of European commercial and department store industry and was the product of the era of large industrial production. As a result of commercial civilization, display and display technology not only serves the retail industry, but also involves real estate, advertising, catering and other industries. As long as there is a commodity in this world, display and display technology must exist. The development of display technology is a remarkable sign of commercial economic progress. In our country, with the acceleration of the process of economization and the rapid rise of a number of garment enterprises, how to use display technology to create a good corporate image for them is particularly important. Display and display technology therefore has high market development value and potential. Liu Na, the display director of the cashmere brand "Xuelian," said this: "get the end of the world." in recent years, more and more salespeople have realized that winning the terminal is more than just selling skills and expanding channels. Terminal displays often determine your entry rate, turnover rate, and potential customers. In today's era of serious congenialization of commodities, display is like a silent buyer at the terminal. Through display techniques, the display can spread the brand, help the brand develop potential customers, spread the information of the brand company, and convey the design concept of the brand. Display new products, less inventory, promote sales. Starting from the particularity of higher vocational education, this paper systematically summarizes and analyzes the purpose, planning and elements of display and display through the principles and methods of display skills of terminal stores in and outside practical stores of garment enterprises. And through the case analysis and the international complete display the comment, uses the artistic esthetic way, the specialized marketing idea, is in line with the market demand. Enhance the brand terminal sales ability, improve the quality of customer service, clothing art into the sales mechanism.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G712;F713.7-4

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