时尚藏装产业化的价值及路径探析

发布时间：2018-06-05 17:32

本文选题：时尚藏装 + 产业化价值　；参考：《四川省社会科学院》2014年硕士论文

【摘要】：服饰的媒介属性对于传播民族文化具有重要意义，服饰的经济属性又意味着服饰需要通过产业链的共振实现其商品价值。我国的民族服饰产业面临着价值层面，技术层面及运营层面的困境，宝贵的民族服饰资源和巨大的制造业实力并没有得其所用，反而长期受到国外服饰产业的市场压制和文化侵袭。本文选取西藏民族服饰作为切入点，创新界定了时尚藏装的产业形式，并着力探讨了其发展的价值及路径。时尚实质是人们心有所向但尚未坐拥的价值观，藏装是传播民族价值观的媒介，要实现藏民族文化的广泛传播，首先有赖于对价值观进行提炼、编码，其次是驾驭好新媒体经济时代的风向盘，借文化产业的链条通往其文化价值和经济价值的高地。文章将服饰作为媒介及商品的共同体，综合符号理论，新闻理论，时尚理论，营销理论，把着装者同时视为传媒的受众和市场的消费者来研究，以确立和探寻时尚藏装产业化的未来。其一本文分析认为民族的并不固然是世界的，属于世界的前提是先要融入世界。传播的本质是实现价值观的和谐共振，而服饰是价值观的外在形式，只有提炼出藏装的共通价值观，并在形式方面加以改造，服饰文化才能得到认同，实现传播，促成流行。民族服饰品牌有待突破之处在于抓准文化特性，承袭民族核心价值和服饰风味，因此时尚藏装产业需深入挖掘民族文化的现代意义，，以延展文化的多元性。其二在民族服饰小企业面对新经济时代跃跃欲试又一筹莫展之际，我们需要解决的是经济环境和产业策略两个问题。经济环境需要政府的支持，创建西部区域性的产业集群有利于时尚藏装产业借规模效益和资源共享实现市场开拓；而经济体则需要通过正确的价值导向和有益的战略摸索以寻求生机。民族服饰经济不能固步自封地走传统供需的老路，一是需转变运营思路，要以价值观为核的品牌方针来构建品牌文化，在服饰品牌和产品内容方面打破传播障碍，获取消费者青睐。二是要通过时尚元素的嫁接和新媒体的运作来实现产品和体制的突破。文章就时尚藏装的特质从品牌运营、产品设计、渠道创新、服务创新及定价分析五个方面予以了新思路新见解，以探寻时尚藏装经济在未来的可行之路。
[Abstract]:The medium attribute of clothing is of great significance for the dissemination of national culture, and the economic attribute of dress means that clothing needs to realize its commodity value through the resonance of industrial chain. The national clothing industry of our country is faced with the dilemma of value level, technology level and operation level, the precious national dress resources and the huge manufacturing strength have not been used. On the contrary, long-term foreign clothing industry by the market repression and cultural invasion. This paper selects Tibetan national costume as the breakthrough point, defines the industrial form of fashion Tibetan clothing innovatively, and probes into the value and path of its development. The essence of fashion is the values that people have something to offer but have not yet sat on. Tibetan clothing is the medium of spreading national values. In order to achieve the widespread dissemination of Tibetan culture, it depends first of all on refining and coding the values. The second is to control the new media economic era of the wind, through the cultural industry chain to its cultural value and economic value of the high ground. The article regards clothing as the media and commodity community, comprehensive symbol theory, news theory, fashion theory, marketing theory, and regards the dresser as the audience of the media and the consumer of the market. In order to establish and explore the future of fashion and clothing industrialization. Firstly, the author thinks that the national is not the world, but the premise of the world is to integrate into the world. The essence of communication is to realize the harmonious resonance of values, while dress is the external form of values. Only by refining the common values of Tibetan clothing and transforming them in form can dress culture be recognized, spread and popular. The key to the breakthrough of national clothing brand is to grasp the cultural characteristics and inherit the core value and clothing flavor of the nation. So fashion and clothing industry needs to dig into the modern significance of national culture in order to extend the diversity of culture. Second, in the face of the new economic era, small enterprises need to solve two problems: economic environment and industrial strategy. The economic environment needs the support of the government, and the establishment of the regional industrial cluster in the west is conducive to realizing the market development with the benefit of scale and the sharing of resources. Economies, on the other hand, need to grope for survival through the right value-oriented and useful strategies. The traditional way of supply and demand should not be taken firmly by the economy of national dress. First, it is necessary to change the thinking of operation, to construct brand culture with the core of values, and to break the communication barrier in the aspect of clothing brand and product content. Get the favor of consumers. The second is to achieve the breakthrough of product and system through the grafting of fashion elements and the operation of new media. This paper gives some new ideas on the characteristics of fashion collection from five aspects: brand operation, product design, channel innovation, service innovation and pricing analysis, in order to explore the feasible way of fashion Tibetan clothing economy in the future.
【学位授予单位】：四川省社会科学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86

【参考文献】