“例外”品牌文化在其终端卖场的视觉传达研究

发布时间：2018-09-06 06:35

【摘要】：我国加入WTO(世界贸易组织)以后,国门进一步打开,服装行业竞争日趋激烈,还处在成长阶段的本土服装品牌遭受了国外品牌的强烈冲击。在品牌竞争文化取胜的今天,如何通过服装终端卖场视觉形象来展现服装品牌鲜明独特的文化形象至关重要。通过良好的终端卖场视觉形象,可以将品牌文化的信息有效传递给消费者,不仅能刺激消费者的购买欲,有效维系顾客的忠诚度,还能提升品牌价值。通过对国内外服装企业的品牌文化与终端卖场陈列之间发展史的对比认识研究,论证服装品牌终端卖场的视觉形象建设对于提升品牌文化所起到的作用。文章主要解决了以下两个问题：第一,国内外服装品牌终端卖场视觉形象与其品牌文化之间关系的发展史比较研究。第二,以“例外EXCEPTION”作为案例分析,提出“终端卖场视觉形象是表达和传递服装品牌文化的重要载体,它可以强化已经设定好的品牌文化,并将独特的品牌文化传播给消费者”这一观点。
[Abstract]:After China's entry into the WTO (World Trade Organization), the door of the country has been further opened, and the competition in the garment industry has become increasingly fierce, and the local clothing brands, which are still in the growing stage, have suffered a strong impact from foreign brands. In today's competitive brand culture, it is very important to show the distinctive and unique cultural image of clothing brand through the visual image of clothing terminal store. Through a good visual image of the terminal store, the information of brand culture can be effectively transmitted to consumers, which can not only stimulate consumers' desire to buy, effectively maintain customer loyalty, but also enhance brand value. Based on a comparative study of the history of brand culture and the display of terminal stores at home and abroad, this paper demonstrates the role of the visual image construction of clothing brand terminal stores in the promotion of brand culture. This paper mainly solves the following two problems: first, the comparative study of the relationship between the visual image of the clothing brand terminal store and its brand culture at home and abroad. Secondly, taking "exceptional EXCEPTION" as a case study, the paper points out that "the visual image of the terminal store is an important carrier to express and transmit the clothing brand culture, which can strengthen the brand culture that has been set up." And the unique brand culture to the consumer, "this view.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86;F274

【参考文献】