女性消费心理下的品牌服饰专卖店展示设计研究
发布时间：2018-07-14 15:41
【摘要】：随着中国经济的转型,专卖店作为零售业销售的主要场所,在商业发展中占据着重要地位。不断提高的生活质量,使人们的消费心理、购物行为都有了新的需求,专卖店展示带来的心理上的感受得到越来越多的重视。针对“她世纪”的到来,准确了解女性消费心理并根据此特点对品牌服饰专卖店展示设计进行研究,目的在于为女性消费者创造轻松、愉悦、舒适的商业展示环境,引导女性合理消费。在专卖店展示设计中引入女性消费心理的概念,并以此指导设计实践,对构建一个集消费与休闲于一体的品牌专卖店展示环境,具有理论和实践的双重意义。本文从女性消费心理基本概念出发,以相关理论为基础,将女性消费心理相关的科学理论运用到专卖店展示设计实践中,研究在理论与实践相结合中,如何营造满足女性消费心理的展示空间环境。论文主要内容包括：其一,论文将针对女性消费心理、女性人体尺度以及视知觉等进行剖析与研究,并通过笔者的实地调研,分析总结出女性消费心理特征与规律；其二,从专卖店展示空间的形式语言方面展开分析与研究,同时例举相关案例进行分析,进一步提出与品牌专卖店展示设计有关的理论。其三,分析女性消费心理在专卖店展示构成要素上的运用,运用理论与实际相结合的方式,对专卖店展示设计中女性的消费心理特点与原则进行总结。以期望在品牌服饰专卖店展示设计实践中合理运用女性消费心理理论。论文最后例举笔者实习期间参与设计的实际项目,并结合女性消费心理相关内容进行分析。针对以上分析研究,本文试图通过理论探讨与实践应用相结合,检验女性消费心理的规律和特点,力求对今后的品牌服饰专卖店展示设计工作起到一定的借鉴与参考作用。
[Abstract]:With the transformation of China's economy, specialty stores, as the main place of retail sales, play an important role in the development of business. With the continuous improvement of the quality of life, people's consumption psychology and shopping behavior have new demands, and the psychological feeling brought by the display of specialty stores has been paid more and more attention. In view of the arrival of "her Century", we can accurately understand the female consumer psychology and study the display design of the brand clothing store according to this characteristic. The purpose is to create a relaxed, pleasant and comfortable commercial display environment for the female consumers. Leading women to spend rationally. The concept of female consumption psychology is introduced into the display design of specialty stores, and it is of both theoretical and practical significance to construct a brand store display environment which integrates consumption and leisure. Starting from the basic concept of female consumer psychology and based on the relevant theories, this paper applies the scientific theory of female consumer psychology to the display design practice of specialty stores, and studies the combination of theory and practice. How to create the space environment to satisfy the female consumption psychology. The main contents of this paper are as follows: first, the thesis will analyze and study the female consumer psychology, female human body scale and visual perception, and through the author's field investigation, analyze and summarize the characteristics and laws of female consumer psychology; second, This paper analyzes and studies the formal language of the display space of the exclusive store, and at the same time, gives an example to analyze the relevant cases, and further puts forward the theory related to the display design of the brand store. Thirdly, it analyzes the application of female consumer psychology in the display elements of specialty stores, and summarizes the characteristics and principles of women's consumption psychology in the display design of specialty stores by combining theory with practice. In order to expect the brand clothing store display design practice the rational use of female consumer psychology theory. At the end of the paper, the author gives an example of the actual project that the author participated in the design during the practice period, and analyzes the related contents of female consumer psychology. In view of the above analysis and research, this paper attempts to test the laws and characteristics of women's consumption psychology through the combination of theoretical discussion and practical application, in order to play a certain reference and reference role in the display and design of brand clothing stores in the future.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F713.55
本文编号：2122124
[Abstract]:With the transformation of China's economy, specialty stores, as the main place of retail sales, play an important role in the development of business. With the continuous improvement of the quality of life, people's consumption psychology and shopping behavior have new demands, and the psychological feeling brought by the display of specialty stores has been paid more and more attention. In view of the arrival of "her Century", we can accurately understand the female consumer psychology and study the display design of the brand clothing store according to this characteristic. The purpose is to create a relaxed, pleasant and comfortable commercial display environment for the female consumers. Leading women to spend rationally. The concept of female consumption psychology is introduced into the display design of specialty stores, and it is of both theoretical and practical significance to construct a brand store display environment which integrates consumption and leisure. Starting from the basic concept of female consumer psychology and based on the relevant theories, this paper applies the scientific theory of female consumer psychology to the display design practice of specialty stores, and studies the combination of theory and practice. How to create the space environment to satisfy the female consumption psychology. The main contents of this paper are as follows: first, the thesis will analyze and study the female consumer psychology, female human body scale and visual perception, and through the author's field investigation, analyze and summarize the characteristics and laws of female consumer psychology; second, This paper analyzes and studies the formal language of the display space of the exclusive store, and at the same time, gives an example to analyze the relevant cases, and further puts forward the theory related to the display design of the brand store. Thirdly, it analyzes the application of female consumer psychology in the display elements of specialty stores, and summarizes the characteristics and principles of women's consumption psychology in the display design of specialty stores by combining theory with practice. In order to expect the brand clothing store display design practice the rational use of female consumer psychology theory. At the end of the paper, the author gives an example of the actual project that the author participated in the design during the practice period, and analyzes the related contents of female consumer psychology. In view of the above analysis and research, this paper attempts to test the laws and characteristics of women's consumption psychology through the combination of theoretical discussion and practical application, in order to play a certain reference and reference role in the display and design of brand clothing stores in the future.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F713.55
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，本文编号：2122124
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