基于生活方式的视觉营销模式对服装卖场终端的影响研究
发布时间：2019-05-26 18:38
【摘要】：随着中国人均GDP不断增长，精品消费的热潮在国内的服装市场上掀起，消费者的服装消费购买行为将不仅是满足其最基本的安全需求，而是向更高的精神需求自我满足需求方面发展特别是新媒体时代的盛起，新一批消费者跨入新富的行列，将越来越迫切的需要能反映自身时尚品味和社会地位的服装，而这种需求也将成就一批抓住了该阶层需求的服装品牌现阶段而言，视觉营销在国内服装企业的理论性研究成果并不明确，在具体的实践运用中，视觉营销与店铺陈列之间被画上了等号大部分的服装企业在制定品牌的视觉营销策略中，很难做到全面的理解和长远的规划本论文对服装企业基于生活方式的视觉营销进行的研究实践就是建立在此背景之下的 首先，，本研究对于视觉营销的理论和生活方式的理论进行了阐述，从当前服装品牌通常的传统视觉营销方式入手，总结了当下市场上服装品牌视觉营销的现状及不足然后，针对这些不足，根据视觉营销的理论，提出了一种基于生活方式的视觉营销概念，并详细阐述了基于生活方式与视觉营销模式下的终端陈列具体操作方法在此过程中，对将生活方式运用于视觉营销中的服装品牌进行案例分析最后，在对品牌IENIN进行具体视觉营销策略分析与实践中，笔者概括了法式浪漫主义的生活方式元素，并将其提取出具象的陈列道具及展具，通过对品牌目标消费群体的研究分析，将其具体应用于该品牌的终端陈列及橱窗的设计运用当中本论文的研究思路，也希望可以给国内的服装品牌在具体的视觉营销方案策划与实践中提供参考性意见
[Abstract]:With the continuous growth of per capita GDP in China, the upsurge of boutique consumption has set off in the domestic clothing market. Consumers' clothing consumption and purchase behavior will not only meet their most basic safety needs. But to the higher spiritual demand to meet the needs of the development, especially in the era of new media, a new group of consumers into the ranks of the new rich, will become more and more urgent need to reflect their own fashion taste and social status of clothing. And this kind of demand will also achieve a group of clothing brands that grasp the needs of this class at this stage, the theoretical research results of visual marketing in domestic garment enterprises are not clear, in the specific practical application, There is an equal number between visual marketing and store display. Most clothing enterprises are working out brand visual marketing strategies. It is difficult to achieve a comprehensive understanding and long-term planning. The research practice of this paper on the visual marketing based on lifestyle in clothing enterprises is based on this background. This study expounds the theory of visual marketing and the theory of lifestyle, starts with the traditional visual marketing mode of clothing brand at present, summarizes the present situation and shortcomings of visual marketing of clothing brand in the current market, and then, In view of these shortcomings, according to the theory of visual marketing, this paper puts forward a concept of visual marketing based on lifestyle, and expounds in detail the concrete operation method of terminal display based on lifestyle and visual marketing mode in this process. This paper makes a case study of clothing brand which applies lifestyle to visual marketing. Finally, in the analysis and practice of specific visual marketing strategy of brand IENIN, the author summarizes the lifestyle elements of French romanticism. And extract the concrete display props and exhibits, through the research and analysis of the brand target consumer group, the specific application of the brand terminal display and window design and application of the research ideas of this paper, It is also hoped that it can provide reference suggestions for domestic clothing brands in the planning and practice of specific visual marketing schemes.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274
本文编号：2485533
[Abstract]:With the continuous growth of per capita GDP in China, the upsurge of boutique consumption has set off in the domestic clothing market. Consumers' clothing consumption and purchase behavior will not only meet their most basic safety needs. But to the higher spiritual demand to meet the needs of the development, especially in the era of new media, a new group of consumers into the ranks of the new rich, will become more and more urgent need to reflect their own fashion taste and social status of clothing. And this kind of demand will also achieve a group of clothing brands that grasp the needs of this class at this stage, the theoretical research results of visual marketing in domestic garment enterprises are not clear, in the specific practical application, There is an equal number between visual marketing and store display. Most clothing enterprises are working out brand visual marketing strategies. It is difficult to achieve a comprehensive understanding and long-term planning. The research practice of this paper on the visual marketing based on lifestyle in clothing enterprises is based on this background. This study expounds the theory of visual marketing and the theory of lifestyle, starts with the traditional visual marketing mode of clothing brand at present, summarizes the present situation and shortcomings of visual marketing of clothing brand in the current market, and then, In view of these shortcomings, according to the theory of visual marketing, this paper puts forward a concept of visual marketing based on lifestyle, and expounds in detail the concrete operation method of terminal display based on lifestyle and visual marketing mode in this process. This paper makes a case study of clothing brand which applies lifestyle to visual marketing. Finally, in the analysis and practice of specific visual marketing strategy of brand IENIN, the author summarizes the lifestyle elements of French romanticism. And extract the concrete display props and exhibits, through the research and analysis of the brand target consumer group, the specific application of the brand terminal display and window design and application of the research ideas of this paper, It is also hoped that it can provide reference suggestions for domestic clothing brands in the planning and practice of specific visual marketing schemes.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274
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本文编号：2485533
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