浅析体验经济环境下服装品牌的体验设计方法

发布时间：2017-12-31 07:14

本文关键词：浅析体验经济环境下服装品牌的体验设计方法　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的快速发展,中国的社会结构发生了巨大的变化,体验经济以一种新的经济形态慢慢的渗透到人们的生活中,伴随着体验经济时代的到来,人们的消费行为模式势必会随着经济提供物的改变而改变,而营销方式也会发生变化,从传统营销转向体验营销——是一种以关注顾客体验为核心的营销方式。经济形态的显著变化带来了品牌服装消费的升级,越来越强调消费者个性化、感性化的品牌体验,品牌只有抓住消费者的“心”,才能有市场,才能有发展;现阶段消费者需要的不仅仅是产品,而是更看重购买过程的愉悦,因此发展品牌体验设计的方法和理念被广大服装品牌所重视,在体验经济时代,企业是体验策划者,不再是简单的提供商品或服务,而是提供一种最终的体验。本文首先对国内外文献做了大量的研究,从体验经济的角度出发,对体验经济和体验营销进行较为准确的定义,阐述品牌进行体验设计的理念和原则;进一步对体验设计的概念和内涵进行了界定和阐述,并且在此基础上阐明了服装品牌体验设计理念,对服装品牌的体验设计要素做出了具体的分类,分为物质要素、行为要素和心里要素三种,并通过相应案例分析,阐述体验设计在服装品牌中的运用规律,然后针对北京地区消费者的消费行为进行市场调研,通过问卷调查来研究现阶段消费者的消费行为和心理要素,分析消费者的体验需求;研究和总结服装品牌体验设计的方法,并对如何实施体验设计方法进行了详细的阐述,并且在理论的基础上以MUJI品牌为案例进行一个模拟体验设计实践,建立一个虚拟的体验设计区域,从而为企业进行品牌体验操作提供新的建议和方法。
[Abstract]:With the rapid development of economy, great changes have taken place in the social structure of China. Experience economy has gradually penetrated into people's life with a new economic form, accompanied by the arrival of the era of experience economy. People's consumption behavior pattern will change with the change of economic supply, and the marketing mode will also change. From traditional marketing to experiential marketing, it is a kind of marketing mode with the focus on customer experience. The remarkable change of economic form has brought about the upgrading of brand clothing consumption, and more and more emphasis has been placed on consumers' individuation. The perceptual brand experience, the brand only grasps the consumer's "heart", can have the market, can have the development; At this stage, consumers need not only products, but also the pleasure of the purchase process. Therefore, the method and concept of developing brand experience design have been attached importance to by the majority of clothing brands, in the era of experience economy. Enterprises are experience planners, not simply to provide goods or services, but to provide a final experience. Firstly, this paper has done a lot of research on domestic and foreign literature, from the perspective of experience economy. To experience economy and experience marketing to carry on the more accurate definition, elaborated the brand to carry on the experience design the idea and the principle; Furthermore, the concept and connotation of experience design are defined and elaborated, and on this basis, the concept of clothing brand experience design is clarified, and the experience design elements of clothing brand are classified concretely. It is divided into three kinds: material factor, behavior factor and mental factor, and through the corresponding case analysis, expounds the experience design in the clothing brand application rule, then carries on the market investigation to the Beijing area consumer's consumption behavior. Through the questionnaire survey to study the consumer's consumption behavior and psychological elements at the present stage, analyzes the consumer's experience demand; Research and summarize the clothing brand experience design method, and how to implement the experience design method in detail, and on the basis of the theory of MUJI brand as a case for a simulation experience design practice. Establish a virtual experience design area to provide new suggestions and methods for brand experience operation.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.86;F274;TS941.2

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