关于国内服装品牌在视觉营销中存在问题的研究

发布时间：2018-02-21 02:18

本文关键词： 视觉营销陈列设计品牌服装文化趋势　出处：《福建师范大学》2007年硕士论文　论文类型：学位论文

【摘要】： 本文从国内服装业现状出发，分析了中国服装品牌在20年的品牌发展过程中无法成长为国际品牌的原因。虽然各方面的因素很多，，但对终端视觉营销体系的忽视无疑是其中的重要因素之一。进入品牌竞争年代的服装业，在终端卖场的舞台上，服装产品已经不能仅凭物美价廉与广告宣传来获得商业上的胜利。在整合营销的思维下，由产品、品牌文化、营销策略等各种元素组成了一个全方位的终端推广系统，而在这个系统中，视觉营销体系因为整合了产品、品牌文化、视觉推广等诸多要素，已经越来越显示出它的重要地位。本文首先论述了本课题研究的动机、目的和意义，介绍了视觉营销的概念、起源、作用与研究范围，并从国际、国内的视觉营销现状入手，分析了国际著名服装品牌的视觉营销趋势。其次通过与国内服装品牌在视觉营销方面的现状对比，发现了国内品牌在视觉营销方面存在着诸多问题，特别需要指出的是在视觉营销的重要组成部分---卖场陈列中存在的问题。而这些问题正是影响我国服装品牌向世界名牌迈进的重要瓶颈，这些问题也是自1996年开始，我国政府导向的创世界名牌工程中被忽略了的重要环节。2006年的中国国际服装博览会上，与会的服装行业的老总们也已意识到此问题，在业界已在探讨、摸索解决陈列设计方面问题的方法。第三部分通过了与国际视觉营销趋势的对比分析，提出了国内品牌在视觉营销方面存在的九个问题。第四部分提出了解决问题的一些个人建议。
[Abstract]:Based on the present situation of domestic garment industry, this paper analyzes the reasons why Chinese clothing brands cannot grow into international brands in the 20 years of brand development. But the neglect of the terminal visual marketing system is undoubtedly one of the important factors. In the era of brand competition, the clothing industry, on the stage of the terminal store, Clothing products can no longer achieve commercial success only on the basis of good quality and cheap price and advertising. Under the thinking of integrated marketing, a comprehensive terminal promotion system is made up of products, brand culture, marketing strategies and other elements. In this system, the visual marketing system has become more and more important because of the integration of many elements, such as product, brand culture, visual promotion and so on. Firstly, this paper discusses the motivation, purpose and significance of this research, introduces the concept, origin, function and research scope of visual marketing, and starts with the present situation of visual marketing at home and abroad. This paper analyzes the visual marketing trend of international famous clothing brands. Secondly, by comparing with the present situation of domestic clothing brands in visual marketing, we find that there are many problems in the visual marketing of domestic brands. It should be pointed out in particular that there are problems in the display of stores, an important component of visual marketing, and these problems are the important bottlenecks that affect our clothing brands to move towards world famous brands, and these problems have also been since 1996. In 2006, at the China International Garment Fair, the chief executives of the clothing industry were also aware of the problem and were already discussing it in the industry. The third part through the comparative analysis with the international visual marketing trend, This paper puts forward nine problems in visual marketing of domestic brands. Part 4th puts forward some personal suggestions to solve the problems.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J523.5

【引证文献】