商务休闲男装品牌特征化视觉元素的设计研究

发布时间：2018-03-02 00:27

本文关键词： 商务休闲男装特征化视觉元素设计　出处：《东华大学》2010年硕士论文　论文类型：学位论文

【摘要】：自2008年金融危机后国际国内需求发生了重大变化,整个服装行业都从不同层面对未来发展之路进行深入的研究和理性的规划。中国男装产业发展也发生了巨大的转折,不少男装品牌逐步由加工业状态转变为争创强势品牌的发展阶段。企业在未来的发展过程中,需要不断提高拥有市场导向作用的产品的设计研发能力,努力朝着建设有国际市场影响力的品牌道路迈进。文章首先论述了本课题研究的动机、目的和意义,介绍了品牌特征化视觉元素以及品牌形象建设的相关概念、起源、作用与研究范围。然后具体分析特征化视觉元素的相关概念,根据合理的市场细分方法,将商务休闲男装分为办公室商务休闲、出差旅行商务休闲、户外运动商务休闲和居家假日商务休闲四个大类,并从国际、国内的优秀商务休闲品牌入手,分析了国际著名服装品牌的特征化视觉元素系统的应用特点和优势。第四部分通过了对特征化视觉元素的设计方法进行了系统的研究,探讨了基于品牌风格的商务休闲男装视觉系统建设的具体流程,包括元素的提炼、元素的设计、元素的组合、元素与产品的组合设计、元素组合与产品的设计等,分析了特征化视觉元素如何体现在品牌的产品设计中。第五部分以国外成功品牌为案例,具体分析其视觉系统和品牌形象建设的成功之处。第六部分通过对国内商务休闲品牌同质化现象这一问题的原因进行了深入的研究,比较分析国内品牌在形象建设方面存在的诸多问题,特别需要指出的是在服装的视觉系统建设中存在的问题。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。目前国内不少企业也意识到此问题的存在,并且在业界已在探讨、摸索解决品牌视觉系统方面问题的方法。最后一部分提出了解决问题的一些个人建议。面对市场的激烈竞争,企业已经不能仅凭物美价廉的产品与简单的广告宣传来获得消费者的青睐和品牌经营上的成功。企业势必需要在众多的品牌中突出自身品牌的个性和风格,才能有更好的发展空间。品牌形象建设是一个由品牌文化、品牌产品、营销策略等多种因素组成了一个全面、系统、规范的视觉推广系统,而在这个系统中,品牌特征化视觉元素是整合品牌文化、品牌产品、视觉推广等诸多要素的载体。因而,特征化视觉系统在品牌形象建设中已经越来越显示出它的重要地位。
[Abstract]:Since the financial crisis in 2008, the international and domestic demand has changed greatly, and the whole clothing industry has carried out deep research and rational planning on the way of future development from different levels. The development of China's men's wear industry has also undergone a huge turning point. Many men's wear brands have gradually changed from a processing industry state to a development stage of creating a strong brand. In the future development process, enterprises need to continuously improve the design and R & D capabilities of products with market guiding role. Strive to build a brand with international market influence. This paper first discusses the motivation, purpose and significance of this research, introduces the visual elements of brand characteristics and the concept and origin of brand image construction. Function and research scope. Then specific analysis of the characteristics of visual elements of the relevant concepts, according to the reasonable market segmentation method, business leisure men's clothing is divided into office business leisure, business travel, business leisure, travel, travel, business and leisure, Four categories of outdoor sports business leisure and home holiday business leisure, and starting with the international and domestic excellent business and leisure brands, The application characteristics and advantages of the characteristic visual element system of the international famous clothing brand are analyzed. In 4th, the design method of the characteristic visual element is studied systematically. This paper discusses the construction process of business and leisure men's wear visual system based on brand style, including the extraction of elements, the design of elements, the combination of elements, the combination of elements and products, the combination of elements and products, etc. This paper analyzes how the characteristic visual elements are embodied in the product design of the brand. Part 5th takes the successful foreign brands as an example. The article analyzes the success of its visual system and brand image construction. 6th part through the domestic business and leisure brand homogenization phenomenon of the causes of in-depth research, A comparative analysis of the domestic brand in the image of many problems, It is especially important to point out the problems existing in the construction of the visual system of clothing. These problems are the important bottlenecks that affect our clothing brands to move towards the world famous brands. At present, many domestic enterprises are also aware of the existence of this problem. And in the industry has been exploring how to solve the problem of brand vision system. Finally, some personal suggestions are put forward to solve the problem. In the face of fierce competition in the market, Enterprises can not only rely on inexpensive products and simple advertising to get the favor of consumers and the success of brand management. Enterprises are bound to need to highlight their own brand personality and style in a large number of brands. Brand image construction is a comprehensive, systematic and standardized visual extension system composed of brand culture, brand products, marketing strategies, etc. Brand characteristic visual element is the carrier of integrating brand culture, brand product, visual promotion and so on. Therefore, the characteristic visual system has more and more important position in the brand image construction.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F426.86

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