泉州运动品牌成功案例的设计与运作研究

发布时间：2018-05-13 03:14

本文选题：泉州运动品牌 + 服装设计　；参考：《东华大学》2013年硕士论文

【摘要】：泉州运动品牌作为闽派服装的一个重要分支,自20世纪90年代起步,不断蓬勃发展,其惊人的发展速度引起国内各界学者的关注与研究,但目前多数该类研究大多仅局限于对其营销策略的探究,而忽略了其品牌其他方面的作为。营销虽然作为品牌运作的重要一部分,却无法涵盖品牌的所有活动,成功的品牌需要结合设计与运作,二者相辅相成,才能保证品牌持续、稳定地成长与发展。本论文理论结合实际展开研究,采用文献研究法、调查法、个案研究法、材料研究法、交叉研究法、实证分析法等研究方法,选取泉州运动品牌中的典型案例——安踏、361°、匹克作为研究对象,进行实地调研(包括公司内部调研及门店调研)、问卷调查、网络资料收集整理、数据整理统计。服装设计与运作关系密切,若将二者分开研究,将存在较大的局限性,结论易片面,因此本研究以服装设计研究为核心,并分析泉州运动品牌成功案例的相关运作模式,全面、客观地深入研究泉州运动品牌成功案例的成功之道及发展瓶颈环节。本研究采用实证分析,建立产品销售额与广告及宣传成本、员工成本、设计研发成本之间的回归模型,利用SPSS软件分析三种投入的有效性,回归结果方程分析表明设计研发的投入对产品营业额所起的作用最大,进而验证了设计的重要意义。并较为深刻地研究了泉州运动品牌的现状以及运动品牌消费行为特征及趋势。重点研究泉州运动品牌成功案例的服装设计,包括其商品组合、服装设计、服装性能质量,重点分析了其服装的款式、面料、色彩以及设计元素,总结其规律,并指出其不足之处。由于设计与运作密不可分的特殊关系,服装设计需要相应的品牌运作作为支撑与指导,因此,本研究同时对成功案例品牌的相关品牌运作作必要的辅助分析研究,包括它们在CIS建设、生产控制、营销策略、销售网络这些方面的异同,优劣等。在以上研究的基础上,建立适合泉州运动品牌的运作模型及设计模型,并提供可行的相关设计方案,具有一定的理论指导意义及实际应用意义。
[Abstract]:As an important branch of Fujian clothing, Quanzhou sports brand has been developing rapidly since the 1990s, and its amazing development rate has attracted the attention and research of scholars from all walks of life in China. However, most of these studies are limited to the research of its marketing strategy, while ignoring the other aspects of its brand. Although marketing is an important part of brand operation, it can not cover all activities of brand. Successful brand needs to combine design and operation, and the two can complement each other in order to ensure the sustained and stable growth and development of brand. This paper combines the theory with the practice to carry out the research, adopts the literature research method, the investigation method, the case study method, the material research method, the cross research method, the empirical analysis method and so on. This paper selects Anta 361 掳, a typical case of Quanzhou sports brand, as the research object, carries on the field investigation (including the company internal investigation and the store investigation, the questionnaire survey, the network data collection and collation, the data arrangement statistics. Clothing design and operation are closely related. If the two are studied separately, there will be great limitations, and the conclusion is easy to be one-sided. Therefore, this study takes the clothing design research as the core, and analyzes the relevant operation mode of Quanzhou sports brand success case. Objective to study the success of Quanzhou sports brand and the bottleneck of development. This study uses empirical analysis to establish a regression model between product sales and advertising costs, staff costs, design and development costs, and uses SPSS software to analyze the effectiveness of the three inputs. The analysis of regression result equation shows that the investment of design and development plays the most important role in product turnover, and the significance of design is verified. It also deeply studies the current situation of Quanzhou sports brand and the characteristics and trends of sports brand consumption behavior. This paper focuses on the clothing design of Quanzhou sports brand, including its commodity combination, clothing design, clothing performance and quality, analyzes the style, fabric, color and design elements of its clothing, and summarizes its rules. And pointed out its shortcomings. Because of the special relationship between design and operation, the clothing design needs the corresponding brand operation as the support and guidance. Including their CIS construction, production control, marketing strategy, sales network and so on similarities and differences, advantages and disadvantages. On the basis of the above research, the operation model and design model suitable for Quanzhou sports brand are established, and the relevant design schemes are provided, which have certain theoretical guiding significance and practical application significance.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.86;F273.2

【参考文献】