品牌女鞋陈列要素分析与设计研究

发布时间：2018-06-19 12:01

本文选题：品牌女鞋 + 形象　；参考：《陕西科技大学》2012年硕士论文

【摘要】：在品牌女鞋的终端卖场中，成功的鞋靴陈列会成为鞋品最形象、最优秀的推销员；是演示销售对象最真实、最直观的广告；是沟通消费者与经营者最有效、最便利的桥梁。研究品牌女鞋陈列的目的不仅只是研究如何展示鞋品本身，，更重要的是如何用最恰当的陈列方式把鞋类企业的品牌文化、品牌风格、品牌定位、设计理念传递给广大消费者，进而成功的完成终端的销售环节，实现女鞋品牌的产品价值。本文通过对国内外相关著作进行翻阅并整理分析，在学习和思考过的程中借鉴已有的对品牌女鞋陈列设计研究有关理论，结合以往积累的个人经验，参考相关学科的研究成果与方法，结合人体工程学、艺术设计学、市场营销学、技术美学、服装心理学等理论知识，对我国品牌女鞋在终端卖场陈列所涉及的外立面、门头、展示橱窗、图片广告、促销信息、展示台、进出口、通道、展架、试鞋区、收银台、色彩与灯光的搭配、受众心理等各要素，进行深入的调研分析，综合分析结果与陈列设计案例总结出品牌女鞋陈列的基础方法、卖场内部的整体陈列方法、橱窗设计表现技法、道具设计方法、照明色彩搭配的设计方法。其中，品牌女鞋陈列的基础方法包括：科学分类法、经常更换法、有序循环法、联动促销法、鞋柜组合法、使用模特法、装饰衬托法、效果氛围法、巧用通道法并结合实际案列进行探究；品牌女鞋卖场内部的整体陈列主要是根据设定的主题进行陈列、渲染意境陈列法、关联配饰陈列、烘托主题陈列、卖场内部的主色调陈列、场景陈列、重点陈列等；品牌女鞋终端卖场橱窗陈列设计包括烘托主题陈列、重点突出陈列法、女鞋设计季节的主体性陈列、与其他服饰配件组合陈列、设计理念陈列、个性化陈列；在女鞋道具陈列设计上可根据季节、场景进行设计；在照明方面要根据舒适、吸引顾客、真实显色原则、层次分明、与品牌风格吻合等原则进行设计；在陈列色彩设计上依据色彩的原理及特性，结合女鞋陈列的相关要素，陈列在色彩上可通过渐变、间隔、彩虹这三种方法进行设计。
[Abstract]:In the terminal store of brand women's shoes, the successful shoe and boot display will become the most vivid and excellent salesman of shoes; it is the most real and intuitive advertisement to demonstrate the sale object; it is the most effective and convenient bridge between consumer and operator. The purpose of studying the display of brand women's shoes is not only to study how to display the shoe products themselves, but also how to transfer the brand culture, brand style, brand positioning and design concept of the shoe enterprises to the general consumers with the most appropriate display way. And then the successful completion of the terminal sales links, to achieve the value of women's shoes brand products. Through reading and analyzing the related works at home and abroad, this paper draws lessons from the existing theories on the display design of brand women's shoes in the course of studying and pondering, combining with the personal experience accumulated in the past. Referring to the research results and methods of related disciplines, combining with the theoretical knowledge of ergonomics, art design, marketing, technology aesthetics, clothing psychology, etc., this paper deals with the facade and door head of the display of the brand women's shoes in the terminal stores in our country. Display window, picture advertisement, promotion information, display table, import and export, passageway, exhibition frame, shoe test area, cash register, collocation of color and light, audience psychology and so on, carry on the thorough investigation and analysis, Comprehensive analysis results and display design cases summed up the basic methods of brand women's shoes display, the overall display method in the store, window design performance techniques, props design method, lighting color matching design method. Among them, the basic methods of brand women's shoes display include: scientific classification, regular replacement method, orderly circulation method, linkage promotion method, shoe cabinet combination method, use of model method, decorative foil method, effect atmosphere method, The whole display inside the brand women's shoes store is mainly displayed according to the set theme, rendering the artistic conception display method, associating the accessories display, setting up the theme display, The main tone display, scene display, key display and so on; the display design of brand women's shoes terminal shop window includes setting off the theme display, emphasizing the display method, the main body display of the women's shoe design season, Combined with other clothing accessories display, design concept display, personalized display; in women's shoes and props display design can be based on season, scene design; lighting should be based on comfort, attract customers, true color principles, layers, According to the principle of color design, combining with the relevant elements of women's shoes display, the display can be designed by means of gradual change, interval and rainbow.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：TS942.8

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