当代都市空间的服装品牌景观初探
发布时间：2018-11-18 18:43
【摘要】：本文基于当代都市空间的环境，尝试对服装品牌景观与都市空间的关系进行探讨。文化与经济的全球性整合促使在都市空间的品牌景观呈现出全球化特征。而其中,服装品牌在塑造全球文化的过程中扮演着重要角色，并且明确表述出人们的期待和希望。服装品牌景观不再是单一的功能空间，它们不仅需要结合形式与功能完美地结合起来。而且强调满足品牌发展策略为前提，以提供消费者新的体验价值。 本文首先讨论的是服装品牌景观所处的都市空间的属性包含社会性，商业性与艺术性三者的关联性问题，在这些因素的合力之下使品牌在构建景观的同时将它们与品牌自我个性混合在一起，成为一种新的都市风景；其次，服装品牌将都市空间的主要组成部分建筑外壳作为品牌产品的一部分，它们通过优化内部陈列空间分配功能空间，以达到销售的最终目的；再次，服装品牌景观成为品牌发展的策略手段，这些策略作为都市空间改造与更新的催化剂产生了更多元化的品牌景观，伴随而来的品牌景观的同质化问题也逐渐影响消费者感知品牌与品牌之间区别。基于以上内容的研究，服装品牌景观通过它在都市空间的话语权引导我们日常的生活空间以界定我们的生活方式，已然成为了都市空间的规划者。总之，服装品牌关注创造一个有意义和持久的身份，顺应公众和地方的特殊性，使品牌景观的外观和内部文化达成一致的问题。
[Abstract]:Based on the environment of contemporary urban space, this paper attempts to explore the relationship between clothing brand landscape and urban space. The global integration of culture and economy promotes the globalization of the brand landscape in urban space. Among them, clothing brand plays an important role in shaping global culture, and clearly expresses people's expectation and hope. Clothing brand landscape is no longer a single functional space, they not only need to combine form and function perfectly. And emphasizes the satisfaction brand development strategy as the premise, in order to provide the consumer new experience value. This paper first discusses the nature of urban space in which the clothing brand landscape is located, including the relationship among sociality, commerce and artistry. Under the combined force of these factors, the brand in the construction of landscape and brand self-personality mix together, become a new urban landscape; Secondly, clothing brands take the main part of urban space as a part of brand products, they optimize the internal display space allocation function space, in order to achieve the ultimate purpose of sales; Thirdly, clothing brand landscape has become the strategic means of brand development, and these strategies have produced more diversified brand landscape as the catalyst of urban space transformation and renewal. The concomitant homogenization of brand landscape gradually influences the difference between brand and brand. Based on the above research, clothing brand landscape has become a planner of urban space through its voice in urban space to guide our daily living space to define our way of life. In short, clothing brands pay attention to creating a meaningful and lasting identity, conform to the particularity of the public and local, and make the brand landscape appearance and internal culture agree.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TU984.13
本文编号：2340841
[Abstract]:Based on the environment of contemporary urban space, this paper attempts to explore the relationship between clothing brand landscape and urban space. The global integration of culture and economy promotes the globalization of the brand landscape in urban space. Among them, clothing brand plays an important role in shaping global culture, and clearly expresses people's expectation and hope. Clothing brand landscape is no longer a single functional space, they not only need to combine form and function perfectly. And emphasizes the satisfaction brand development strategy as the premise, in order to provide the consumer new experience value. This paper first discusses the nature of urban space in which the clothing brand landscape is located, including the relationship among sociality, commerce and artistry. Under the combined force of these factors, the brand in the construction of landscape and brand self-personality mix together, become a new urban landscape; Secondly, clothing brands take the main part of urban space as a part of brand products, they optimize the internal display space allocation function space, in order to achieve the ultimate purpose of sales; Thirdly, clothing brand landscape has become the strategic means of brand development, and these strategies have produced more diversified brand landscape as the catalyst of urban space transformation and renewal. The concomitant homogenization of brand landscape gradually influences the difference between brand and brand. Based on the above research, clothing brand landscape has become a planner of urban space through its voice in urban space to guide our daily living space to define our way of life. In short, clothing brands pay attention to creating a meaningful and lasting identity, conform to the particularity of the public and local, and make the brand landscape appearance and internal culture agree.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TU984.13
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