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服装品牌建设中的视觉营销研究
时间:2011-02-26 浏览次数:1224次 无忧论文网
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设计艺术学
品牌视觉营销品牌视觉营销
    中国服装企业经过二十几年的发展,已经从单纯的产品生产加工,逐步过渡到品牌发展阶段,服装品牌建设取得了一定的成效。然而,由于国际品牌纷纷进驻中国,国内自创品牌亦如雨后春笋般出现,使得我国的服装市场竞争日益激烈。且随着社会文明的不断进步,人们消费理念也日趋成熟,人们消费心理已经从物质性消费向形象性、精神性、心理需求性消费转变。服装品牌的建设面临着新的挑战,为了迎合人们的消费心理,品牌活动的内容也将以传播品牌价值理念、文化品位、品牌风格个性、审美情趣等最终以提升品牌形象来增强品牌竞争力为核心。
    视觉是服装艺术的具体表现,视觉艺术是吸引消费者的第一要素。视觉营销倡导由策略性设计带来的营销力,强调通过企业VI设计、产品包装、媒体广告、销售终端设计等一些视觉效果来吸引消费者眼球,并起到促进消费购买的决定性作用,其根本目的在于争取目标顾客、扩大市场影响和突出品牌形象。作为以感性为特点的服装产品,非常需要运用科学有效的视觉营销来加强服装品牌与消费者的沟通,展示服装品牌文化,提升服装品牌形象,增强品牌竞争力。本文基于品牌与视觉营销的理论知识,通过对国内外知名服装品牌视觉营销策略的分析研究,结合国内现状,总结出服装品牌的视觉营销策略性知识点,以期为我国服装品牌形象建设、增强品牌竞争力提供借鉴意义。 [英文摘要]:     After more than twenty years’development, Chinese fashion enterprises have now gradually transited into brand construction from pute manufacture, and so far they have made some effect. However, due to the entering of foreign brands and the coming up of domestic brands, the whole fashion market is becoming more and more competitive. Moreover, with the increasingly maturation of consumption concept, consumers’now have been turning to pursue vividness、spirituality and demand, not still materiality. In order to meet consumers’need, brand activities should center upon broadcasting value idea、culture、style and aesthetic perception, then eventually increase brand image and brand competitiveness.  So, most fashion enterprises are now facing new challenge from brand construction.
    Visual design is the expression of fashion art, and the first key factor to attract consumers’attention. Visual merchandising emphasize on visual identity design、packaging、advertisement and selling terminal to create marketing power and motivate consumers’decisions, then expand influence and strengthen brand image . For those fashion products that characterized of perceptual, it is necessary to enhance brand effects among consumers, and better show brand culture, then improve brand popularity in this line. On the basis of the thesis of fashion brand and visual merchandising, this paper propose visual merchandising strategies for domestic fashion brand by analyzing and studying on famous garment brands home and abroad. These strategies have reference meaning to promote domestic fashion brand image and strengthen brand competitiveness.
         
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