论文编号:FZ009 论文字数:17007.页数:32
摘要：随着社会的进步，服装市场竞争日益加剧，企业面临着利润降低的巨大压力，产品的同质化现象日益严重，促使企业不得不重视培育品牌的竞争力。近几年，中国的服饰业已经开始认识到橱窗展示对服装终端销售的重要作用——通过橱窗展示这个无声的舞台，向消费者表述品牌文化，展示服饰的设计理念，使消费者产生共鸣，进而产生购买欲望。据统计表明，对于卖场终端，科学的运用视觉营销，可以在原有的基础上提高30%的销售额。
本文通过对国内外市场橱窗展示的发展现状的分析，结合各种文献等相关资料研究橱窗展示的要素，通过问卷调查发现顾客对于不同橱窗展示的心理反映，品牌感知以及对于购买欲望的影响。根据消费者的心理感受来制定终端卖场橱窗展示的规划。通过高水平高品位的橱窗展示，实现商品的视觉战略表现，以及让消费者能最大限度的通过橱窗中的展示来感知这个品牌，让品牌形象深入人心。
关键词：橱窗展示；服装消费者；品牌感知
Abstract：With the advancement of our society and increasingly competition in apparel market, enterprises are facing tremendous pressure to reduce profits. With the increasing homogenization of products, companies have to give emphasis on the brand‘s competitiveness. In recent years, China’s fashion industry has begun to recognize the importance of window display for sale terminals. Window display is being largely accepted as a marketing tool for attracting potential customers. According to the statistics, the survey conducted from the terminal stores, the use of visual science and marketing can be the basis of increasing original sales by 30%.
In this paper, a questionnaire survey, for different psychological reactions of consumers after looking at different display windows like the effects of desire for the purchase, along with the information of research elements to make efficient display window. According to the psychological experience of consumers, it is required to do planning and designing showcase. Through high-level and high-grade window display and visual merchandise strategy, the performance of brand perception as well as the brand image among the consumers can be maximized.
Keywords:window display; apparel consumer; brand perception
目 录
摘 要
Abstract
一 、引言1
二、橱窗展示的概念和橱窗展示对终端销售的重要影响2
(一)陈橱窗展示概述2
1、橱窗展示的概念和意义2
2、橱窗展示与品牌形象2
3、橱窗展示对于服装终端销售的影响3
(二)国内外橱窗展示的现状和发展趋势4
1、国外橱窗展示的现状4
2、国内橱窗展示的现状4
三、橱窗展示要素的综合分析5
(一)服装终端卖场中橱窗展示的基本原则5
(二)服装终端卖场中橱窗展示的形态构成6
1、样品的选择6
2、主题的确定6
3、材料和道具选用7
4、空间结构营造8
5、灯光造影8
6、色彩渲染9
7、形式与风格10
四、橱窗展示对服装消费者品牌感知的调研与分析11
(一)市场调研采取的研究方法11
(二)样本分布情况12
(三)调研结果的数据分析13
1、消费者的购物习惯13
2、橱窗展示的几大要素分析15
3、橱窗对于消费者在购物行为的影响20
4、消费者的品牌感知22
五 、结论23
致 谢24
参考文献25
附录一26
橱窗展示对服装消费者品牌感知的影响......