Feasible Research on ‘Textile · Garment'' Supply and Demand Interaction and Optimization Model

After China entries WTO, China's ‘ textile · garment'industry will confront the difficulties of growth and development. From the view of supply and demand interaction which is common in the social economy, this article analyzes the economic construction and character of China's ‘ textile · garment' industry, represented by Shanghai,Research shows that industrial construction backwardness hinders China's ‘ textile· garment' industry development, which features four bottlenecks in supply and demand interaction in ‘ textile· garment' industry.The key of optimizing the construction and quality of supply and denand interaction in ‘textile· garment'industry is to adjust industrial construction, break the bottlenecks, establish Shanghai as international fashion center, open middle and small size textile processing area with several levels, attach importance to scientific and technology creation and development combined with production, learning and research, and take part in domestic and international maket competition by high added value product, technology and marketing network.     

韩国星都集团TOMSTORY品牌定位研究和企划解析

服装企业竞争的核心是品牌营销。品牌定位精准与否直接影响其经营质量。研究和解析国际成熟服装企业的品牌定位和企划方案,有助于国内服装企业的品牌建设和再造。这里以韩国星都集团为个案,多角度分析和探讨旗下新创品牌TOMSTORY的定位和企划合理内核,汲取和总结值得国内服装企业学习和借鉴的重要思想和运作步骤。品牌TOMSTORY的核心技术是通过设立目标消费、品牌理念、品牌关键词、产品包装设计、示范店铺、反映历史与现实着装图片解读、各种常规卖场虚拟设计和推广计划等内容,全方住向其品牌的目标合作伙伴和消费群体传达其独特的强势品牌个性和内涵,有效地增强新创品牌的竞争能力。     

基于消费者认知的服装品牌名称评估体系的构建与个案实证研究

基于消费者认知,结合感性工学之感觉量化法及投射心理学实验对服装品牌名称进行评估研究,通过设计实验方案、筛选实验材料及语意形容词组、设计实验界面与过程,对消费者进行了认知实验及数据分析,构建了服装品牌名称评估体系,并选取了拜丽德休闲服装品牌进行了个案实证研究.     

上海服装市场零售卖场演变规律研究

零售卖场是服装营销管理的核心内容之一。上海作为中国最重要服装市场，其卖场演变对国内服装业的影响举足轻重。从卖场三大空间理论出发，研究并探讨上海服装零售卖声类型、转型规律及相关因素，分析卖场质量与品牌定位的一致性等问题，得出五大基本结论：卖场类型演变同步于服装市场发展；卖场发展速度客观上受到区域经济；提升服装品牌营销水平的有效手段是以改善卖场整体质量为前提；卖场模式是反映服装品牌竞争能力的指标；国内服装卖场与国际重要地区的服装卖场仍存在着明显的差距。     

中国传统服饰色名的意象

中国传统服饰色名有着极其丰富的内容,也是一份宝贵的遗产。研究和应用中国传统服饰色名不仅具有理论意义,而且富有功利价值。在总结以往中国传统服饰色名研究的基础上,本文选择意象这一角度来考察和分析中国传统服饰色名。在现代符号学理论的指导下,文章着重探讨了色彩、色名和意象三者之间的关系,提出了中国传统服饰色名的意象特征和类型,分析了中国传统服饰色名在现代流行色发布和推广中的作用。     

国内主要服装零售市场商务休闲男装品牌比价体系研究

选择商务休闲男装品牌作为研究对象，基于国内主要服装零售市场实地调研资料与统计分析，得出商务休闲男装品牌的比价体系，并经产品成本和案例品牌的实证研究，该比价体系一方面丰富了服装营销理论，另一方面对商务休闲男装品牌的价格制定提供指导。     

服装卖场智能设计系统的开发研究

卖场设计是服装品牌战略实施的节点，对于服装卖场设计人员来说，迫切需要一种简便易行的设计系统，以帮助其进行卖场布置。在了解服装卖场设计实际运作流程及市场需求、分析比较各类室内设计软件的基础上，这里提出了服装卖场智能设计的新概念，完成了服装卖场智能设计软件的建模和框架设计。     

Research on Development Rule of Retail Store in China's Fashion Market

Retail store is one of key contents of fashion marketing management. From the point of theory of three spaces in store, Shanghai - China's most important fashion retailing market, is taken as a research sample. Store types, transform rule and relative factors of China's fashion retailing market are discussed. Some problems, such as agreement of store quality and brand target, are analyzed. Finally, five basic conclusions are drawn: first, development of store has been simultaneous with the development of fashion retailing market; second, development speed of store is restrained by region economy objectively; third, the effective means of upgrading marketing level of fashion brand presupposes improving the whole quality of store; fourth, the model of store is index reflecting competitive ability of fashion brand; fifth, there is obvious difference between domestic fashion store and that of international important area.     

One Functioning Pattern to Introduce International Matured Underwear Brands into China''''s Market

China's underwear market, concurrently with the transformation of China's fashion companies' structure performed in recent years, has attracted numerous underwear brands to share the large but limited market, especially after entering WTO. Confronting the sharp competition, how can the China's companies survive? The following study answers this urgent question by introducing one functioning pattern for international matured brands to spread in the China's market.     

Feasible Research on '''' Textile · Garment'''' Supply and Demand Interaction and Optimization Model

After China entries WTO, China's 'textile · garment' industry will confront the difficulties of growth and development. From the view of supply and demand interaction which is common in the social economy, this article analyzes the economic construction and character of China's ' textile·garment' industry, represented by Shanghai. Research shows that industrial construction backwardness hinders China's 'textile·garment' industry development, which features four bottlenecks in supply and demand interaction in ' textile·garment' industry. The key of optimizing the construction and quality of supply and demand interaction in ' textile·garment' industry is to adjust industrial construction, break the bottlenecks, establish Shanghai as international fashion center, open middle and small size textile processing area with several levels, attach importance to scientific and technology creation and development combined with production, learning and research, and take part hi domestic and international marke