数字化定制化服装品牌要素与品牌演化  

Digitalization and customization fashion brand elements analysis and evolution

作　　者：刘丽娴[1,2,3] 郑巨欣[4] 许鸣迪 LIU Lixian ZHENG Juxin XU Mingdi(Post-doctoral Research Flow Station, China Academy of Art, Hangzhou, Zhejiang 310002, China School of Fashion Design ＆ Engineering, Zhejiang Sci-Tech University, Hangzhou, Zhejiang 310018, China Zhejiang Provincial Clothing Engineering Technology Research Center, Zhejiang Sci-Tech University, Hangzhou, Zhejiang, 310018, China School of Design, China Academy of Art, Hangzhou, Zhejiang 310002, China)

机构地区：[1]中国美术学院博士后科研流动站,浙江杭州310002 [2]浙江理工大学服装学院,浙江杭州310018 [3]浙江理工大学浙江省服装工程技术研究中心,浙江杭州310018 [4]中国美术学院设计艺术学院,浙江杭州310002

出　　处：《纺织学报》2016年第11期154-158,共5页Journal of Textile Research

基　　金：浙江省教育厅2015年课题资助项目(Y201534604);浙江省社会科学联合会研究课题资助项目(2015B077)

摘　　要：针对新常态与供给侧背景下服装品牌利用数字化手段迎合消费者定制化需求,在品牌演化过程中遇到的问题,在完成100份问卷调查,然后进行业内专家深度访谈,焦点小组调研的基础上,构建了涵括4个二级指标和18个三级指标的品牌数字化定制化评价体系。通过2次问卷收集的数据分析,划分数字化定制化品牌的核心、次核心、外围要素层,最终构建出涵括目标层、策略层、战略层、基座层4个层次的数字与定制化品牌模型,使服装品牌能够更准确地识别消费需求及变化,迎合消费者的客制与数字化需求,并通过结合数字与定制化品牌模型的对应分析、区位组合与流程分析,探讨了实现服装品牌演化的路径。New normal and supply side change accompany with several problems, especially when brand utilizws digitalization tool and customization concept to realize brand evolution. By 100 pre-test questionnaires, deeply talking and focus on group survey, an evaluation system on brand digiatlization and customization containing 4 secondary indexes and 18 third level indexes was built. After second time questionnaire data collection, the core elements, sub-core elements and outside elements for digitalization and customization brand were clarified. Affter analysis on target level, strategy level, tactic level and supply level, digitalization and customization brand model wrere constructed finally, which woll be helpful to recognize customer needs and wants more accurately, and cater to customization and digitalization demand of target constumer. By correspindence analysis by use of digitalization and customization brand model, zone group and flow path, the pathway to realize brand evolution was discussed.

关 键 词：数字化 定制化 评价体系 品牌要素 演化路径 

分 类 号：J003[艺术—艺术理论]