文化创意产业语境下的服装行业品牌化发展路径  

Branding development path of garment industry in the context of cultural and creative industry

作　　者：顾德学[1] 

机构地区：[1]苏州大学艺术学院,江苏苏州215123

出　　处：《丝绸》2017年第11期39-44,共6页Journal of Silk

摘　　要：中国服装行业产品差异化小,品牌辨识度低,业内教育和生产单位苦于现状,不能明确文化创意产业背景下服装品牌化发展的具体路径。文章通过文献研究法、概念分析法、个案研究法和比较研究法等剖析推进文化创意产业的时代背景,服装行业品牌化与文化创意产业的内在联系,提出二者融合路径方法、路径,并总结二者融合的意义。继而提出培养传承民族文化的设计人才、培育民间特色机构加强设计创新,引导服装文创基地集约发展、激发设计服务消费搭建传播平台。为中国服装行业成就在世界范围内具有影响力的品牌提供理论参考。Tiny product differentiation and low brand recognition are obvious problems in Chinese garment industry.Education departments and production sectors are confused about the situation,and they cannot confirm the specific branding development path under the background of cultural and creative industry. In this paper,the methods of literature research,concept analysis,case study and comparative study were used to analyze the historical background of promoting cultural and creative industry,and internal association between the branding of garment industry and cultural and creative industry. The method and path to integrate the two was proposed,and the significance of the integration of the two was summed up. Then,the following suggestions were put forward： cultivating design talents to inherit national culture,setting up folk unique design institution to enhance design innovation,guiding intensive development of garment cultural and creative bases, motivating design service consumption and establishing communication platform. Research results aims to provide a theoretical reference for Chinese garment industry to cultivate worldwide apparel brands.

关 键 词：文化创意产业 服装行业 服装品牌 民族文化 时装设计 文化消费 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]