品牌服装橱窗陈列形象的影响因素及其权重分布  

Influencing factors and weight distribution of brand garments showcase display image

作　　者：於凌[1] 洪文进 苗钰 YU Ling1, HONG Wenjin2, MIAO Yu2(1. Key Laboratory of Eco-Textiles （Jiangnan University）, Ministry of Education, Wuxi, Jiangsu 214122, China;2. College of Performing, Zhejiang Hengdian Movie ＆ Video Vocational College, Dongyang, Zhejiang 322118, China)

机构地区：[1]生态纺织教育部重点实验室(江南大学),江苏无锡214122 [2]浙江横店影视职业学院表演艺术学院,浙江东阳322118

出　　处：《纺织学报》2018年第6期162-166,共5页Journal of Textile Research

基　　金：教育部人文社会科学研究项目(11YJA760059);浙江省哲学社会科学规划课题资助项目(18NDJC317YBM);江苏省产学研联合创新资金资助项目(SBY201320235)

摘　　要：针对橱窗陈列因素在品牌服装卖场规划设计中的边缘化问题,以客观评价的角度选取了4个主要影响因素作为橱窗陈列一级评价指标,将市场调研、开放式访谈等调研方法作为二级评价指标,从而构建品牌服装橱窗陈列形象的评价指标体系,并应用SPSS分析法和模糊数学统计法得到每个指标的权重。研究结果表明:品牌服装文化因素、服务人员专业素养与态度的指标权重影响因子最大,是塑造品牌服装橱窗陈列形象的关键,且橱窗内部环境的建设更是橱窗陈列形象的重点;橱窗背景设计因素在橱窗环境因素中的影响因素最大,是服装卖场规划设计的重要设计部分。For the window display factors in the marginalization problem in the design of brand clothing stores, four main influence factors were selected in the view of objective evaluation and used as showcase display first-grade evaluation indexes, and market survey and open interviews were used as the second-grade evaluation indexes. The evaluation index system of brand garments showcase display image was constructed finally. The weight of each index was obtained by using combination of SPSS analysis and the fuzzy mathematical statistics. The results show that the brand garment cultural factors and the professional quality and attitude of service personnel have the largest weight influence factor, which are the key to build brand clothing window display image, and the focus of the window display image is the construction of the internal environment for window. The influence factors of window background design factor play an important role in the window environment factor, which is the important part of the design with clothing store planning.

关 键 词：品牌服装 橱窗陈列 权重分布 评价指标 

分 类 号：TS941[轻工技术与工程—服装设计与工程]