轻奢皮具品牌的市场分析与设计探讨  

The Discussion on Design and Market Analysis of Affordable Luxury Leather Brands

作　　者：刘梦媛 丁婉婧 谢玲 杨璐铭[1,2,3] 姚云鹤 LIU Mengyuan;DING Wanjing;XIE Ling;YANG Luming;YAO Yunhe(Key Laboratory of Leather Chemistry and Engineering of Ministry of Education, Sichuan University,Chengdu 610065,China;National Engineering Laboratory for Clean Technology of Leather Manufacture, Sichuan University,Chengdu 610065,China;Biomass and Leather Engineering Department, Sichuan University,Chengdu 610065,China)

机构地区：[1]四川大学皮革化学与工程教育部重点实验室,四川成都610065 [2]四川大学制革清洁技术国家工程实验室,四川成都610065 [3]四川大学轻纺与食品学院生物质与皮革工程系,四川成都610065

出　　处：《皮革科学与工程》2019年第3期63-68,共6页Leather Science and Engineering

摘　　要：随着经济的发展和人们生活水平的提升,当前轻奢皮具市场已不能满足消费者对商品的多元化需求,也在一定程度上导致了市场下滑。因此,轻奢皮具品牌必须进行形象重塑和产品设计革新。目前,中国经济发展态势向好,中产阶层人数增长迅速,为轻奢皮具品牌提供了广阔的消费市场与发展空间。以轻奢皮具品牌作为研究重点,整合市场资料与重点案例,对品牌发展现状、产品定位、产品设计等相关因素进行总结。在研究轻奢皮具品牌市场定位、营销策略及设计定位的基础上,结合当前社会经济前景与消费趋势,针对轻奢皮具品牌在中国市场的发展进行SWOT分析,并进一步提出品牌定位、产品规划、设计定位等方面的发展建议。With the development of economy and the improvement of people's livelihood, the current market of affordable luxury can’t meet the diversified demand of consumers for goods, which results in the market decline. Therefore, it is imperative for affordable luxury to remodel their image and strike for innovation in product design. At present, the economy in China has a good momentum for growth, and the rapid growth of the middle class is providing a vast consumer market and space for development of affordable luxury. Taking affordable luxury as the focus of research, the research data, market information and key cases were integrated. Furthermore, relative parameters like the brand development, product positioning, product design and other related factors were summarized. Based on the market positioning and design orientation of the affordable luxury, combining with the current social, economic prospects and consumer trends, the purpose of study was conducting the SWOT analysis about the development of affordable luxury in the Chinese market, and putting up some developing advice of the brand positioning, product planning, design orientation and other aspects.

关 键 词：革制品 轻奢品 设计 市场 定位 

分 类 号：TS56[轻工技术与工程—皮革化学与工程]