扎染服饰在网络营销中的设计方案研究  

Study on design scheme of tie-dyed dress in network marketing

作　　者：丁莺[1] Ding Ying(Jiangxi Institute of Fashion Technology,Nanchang 330201,China)

机构地区：[1]江西服装学院,江西南昌330201

出　　处：《纺织报告》2020年第9期32-34,37,共4页

基　　金：2016年江西省科技厅科研项目“现代数码图案技术创新传统扎染工艺的研究”阶段成果(GJJ161204)。

摘　　要：扎染手工技艺已传承千余年,在我国封建社会一直是上层社会使用的珍品,如今却陷入销售窘境。文章首先从网络销售等方面分析了现代扎染手工艺面临的困境,提出了传统扎染的传承与开发的思路,包括从包装设计提升扎染服饰的档次,其次对扎染旅游纪念品进行开发设计、扎染制品的高级定制等,对扎染技艺的发展具有一定积极意义,最后通过虚拟“云之染”品牌案例,探讨了少数民族扎染服饰品牌网络营销的步骤、方法和路径,包括品牌命名、VI设计、店铺设计、商品管理运营、物流和售后等,对扎染服饰产品的网络营销具有借鉴意义。Tie-dyed handicraft has been passed on for more than a thousand years.It has always been a treasure used by the upper class in our feudal society,but now it is in a sales dilemma.Firstly,the paper analyzes the predicament of modern tie-dyed technology from the aspects of network sales,puts forward the ideas of traditional tie-dyed inheritance and development,including upgrading tie-dyed dress from packaging design,then developing and designing tie-dyed tourist souvenirs,advanced customization of tie-dyed products,etc.,which is of positive significance to the development of tie-dyed technology.Finally,through the case of virtual“Cloud Dye”brand,this paper discusses the steps,methods and paths of network marketing of minority tie dye clothing brands,including brand name,VI design,store design,commodity management operations,logistics and after-sales,etc.,which has reference significance for the network marketing of tie-dyed clothing products.

关 键 词：扎染 包装 设计方案 传统 网络 

分 类 号：TS941.76[轻工技术与工程—服装设计与工程]