[1]郑雅舒,王永进*,徐瑞光.深圳独立设计师品牌的现状调查与分析[J].服装学报,2020,5(06):557-561.
　ZHENG Yashu,WANG Yongjin*,XU Ruiguang.Investigation and Analysis of Independent Designer Brands in Shenzhen[J].Journal of Clothing Research,2020,5(06):557-561.
点击复制

深圳独立设计师品牌的现状调查与分析()
分享到：

《服装学报》[ISSN:2096-1928/CN:32-1864/TS]

卷:
第5卷
期数:
2020年06期
页码:
557-561
栏目:
服装品牌营销
出版日期:
2020-12-31

文章信息/Info

Title:
Investigation and Analysis of Independent Designer Brands in Shenzhen
作者:
郑雅舒;  王永进*;  徐瑞光
北京服装学院 服装艺术与工程学院,北京 100029
Author(s):
ZHENG Yashu;  WANG Yongjin*;  XU Ruiguang
School of Fashion,Beijing Institute of Fashion Technology,Beijing 100029,China
分类号:
F 768.3
文献标志码:
A
摘要:
从深圳独立设计师角度,采用问卷调查法与深度访谈法,对深圳独立设计师品牌的基本信息、产品、销售渠道、财务、供应链、组织架构、发展“痛点”和未来定位进行调查。得出:深圳独立设计师品牌普遍创立时间短、规模小,销售渠道以批发为主,产品迎合市场,人才和资金需求得不到满足,供应链问题仍未解决。根据品牌现状和未来定位,对品牌自身、政府及相关部门、媒体和消费者4方面提出建议。
Abstract:
From the perspective of independent designers in Shenzhen, this paper investigated the basic information, products, sales channels, finance, supply chain, organizational structure, development "pain points" and future positioning of independent designers in Shenzhen by means of questionnaire and in-depth interview.It was concluded that Shenzhen independent designer brands were generally established in a short time and small scale. The sales channels were mainly wholesale. The products catered to the market, and the demand for talents and funds was not met.Besides the supply chain problems were still unsolved. According to the "pain point" of brand development and the future positioning, this paper puts forward suggestions for the brand itself, the government relevant departments, media and consumers.

参考文献/References:

[1] 牛思佳,沈雷.新零售模式下服装品牌转型升级现状及趋势[J].服装学报,2020,5(2):178-182.
NIU Sijia,SHEN Lei.Status and trend of clothing brand transformation and upgrade under the new retail mode[J].Journal of Clothing Research,2020,5(2):178-182.(in Chinese)
[2] 王东,刘建党. 产业转型升级中的城市治理模式研究——以深圳服装产业为例[C]//中国软科学研究会.第十届中国软科学学术年会论文集,2015:13.
3] 李颖. 深圳市服装行业协会:推动深圳服装业走向世界[N].深圳晚报,2018-12-11(A11).
[4] 许创业. 深圳服装产业品牌影响力竞争力趋强[N].中国质量报,2020- 06- 09(A08).
[5] 王受之.时尚时代[M].北京:中国旅游出版社,2008:131-133.
[6] 刘众. 中国独立设计师品牌的兴起与发展[D].北京:北京服装学院,2008.
[7] 孙艳南.中国独立服装设计师品牌文化与设计定位的研究[D].北京:北京服装学院,2015.
[8] 唐新玲,张颖. 上海独立服装设计师品牌的特征及发展瓶颈[J].纺织服装周刊,2017(45):38.
TANG Xingling, ZHANG Ying. Characteristics and development bottleneck of Shanghai independent fashion designer brands[J]. Textile Information Weekly,2017(45):38.(in Chinese)
[9] 陈墨. 浅析北京地区独立设计师品牌现状[D].北京:中央美术学院,2014.
[10] 夏令蓝,宋姣. 后疫情时代“直播带货”规范化研究[J].传媒,2020(13):94-96.
XIA Linglan, SONG Jiao. Research on standardization of "direct seeding with goods" in post epidemic era[J]. Media,2020(13):94-96.(in Chinese)
[11] 王远飞. 浅谈疫情下电商直播的变化与发展[J].经济师,2020(9):44,48.
WANG Yuanfei. Changes and development of e-commerce live broadcasting under epidemic situation[J]. China Economist, 2020(9):44,48.(in Chinese)
[12] 刘众. 服装业转型:如何更好发挥政府作用[J].开放导报,2018(4):71-77.
LIU Zhong.Transformation of the garment industry:how to play a better role of the government[J]. China Opening Herald,2018(4):71-77.(in Chinese)
(责任编辑:卢 杰)

更新日期/Last Update: 2020-12-31